McDonald’s USA has renewed its agreement as a partner of the National Hockey League. In doing so, the quick-service chain positions itself as title sponsor for the inaugural Hockey Day in America, a six-hour celebration of the sport on NBC Feb. 20; as well as sponsor of the 2011 NHL All-Star Game in Raleigh, N.C., Jan. 30.
Hockey Day in America features four NHL games hosted from Millennium Park’s outdoor ice rink in Chicago. The first three will be broadcast regionally with staggered starts. During intermissions, live look-ins of other games will be shown. The fourth and final game, Pittsburgh Penguins at Chicago Blackhawks, will be shown nationally.
Hockey Day in America stems from Hockey Weekend in America, launched in 2008.
At the All-Star Game, McDonald's will sponsor the "Kid Zone" at NHL Fan Fair where 12 youth hockey players will have the opportunity to meet the NHL All-Stars before the game. McDonald's also will sponsor the accuracy shooting contest at this year's Honda NHL SuperSkills Competition.
The agreement further entails McDonald’s support of NHL media (the NHL Network and NHL.com) and league rights-holders (NBC and Versus), and features a charitable component, as the league’s monetary and in-kind contributions will support Ronald McDonald House Charities and more.
