Thursday, September 1, 2011

Amway signs Red Wings sponsorship deal

Amway, the network-based direct-sell giant, has inked a deal to become the Detroit Red Wings' first-ever presenting team sponsor.

Financial terms were not disclosed, but the contract is believed to be a two-year, seven-figure deal.

The deal should give a slight boost to the Red Wings' net income, which was estimated for the 2009-10 season by Forbes at $15.3 million (sixth-best in the 30-team National Hockey League) on revenue of $119 million.

It's believed that this currently is the only team-wide presenting sponsorship in the NHL.

Amway's logo will be incorporated into all uses of the Red Wings' team logo that doesn't otherwise use other sponsorship logos, the team said. It will be used on signage throughout the arena, on the ice and elsewhere.

The sponsorship is scheduled to be unveiled during a media event this morning at Joe Louis Arena.

The sponsorship represents increased investment by Amway in the team: It signed a deal to put its logo on the team's practice jerseys and pucks in November.

Also part of the deal:

• Amway's Nutrilite products become the official vitamins and nutritional supplements of the Red Wings.

• The "Red & White" intrasquad scrimmage will be reinstated at the Van Andel Arena in Grand Rapids on Sept. 27. It was last held there in 2007.

• Amway will present the Detroit Red Wings Facebook Fan of the Day and every live social media event put on by the team's social media department, like official Tweetups. The Facebook Fan of the Day will receive Amway's products and an official Red Wings practice puck.

Amway has a number of other pro sports investments: It holds the naming rights of the Amway Center, home to the National Basketball Association's Orlando Magic. The company also is the presenting sponsor of Major League Soccer's San Jose Earthquakes and the Los Angeles Sol of Women's Professional Soccer.

Amway, known for sales of health, beauty, and home care products through network marketing, is owned by Ada-based Alticor Inc., which had revenue last year of $9.2 billion.


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