WorldLink, NHL Network Reach Ad Deal
WorldLink to Oversee Direct-Response Spot, Long-Form Ad Sales for NHL Network
By Ben Grossman -- Broadcasting & Cable, 1/27/2008 1:00:00 PM
The National Hockey League tapped WorldLink to oversee all direct-response spot and long-form ad sales for its fledgling NHL Network.
WorldLink will work with ad agencies to bring direct-response advertisers and infomercials to the hockey network, which launched last October.
"Our real goal is just to enhance the areas that don’t have programming commitments, to help them fill out their schedule and create revenue streams for them," said WorldLink CEO Toni Knight.
NHL Network has deals with satellite carriers and cable operators including Cablevision Systems, Comcast, Cox Communications, Charter Communications and Time Warner Cable, although it is often found on the less-viewed digital sports tiers.
"Any new property just takes some time to build an audience base, but the NHL is a premium brand, and they have a loyal fan base," Knight said. "And over time, it will continue to grow as they pick up distribution."
WorldLink represents nearly 50 sports networks worldwide, including FSN, Big Ten Network, NBA TV, CSTV, GolTV and Fuel.
Comcast’s cable sports network, Versus, also exercised an option last week to continue as the NHL’s exclusive cable carrier through 2011. Speculation remains as to whether the NHL will find a way to bring former cable partner ESPN back into the fold, as well. NBC is the league’s broadcast network partner.
