Amway Ends Detroit Red Wings Sponsorship

Direct sales giant Amway has ended its sponsorship of Detroit Red Wings. 

The Wings signed a two-year deal in September 2011 that made Amway the National Hockey League’s most-visible corporate sponsor. The deal expired this month, ed and Amway chose not to renew or extend it, search the team said.

Amway will continue to advertise at the arena, generic but at a much reduced level.

“While Amway has chosen to focus their relationship on other aspects of the business and no longer are the team’s presenting sponsor, we are working out details to adjust the partnership elements for the 2013-14 season,” Wings Director of Communication John Hahn said in a statement.

Financial terms were never disclosed, but the Amway deal was believed to be worth under $10 million for both years.

In a written statement released Tuesday, Amway said “evolving business needs and shifting priorities” have led to the decision to end the sponsorship when the contract terms were completed. “We appreciate the support we received from the Wings, and are currently exploring new opportunities to partner with their organization,” the statement said.

Last year, Amway’s logo was on the ice of Joe Louis Arena, on the scoreboards, on game tickets and on a variety of advertising and marketing ventures. Not this year. AT&T, Kroger Co. and Flagstar Bank have picked up some of the sponsorship opportunities with the Wings, Hahn said.

Amway is active in sports sponsorships. It holds the naming rights of the Amway Center in Orlando which is home to the NBA’s Orlando Magic.