New York Rangers Continue Marketing Deal with Volkswagen
October 10, 2011
National Hockey League’s, the New York Rangers and Volkswagen of America, Inc. have announced a renewal to their multi-platform marketing partnership for the 2011-12 season, including in-arena, online and on-air activation.
The partnership is highlighted by the return of the in-arena fan contest, the “Shoot. Score. Drive.” Challenge, which will offer Blueshirt faithful the opportunity to win 10 different Volkswagen vehicles throughout the season, including the all-new 2012 Passat.
Greg Economou, executive vice president of revenue performance, Madison Square Gardens Sports, said: “We are excited to partner with Volkswagen once again to bring Rangers fans the ‘Shoot. Score. Drive.’ Challenge. The contest was a hit last year, providing Volkswagen with premium brand exposure at Madison Square Garden, on MSG Network and online, while also offering fans a fun, interactive opportunity to win a lease on one of ten different Volkswagen models.”
Mark Hammond, Regional Marketing Manager, Eastern Region, Volkswagen of America, added: “The New York Rangers embody athleticism, sophistication and competitiveness, all attributes that the Volkswagen brand can relate to. Our highly-engineered vehicles speak to the quality of our brand and the partnership with the Rangers not only allows us to reach and engage a broader audience, it exemplifies the spirit of Volkswagen.”
The fan favorite “Shoot. Score. Drive.” Challenge will return for the 2011-12 season. At ten select games one lucky fan will have the opportunity to take a shot from the far blue line for the chance to win a two-year lease on a Volkswagen vehicle. Volkswagen will highlight and offer fans the opportunity to win ten different models throughout the season. Fans can enter the “Shoot. Score. Drive.” Challenge by texting a keyword to a shortcode to be revealed throughout the season in-arena and on MSG Network, or by going online to NYRangers.com.
As part of the partnership Volkswagen will also receive in-ice logo placement for the season, branded dasherboards and custom branding on a zamboni. In addition, the partnership includes exposure on MSG Network, where Volkswagen will promote the Rangers Power Play during games.