NHL’s All Star Weekend Fan Fair Gets Title Sponsor

Scotiabank has become the title sponsor of the 2012 NHL Fan Fair, case a key component of the league’s All-Star weekend festivities in January.

The 2012 Scotiabank NHL Fan Fair will take place at the Ottawa Convention Centre and will feature interactive games, drugs | displays of memorabilia and appearances by prominent hockey figures, among other attractions.

The Fan Fair sponsorship adds to a weekend in which Scotiabank stands to receive heavy exposure. Scotiabank is the league’s official bank and owns naming rights for Scotiabank Place, the home rink for the Ottawa Senators and site of the All-Star game.

Kyle McMann, the NHL’s vice-president of partnership marketing in Canada, said Scotiabank was looking to build on its already strong relationship with the league and hockey in general.

“With (Scotiabank’s) massive hockey involvement strategy at the minor level and through our teams and the league, the Fan Fair really serves as a core point to connect all those dots,” said McMann. “It’s one of the areas where we really have an ability to reach out and connect with thousands.

“I think it really became a no-brainer for them to connect with probably our single largest community initiative of All-Star weekend.”

McMann said specific details about the Fan Fair and All-Star weekend activation are still being finalized.

The announcement about Scotiabank’s involvement comes a couple of week after Tim Hortons was named as title sponsor for the All-Star game itself.