NEW YORK— The National Hockey League (NHL), National Hockey League Players Association (NHLPA) and Starwood Hotels & Resorts Worldwide Inc. have entered into a multi-year agreement that makes Starwood properties in the United States and Canada the official hotels and resorts of the NHL and NHLPA. Under the agreement, Starwood, and particularly its Sheraton Hotels & Resorts brand, will support league jewel events such as NHL All-Star Weekend, NHL All-Star Block Party and the NHL Entry Draft, effective immediately. Starwood will further support its NHL/NHLPA partnership through a media commitment that includes advertising in USA Todays NHL-themed bonus sections and through NHL publications. A Starwood/NHL Award of the Month will be developed, criteria to be determined, tied to joint brand attributes. In addition to the marketing alliance, the NHL and NHLPA will utilize Starwood properties for league and players association events, meetings and travel. A unique program has been developed that will utilize NHL players as Starwood spokespersons and enroll them in the companys frequent guest program, Starwood Preferred Guest, enabling players to earn Starpoints good for travel at Starwoods properties worldwide. The NHL will work with Starwood to develop a program that can be used by NHL Member Clubs. In addition to Starwoods partnership with the NHL, Starwood is also the official hotel company of the PGA TOUR.
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