November 23, 2021
BDA Partners With Zamboni
It’s another high-profile partnership in the hockey world for the Top 40 promo products distributor.
BDA (asi/137616) is on its way to a hockey hat trick.
The Woodinville, WA-headquartered company, which is the fifth-largest distributor in the North American promotional products industry, just announced a promotional licensing partnership with the Zamboni Company, the well-known manufacturer of ice-resurfacing machines.
A Zamboni in action.
The deal is a first, as Zamboni has never before had a licensee partnership of this kind, executives said. Going forward, BDA will provide fans and corporate partners with a wide array of Zamboni-licensed promotional products, including pins, posters, apparel and more. It’s a marquee deal for BDA, as Zamboni is well known in hockey circles throughout the world, with the machines a familiar sight at ice rinks everywhere as they’re used to smooth the ice after it’s seen heavy action.
“Our team is excited to work with the Zamboni brand and its many opportunities,” said Jay Deutsch, CEO and co-founder of BDA. “We can’t wait to put our creative minds together to deliver the coolest merch and memorabilia that will strengthen emotional connections and be cherished for generations to come.”
The excitement Seattle has for @SeattleKraken has been on full display. Our CEO joined @asicentral to share how our team has been able to help bring this brand to life for their fans.
— BDA (@BDAinc) October 28, 2021
Watch the interview: https://t.co/fK4SPvqBvc pic.twitter.com/rs0dfDIWgh
Paula Coony, Zamboni brand manager, said the company believes BDA has the right values and expertise to tell the Zamboni brand story through merchandise and create “connections back to these products. We chose BDA because we appreciate their best-of-class creativity, innovative solutions and hands-on collaboration with our team.”
The partnership with Zamboni builds on BDA’s already strong presence in the hockey market. Deutsch is a minority owner in the Seattle Kraken, the National Hockey League’s (NHL) newest franchise, which just began play this season in October. BDA is providing a wealth of merch and related solutions for the Kraken, as Deutsch has discussed previously.
With reported 2020 North American promotional product revenue of $477.4 million, BDA ranked fifth on Counselor’s most recent list of the largest distributors in the industry.