DETROIT -- Detroit Red Wings fans will be seeing Amway's logo featured prominently below the iconic winged-wheel and hearing the Ada-based company's name a lot on radio and television over the next three years, maybe more.

The Red Wings on Thursday announced Amway as the first presenting sponsor in the franchise's 86-year history.

Amway's logo, which was placed on the team's practice jerseys and practice pucks last year, will be much more prevalent at Joe Louis Arena – on the ice, on the scoreboards, on game tickets, and on a variety of advertising and marketing ventures.

It will not be on their uniform, however, as the NHL does not allow such advertising.

"This is the tip of the iceberg," Tom Wilson, president of Olympia Entertainment said at a news conference. "You're going to see things all through the year that are going to improve our game presentation, improve your television viewing.

"For fans it's going to be a year-long unveiling of different things. It can be ticket offers, giveaways at games, nutritional contests. If you're watching games at home there will be certain prizes given out. It will impact everything we do."

As part of the agreement, the Red Wings will return to Van Andel Arena in Grand Rapids on Sept. 27 for an intrasquad Red and White game.

Wilson said the organization was not aggressively pursuing a presenting sponsor, but it was on their radar. He called the partnership with the giant manufacturer of health, beauty and home-care products "a logical marriage."

"You really want to look for somebody who shares a culture with you, and a value system," Wilson said. "You look for parallels with these organizations. Both companies were started by young entrepreneurs with visions to build something new. Both companies are Michigan born, both are still Michigan-based.

"Both are incredibly successful and still run by families. And the key thing is the commitment both companies have to their local communities and the people that work there."

Amway's Nutrilite brand was named the Red Wings' official vitamin and nutritional supplement.

The Red Wings and Amway will partner in a cross-state initiative benefiting Detroit and Grand Rapids youth who participate in local boys and girls clubs of America. The program will provide youth the opportunity to attend Red Wings games and practices.

"We'll be coming to them with ideas, they'll be coming to us with ideas, and at the end of the day we'll just make the experience better for all the fans and all the people in our community," Wilson said.

Wilson was the president of Palace Sports & Entertainment when the Detroit Pistons signed Rock Financial as its presenting sponsor. He realizes there will be a backlash from purists who don't like seeing a corporate logo affiliated with their sports teams.

"There's always going to be somebody who says, 'Geez, do you want to do that?' " Wilson said. "But when you sit back and see the impact that these two companies are going to have by joining forces I think all that goes away very quickly."

Steve Lieberman, Amway North America's vice president and managing director, said "Amway has many opportunities to be involved in sponsorships, but we don't choose anybody just because they want to work with us, we choose people who emulate and have the same values as our company."

He believes these types of sponsorships will become more popular among North American sports teams.

"Around the world, sports and sponsorships are very common," Lieberman said. "In the States it's developing. Soccer teams will put your (company) name on their jersey and we sponsor a soccer team (San Jose Earthquakes of the MLS). Pro football teams have patches on practice jerseys. The whole nature of sports sponsorships in the United States and Canada will become more common. We're just on the leading edge right now."

It's a three-year deal with an opportunity to renew after the second or third year.

"I don't see any reason why it wouldn't be a very long-term partnership for us," Lieberman said.