SBD/Closing Bell

NHL Set To Debut "Because It's The Cup" Postseason Campaign

The NHL during tonight's Avalanche-Red Wings game on NBC Sports Network will debut a postseason marketing campaign with the tag line "Because it's the Cup." The effort is "designed to attract casual fans, but was formulated with a new agency, Mono, Minneapolis," after DraftFCB worked on last year’s campaign. NHL corporate partners, including MillerCoors, Molson Coors, Verizon, Discover and Pepsi, are "expected to use the theme in their own campaigns." The effort launches with five spots (SPORTSBUSINESS JOURNAL, 4/1 issue).
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