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Marketing and Sponsorship

NHL Panthers Selling Kevin Spacey Hoodie That Players Wear After Wins

The NHL Panthers' tradition of "awarding a blue hoodie with the smiling visage of actor Kevin Spacey" to the player of the game has "become so popular that the team began selling the sweatshirts in the team store at the BB&T Center Tuesday," according to Harvey Fialkov of the South Florida SUN-SENTINEL. The team sold 100 of the $40 sweatshirts before Tuesday's game against the Maple Leafs "even started," and just 10 of the initial batch of 150 remained "before the third period." Proceeds from the sale of the hoodies are going to the Panthers Foundation and Spacey's foundation (SUN-SENTINEL.com, 1/26). ESPN.com's Craig Custance reported Panthers Exec Chair Peter Luukko "reached out to the Spacey camp to coordinate the deal that splits proceeds between the foundations." The team "hopes to have the shelves restocked with more sweatshirts before their next home game," a Feb. 4 matchup against the Red Wings (ESPN.com, 1/27). In Miami, George Richards noted the sweatshirt features Spacey's face -- "apparently floating in space -- ironed onto the front." The team is "tight-lipped about what the sweatshirt means and a different player gets possession of it only following wins." Panthers LW Shawn Thornton introduced it to the team "after finding it during a road trip" to N.Y. (MIAMI HERALD, 1/27). THE HOCKEY NEWS' Jared Clinton noted the "bizarre sweatshirt became popular" after Panthers C Aleksander Barkov wore it following a game in December and a picture was "posted to Twitter with the hashtag #SpaceyInSpace." Fans then "chimed in saying they wanted the hoodie" (THEHOCKEYNEWS.com, 1/27).

THINGS LOOKING UP IN SUNRISE: ESPN.com's Scott Burnside reported Panthers Owner & Chair Vinnie Viola and Vice Chair & Partner Doug Cifu have "consistently talked about their commitment to keeping the team in South Florida, and to winning," but hiring Luukko was "perhaps the most important change." Luukko was "instrumental in helping smooth out a new lease agreement with Broward County that effectively closes out talk of the Panthers relocating." Additionally, recent contract extensions for Exec VP & GM Dale Tallon and coach Gerard Gallant are part of a "recipe for consistency that has been lacking for years in Florida." Meanwhile, while last year's "push to the playoffs fell just short," it helped the Panthers "jump from a season-ticket base of 5,000 to more than 8,800 this season." A recent 12-game winning streak and a "solid hold" on first place in the Atlantic Division have resulted in daily ticket sales between $75,000-100,000. Additionally, per capita merchandise sales are up 22% over last year, and "because attendance has gone up, gross sales are also higher" (ESPN.com, 1/27).

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