SBJ/March 5 - 11, 2007/This Weeks News

NHL’s '300' promo pairs Greeks, goalies

The NHL has added new weaponry in its efforts to promote the final buildup to the Stanley Cup playoffs this year.

The NHL-Warner partnership sets the Cup
back more than 2,000 years.

Through a partnership with Warner Bros. Pictures, the league will roll out a 30-second TV spot this week featuring NHL highlights interspersed with battle scenes and dialogue from the studio’s new movie “300,” a film about Greek warriors holding off an invading Persian army.

The spot, which was produced by NHL Productions as part of the league’s “Quest for the Cup” campaign, will air during NHL broadcasts on NBC, Versus, TSN and local sports networks.

As part of the partnership, an undetermined number of NHL teams will offer giveaways, including passes to screenings of the film and T-shirts featuring “Quest for the Cup” and “300.”

Former and current NHL players are scheduled to attend the movie’s Los Angeles premiere today. They will bring along the Stanley Cup.

The William Morris Agency represented the NHL in the deal.

The movie opens nationwide March 9. The NHL playoffs start April 11.

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