SBJ/April 28-May 4/Leagues and Governing Bodies

Penguins and Avalanche already feel ‘Radioactive’

Over the last two seasons, a pair of NHL teams have negotiated local licensing deals with Interscope for the hit song “Radioactive,” by Imagine Dragons.

The Colorado Avalanche licensed the song for a monthlong team campaign this past February. And, before “Radioactive” became a radio staple — it was the third-best-selling single of 2013 in the U.S. — the Pittsburgh Penguins licensed the song for six weeks at the start of the lockout-shortened 2012-13 season to use in television spots on Root Sports.

“The song is progressive and has a lot of power and energy, with that thumping bass line,” said Penguins director of marketing Ross Miller, who made the deal for the team. “We thought it was perfect for our branding of ‘A Great Day for Hockey’ when the season kicked off.”

— Christopher Botta


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