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Volume 26 No. 207
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Ice Madness: NHL Bringing Back Playoff Bracket Challenge

The NHL’s March Madness-esque Stanley Cup Playoffs bracket challenge will return this year, upping the grand prize to $100,000. The challenge, which is open for early registration and will lock on April 10 ahead of the first playoff games, was created following the NHL’s '14 playoff format change in which it no longer reseeds after each round, akin to the NBA Playoffs or March Madness. There were 1.6 million brackets submitted last year by roughly 1 million fans, up 105% from the previous year. The grand prize last year was a trip to the NHL Awards in Las Vegas. The NHL will build out its "famous hockey fans" component to the bracket as well, which has attracted celebrities like Jon Hamm, Michael J. Fox and Snoop Dogg in recent years. Fans can compete in public or private leagues, submitting their bracket through the challenge’s online portal or via the NHL app. Jägermeister, which was the presenting sponsor of the bracket last year and became an official partner of the league in September, will again hold that designation.