Editor’s note: This story is revised from the print edition.
The NHL and NHL Players’ Association this week are launching their annual Hockey Fights Cancer awareness campaign, with a new personalized merchandise component being featured among the planned initiatives this year.
Throughout the monthlong campaign, which runs through Nov. 17, a Hockey Fights Cancer awareness night will be hosted by each team. A leaguewide effort will revolve around the Nov. 5 game between Detroit and the New York Rangers, a game slated for U.S. national coverage on NBC Sports Network.
Founded in December 1998, the Hockey Fights Cancer program has helped raise more than $14 million to support national and local cancer research institutions, children’s hospitals, and player charities.
New for the campaign this year is the “I Fight For” program. Using a related merchandise line, fans will be able to personalize their own shirts, using a marker to write in a name of a person, foundation or cause that they are particularly supporting.
“We want to invite the conversation and enable fans and players to be able to tell their stories and really personalize it,” said Jim Haskins, NHL group vice president of consumer products licensing. “There are amazing stories of survival and hope out there, and by hopefully showcasing that, we want to bring others hope as well.”
Ken Martin, vice president of cause marketing at the NHL, said the campaign has broad support from league and team partners.
That support extends to an in-arena effort: As part of the campaign, teams will feature on their dasherboards the color lavender (the official color of Hockey Fights Cancer and representing awareness for all forms of cancer), with sponsors correspondingly changing their logos to support a one-color theme.
“We know it’s not a light lift to change the color of a logo on the boards, so we’re very proud of our partners,” Martin said.
Fans will be encouraged to fill out cards and signs acknowledging who they are fighting for and share those signs with teams, players and the league via social media and through in-arena moments. Players are getting involved in this part of the initiative, as well, with many players scheduled to be featured in short video spots in which they explain their own stories.
“Everyone wants to do their part and help expand the reach of the program,” said Devin Smith, director of marketing and community relations at the NHLPA. “The players have always taken a real initiative in the fight against cancer, and the ‘I Fight For’ campaign is a continuation of the evolution as we all work together towards finding a cure.”
