Hulu, the NHL and NHLPA announced a new partnership that makes the subscription video service an official sponsor for the '18 Stanley Cup Playoffs. The partnership features a national marketing campaign across all league touchpoints, including NBC networks and NHL digital/social channels, as well as camera-visible, in-stadium inventory at all U.S. venues. Hulu will also sponsor the league's Stanley Cup Playoff Party in Las Vegas today, and will serve as presenting partner of NHL.com during the playoffs. Hulu partnered with the NHLPA to create a number of video vignettes that will showcase some players and help drive awareness for Hulu as a streaming option for the playoffs. Comcast/NBCU currently has a 30% stake in Hulu (THE DAILY). VARIETY's Todd Spangler noted Hulu debuted its live-TV service last May and has "found that live sports has been a significant driver of subscription signups." The NHL deal, it is "hoping, will get the Hulu brand in front of sports fans and let them know they can catch a wealth of TV sports on the $40-per-month service." The move comes after Google’s YouTube TV last month "secured a multiyear deal to be the first-ever presenting sponsor for the NBA Finals." Subscribers to Hulu’s live TV service will be able to "stream the NHL postseason" on the NBC family of networks. The Stanley Cup Final "will be carried on NBC and NBCSN" (VARIETY.com, 4/10).
