NHL celebrates fans in 2024 Stanley Cup playoff campaign

Spot launches on social, digital platforms ahead of national TV debut Monday night

NHL celebrates fans in 2024

New York/Chicago – The National Hockey League (NHL) today debuted its new campaign for the 2024 Stanley Cup® Playoffs that highlights some of the crazy things fans do in the name of love for their teams. Three spots will launch across the NHL’s digital and social media platforms before making their national TV debut during tonight’s game broadcast, including the 9:30 p.m. ET Minnesota Wild-Los Angeles Kings game on ESPN.

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:30 The ads capture the true passion of NHL fans for their teams and highlight the unique things fans do to demonstrate their loyalty and support in their team’s quest for the Stanley Cup.

In “Tattoo”, an avid Vegas Golden Knights fan gets a Stanley Cup Championship tattoo on his arm before the 2019 playoffs begin, and confidently states “This is our year.” Unfortunately this was not the year for him.
In “Catfish”, a Nashville Predators fan brings a dead catfish into the arena, facing the smell and safety risks, before throwing it onto the ice in a good-luck ritual.
In “Not Together”, two lifelong Colorado Avalanche fans decide to end their 10-year relationship, believing that they are unlucky after the first game they watch separately is a game in which the Avs Won the Stanley Cup. For some fans, their favorite team is their true companion.

The campaign celebrates the extreme and sometimes illogical ways hockey fans show passion and commitment to their favorite team, said Casey Hall, senior vice president of marketing and branding for the National Hockey League. “While these spots highlight three unique and funny stories, the idea that ‘love makes you do crazy things’ is a universal theme that connects with sports fans everywhere.”

The Stanley Cup Playoffs begin Saturday, April 20, live on ABC, ESPN, ESPN2, ESPN+, TNT, TBS, truTV and Max in the United States and SN, SN1, SN360, SN+, CBC, TVA Sports and TVAS2 in Canada. But there will be games. , Outside of North America, NHL international media partners will deliver games to fans around the world.

“These venues truly reflect the unique love that NHL fans have for their teams and the playoffs,” said Chad Broude, co-founder of Highdive. “In these ‘crazy love stories’, which were actually inspired by true stories we found, we paint a different picture of the way fans show their appreciation and dedication to their teams – from getting tattoos to dying on the ice Everything from throwing catfish. The playoffs are a special time for NHL fans, and we wanted to show appreciation for everything these guys do to help their teams make it to the finals.

Fans can follow the conversation via the hashtag #StanleyCup.

The word mark and image of the NHL, the NHL Shield, and the Stanley Cup are registered trademarks of the National Hockey League. The NHL and the NHL team marks are the property of the NHL and its teams. © NHL 2024. All rights reserved.

about nhl

The National Hockey League (NHL®), founded in 1917, consists of 32 member clubs. Each team roster reflects the international structure of the league with players from more than 20 countries represented, competing for the most prestigious and historic trophy in professional sports – the Stanley Cup®. Each year, the NHL entertains more than 670 million fans in the arena and through its affiliates on national television and radio; Has over 191 million followers across Facebook, Twitter, Instagram, Snapchat, TikTok and YouTube combined across league, team and player accounts; And there are more than 100 million fans online at NHL.com.

The league broadcasts games to more than 160 countries and territories through its rightsholders, including ESPN, TNT Sports and NHL Network in the US; Sportsnet and TVA Sports in Canada; ViaPlay in the Nordics, Baltics, Poland and UK; MTV3 in Finland; Nova in the Czech Republic and Slovakia; Sky Sports and ProSieben in Germany; MySports in Switzerland; and CCTV5+ in China; and reaches fans around the world with games available to stream in every country.

Fans are connected to the league’s digital properties on mobile devices through the free NHL® app; On nine social media platforms; on SiriusXM NHL Network Radio™; And on NHL.com, available in eight languages and featuring unprecedented access to player and team statistics as well as box scores for every regular season and playoff game since the league’s inception, powered by SAP. NHL Productions develops engaging original programming providing unprecedented access to players, coaches and league and team personnel for distribution across the NHL’s social and digital platforms.

The NHL is committed to building healthy and vibrant communities by using the game of hockey to celebrate fans of every race, color, religion, national origin, gender identity, age, sexual orientation and socio-economic status. The NHL’s Hockey Is for Everyone® initiative reinforces that the official policy of the game is inclusion on the ice, in the locker room, in the boardroom and in the stands.


The NHL is expanding access and opportunity to play hockey for people of all backgrounds and abilities, fostering a more inclusive environment and growing the game through greater diversity of participants. To date, the NHL has invested more than $100 million in youth hockey and grassroots programs, with a commitment to invest an additional $5 million for diversity and inclusion programs next year.

About Hidive Advertisement

Founded in 2016, Highdive (highdiveus.com) is an independently owned, full-service creative agency headquartered in Chicago. With a focus on creating work so powerful that it can’t be ignored, the agency has a simple promise: building the healthiest client and agency relationships in the world. Led by four experienced advertising executives who set out to build an agency composed exclusively of top performers in every discipline, delivering big ideas for brands including HiDive Jeep, Ram Trucks, Boost Mobile, Airheads, Fruit-Tella is breaking the traditional agency model for. ,

Lay’s, Beam Suntory and Rocket Mortgage. Following a rapid growth path, Hidive has recently been ranked second in Ad Age’s A-list. The agency has been named Advertising Age Small Agency of the Year (Midwest, Gold) three times and in 2020, Advertising Age Small Agency of the Year (Gold, National). HiDive was also ranked number one on Adweek’s list of fastest growing agencies of 2020.

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