NBC Sports & NHL Celebrate Shared-Emmy Win

NEW YORK – April 30, 2009 – NBC Sports, in partnership with the National Hockey League, won a Sports Emmy in the category of “Outstanding Sports Promotional Announcement: Episodic” for its promotion of the 2009 NHL Winter Classic. Monday night, NBC Sports was recognized with 11 Emmy Awards in all, the most of any network, at the 30th Annual Sports Emmy Awards, presented by the National Academy of Television Arts and Sciences at Frederick P. Rose Hall, Home of Jazz at Lincoln Center in New York City. 

The promotional campaign for the second U.S. outdoor game in NHL history, held at historic Wrigley Field, utilized Harry Carey’s iconic version of “Take Me Out to the Ballgame,” juxtaposed with images of players preparing for the game. The promotion clearly resonated with TV viewers as NHL Winter Classic 2009, broadcast New Year’s Day on NBC, was the most-viewed NHL regular season game in almost 34 years. An average of more than 4.4 million Americans watched the Detroit Red Wings defeat the Chicago Blackhawks 6-4, the biggest audience since Feb. 23, 1975. 

“This truly was a collaborative effort and a perfect example of two partners working together to promote hockey,” said Mike McCarley, SVP Strategic Marketing, Communications and Promotion, NBC Sports. “The campaign achieved its objective of reaching a broad audience while also appealing to the core hockey fan.” 

“The NHL is proud to share with our partner, NBC, in this industry recognition of a great promotion for an extraordinary hockey event,” said Brian Jennings, Executive Vice President of Marketing, NHL. 

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