NHL Playoff Ads Win Awards

NEW YORK, NY (November 19, 2010)- The National Hockey League (NHL) was a triple winner at last night’s inaugural PromaxBDA Sports Media Marketing Awards for its No Words and History Will Be Made TV spots.


The 2010 Stanley Cup Final No Words spot took home Best Television Promotion and Best Live Sporting Event Spot while History Will Be Made, the 2010 Stanley Cup Playoffs TV spot, received silver in the Best Television Promotion category.


The Sports Media Marketing Awards presented more than 25 awards honoring the most outstanding sports marketing and promotion work from cable and broadcast to video games, leagues and teams. The esteemed jury panel included Turner Broadcasting Systems President of Sales David Levy, Owner of HDNet and the Dallas Mavericks Mark Cuban, Founder and Creative Chairman of Droga5 David Droga, Advertising Age columnist and on-air host of NPR Bob Garfield, President of HBO Sports Ross Greenburg, CMO of Fox Sports Media Group Eric Markgraf, Senior writer and columnist for ESPN.com Bill Simmons, and other industry influencers.


The National Hockey League beat out other finalists including MLB, ESPN and Fox Sports. In accepting the awards, Brian Jennings, NHL executive vice president of marketing said, “We are so proud to be honored for these prestigious awards among some of the most influential players in the industry. It’s been rewarding to see how the fans have reacted to these campaigns and how they continue to inspire our future projects.”


No Words debuted during the 2010 Stanley Cup Final and was created to showcase the raw emotions players feel upon winning the Stanley Cup –hockey’s ultimate prize and the most prestigious trophy in all of sports. No words can express how the winner is feeling in that moment. The League tapped into its decades of footage and created a spot that struck a chord in the heart of not only hockey fans, but sports fans everywhere. The significant distribution of “No Words” through TV and Internet delivered in just about every measurable metric: Game 6 on NBC was the highest-rated NHL game in the U.S. in 36 years. Four of the series’ six games on NBC averaged 6.1 million viewers, the best on network TV in 13 years. Game 3 on VERSUS was the highest-rated telecast ever in network history. The Stanley Cup ranked as the number one trending topic worldwide on Twitter throughout the Stanley Cup Final and was the most watched series ever.


During the 2010 Stanley Cup Playoffs the History Will Be Made campaign debuted TV spots featuring prominent playoff moments made by NHL greats, including Bobby Orr. History Will Be Made “Orr” featured Bobby Orr and his iconic, Cup-winning, overtime goal in 1970. Inspired fans created their own versions of a History Will Be Made commercial and posting on YouTube, which generated more than 2,400 spots — something no one could’ve predicted. The NHL and fan generated spots resulted in over 8 million views and an incremental media value of $4.08 million. Compelling content combined with significant distribution through traditional and new media, it became one of the most successful campaigns in NHL history driving over 302 million TV viewers for the 2009-10 Stanley Cup Playoffs, the most watched in 36 years.


Additional League recognitions included the Toronto Maple Leafs, who took home the gold for their 2010 season ticket package in the Best Team Promotion (Print, Poster, Outdoor and Out of Home) category.


The awards were presented during a ceremony at the landmark Angel Orensanz Foundation in New York City. The ceremony was hosted by actor and comedian Jay Mohr.