NHL Hires Ad Agency for Network Launch

The National Hockey League named Cenergy Communications to handle all advertising/marketing duties for the U.S. launch of the NHL Network, officials said Tuesday.

A TV, print and online advertising will break mid-November, and will target both cable operators and consumers, especially displaced hockey fans.

“We look to Cenergy to help bring attention to the arrival of NHL Network in the U.S. Cenergy’s strong understanding of the cable and satellite industry and past success made it a natural decision for us to team up on this exciting project,” said Jody Shapiro, NHL group vice president of television and media ventures.

The assignment was made on the basis of a prior working relationship, and on category experience. Current Cenergy clients include both cable companies such as Comcast and Time Warner; and sports brands including the Toronto Blue Jays and Cleveland Cavaliers.

NHL Network, launched this month in the United States, offers 24-hour hockey coverage. The daily “NHL On The Fly” features live look-ins to NHL games, including highlights, analysis, and pre- and post-game reports. Other programming includes international and amateur hockey, player profiles, interview shows and youth-oriented programs. NHL Network originates out of Canada and is available in the U.S. via digital cable or satellite.