NHL Debuts Themed TV Spots Online

In a unique media tact, the National Hockey League will introduce two TV spots today on NHL.com carrying the league’s new tagline “Live Every Shift.”

The spots also debut on air tonight during the Versus broadcast of the San Jose Sharks - Dallas Stars game, and will air again later this week on TSN, CBC, HDNet and the NHL Network.

It’s just the latest new media move for the NHL, which figures the Web is a preferred link to its fan base. NHL fans are young, affluent tech-heads, with an average age of 44 years, an average annual income more than $100,000 and 88.5% PC-connected.

“Our fans go online first for breaking news, so it was a natural decision to debut these spots on NHL.com—the official online destination for the NHL,” said Brian Jennings, NHL executive vice president of marketing, in a statement.

In a grassroots viral video strategy, the NHL has deals in place with Slingbox, YouTube, MySpace and Google Video to enable fans to slice, dice and share NHL video clips.

The TV spots seek to build the profile of its young, goal-scoring stars as passionate players with that fan base.

The first spot features NHL stars, including the Buffalo Sabres’ Ryan Miller and the Pittsburgh Penguins’ Sidney Crosby, asking “Is this the year?” as in the year their team wins the Stanley Cup. Phoenix Coyotes coach Wayne Gretzky asks if this is the year someone breaks his single season scoring record of 92 goals.

The second spot highlights Reebok’s new Rbk Edge NHL jerseys, with NHL stars making promises to their fans, starting with the phrase, “In this jersey, I pledge…” Crosby is featured, along with the Washington Capitals’ Alex Ovechkin and the Tampa Bay Lightning’s Vincent Lecavalier.

The ads were written and produced by Young & Rubicam in collaboration with NHL Productions.