NHL’s New Brand Spot Focuses on ‘Feel’

The National Hockey League has unveiled a new brand spot on national TV, digital and social platforms in the U.S. during the Stanley Cup play-offs.

The message of the promo, entitled ‘Feel,’ is that the NHL and its players’ connection with fans extends “far beyond the ice… where what matters has nothing to do with stats or standings.”

“While the action on the ice gets the spotlight, it’s often the quieter moments between players and fans that form emotional connections and make lifelong memories,” said Brian Jennings, NHL Chief Brand Officer and Executive Vice President. “Hopefully this spot captures, in a small way, the excitement and emotion that binds all of those on one side of the glass to the other.”

‘Feel’ is the NHL’s latest brand spot in a lineup of critically-acclaimed ads.

The TV spot is going out on NBC, NBCSN, Sportsnet, CBC, TVA Sports and NHL Network, and run across digital and social media channels (including Facebook, Twitter, Instagram, NHL.com), and in-arena throughout the Stanley Cup Playoffs.

The spot was developed by Baby Bear’s Porridge Productions, in collaboration with Cutters Studios and the NHL in-house marketing team.

Have look at how the league is promoting its brand.