Because It's The Cup

    Last February the NHL and MillerCoors (MolsonCoors to Canadians) came to a league record deal of $375 million.  Of course this calls for a new campaign.  The last postseason campaign, "History Will be Made", was too oriented toward diehard hockey fans.  The Stanley Cup, a 120 year tradition, is recognized by many throughout different communities.  Whether an actual fan, casual fan, or non-fan, many can identify with the Cup even if they do not follow hockey religiously.  Every franchise, sponsor, and other stakeholders imaginable are responsible to launch their own promotion of this campaign. 
     There are many slogans beginning with the word "Because...".  Examples are "Because it's the Cup" and "Because in hockey, there are two half times".  The NHL wants to break even further into social media by "socializing" the Stanley Cup Playoffs.  It would be similar to what March Madness is like and their promotional campaigns.  This will appeal more-so to casual and non-fans.  During the 2012 playoffs bars will feature Stanley Cup tap handles for MillerCoors (MolsonCoors) beverages.  About 4,000 in the United States and 2,500 in Canada will participate in this promotion.  Go figure as it is the only trophy in America's top four sports leagues you can drink a beer out of.  Many of sponsor's packaging will include "Because it's the Cup" branding.  I've seen NHL branding ever since the new sponsorship.  Coors packaging in the New England features the Boston Bruins and so does Bud Light.  Stores often have Bruins logos with the Cup featured in windows. 
     The new TV campaign is broken down into four themes.  The first is "Two Halftimes" which recognizes and promotes team relationships and camaraderie in homes and bars during the playoffs.   Next is the "Where its been" showing unique places the Cup has been.  Following the many places the Cup has been brought is the "City" theme which shows how the playoffs bring communities together and lastly the "Story" aspect which demonstrates the history of the Cup.