Ryan Seacrest's Civic Entertainment Inks Marketing Deal With NBC Sports

10:00 AM PST 04/29/2013 by Lacey Rose
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The first campaign is a collaboration between the NHL and Crumbs Bake Shop, which will feature a collection of Stanley Cup-themed line of cupcakes.

Marketing agency Civic Entertainment Group has inked a deal with NBC Sports Group to develop and execute marketing campaigns and partnerships.

The deal, which comes some five months after Civic was acquired by Ryan Seacrest’s newly launched Seacrest Global Group, will begin with efforts surrounding the Group’s 2013 NHL Playoffs campaign and will continue through the 2014 Winter Olympics. Other NBC sports franchises that will likely explore tie-ins include Premier League and Formula 1.

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The first Civic-NBC collaboration will launch this week, with NBC Sports and the NHL teaming with Crumbs Bake Shop to create a limited-edition set of Stanley Cup cupcakes. Cupcakes featuring all 16 playoff clubs will be sold at the 65-plus retail locations around the country as well as through co-branded vehicles touring the various playoff cities.

“Civic [has] amazing buzz generating ideas, but even more importantly they have the ability to execute them. We look forward using those ideas across the platforms and events of the NBC Sports Group,” NBC Sports Group chief marketing officer John Miller said in a statement.

Added Civic co-founders and CEOs David Cohn and Stuart Ruderfer: “Working in live sports programming – the quintessential in entertainment television -- tapping fan passion and driving ratings for the gold standard in sports TV is a dream assignment for us. We have enormous respect for the NBC Sports Group brand and are thrilled to be working with John and his team.”

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When news of Seacrest's Civic acquisition was first announced in early December, it was positioned as Seacrest would be able to provide not only funding but also content, platforms and access to the New York-based firm, which has provided creative marketing services to media, entertainment and sports entities including A&E Networks, CNN, ESPN, HBO, NFL and Southwest Airlines. In this case, Seacrest has a rich deal with NBC Sports parent NBCUniversal, for which his involvement on the sports side includes contributing in the company’s Olympics coverage.

Email: Lacey.Rose@THR.com; Twitter: @LaceyVRose

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