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NBC Sports will air this year’s NHL All-Star Game on NBC, rather than NBC Sports Network; it’s the first time the game has been on a broadcast network since 2004. The game will be played Jan. 29 at the Staples Center in Los Angeles. And the network is rolling out a robust Hollywood-themed marketing campaign, underscoring the growing popularity of the league.
Hockey Goes Hollywood is an homage to a company town with players including LA Kings’ Drew Doughty, Pittsburgh Penguins’ Sidney Crosby and Evgeni Malkin and Chicago Blackhawks’ Patrick Kane and Duncan Keith starring in spots that parrot lines from Hollywood classics, including Scarface and Jaws as well as a send-up of a Hollywood audition that includes a joke about besieged actor Bill Cosby. The campaign also will include hockey versions of films that will be used across its digital and social platforms.
The NHL has been a boon for NBCSN, and certainly NBC Sports execs are banking that the league has more room to grow. Last year’s All-Star Game pulled in 1.6 million viewers on NBCSN. It was the most-watched All-Star Game in the network’s history.
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