NHL.com Skates to Ads Tapping Fans' Digital Savvy

With a new season underway, fan interest in the National Hockey League appears on the rise; attendance and TV ratings are up, and every team is still in the playoff hunt. Even the league’s digital properties are on a scoring streak.

On Oct. 8, NHL.com launched an eight-episode branded entertainment video series created exclusively for advertiser Timberland dubbed Tough Guys, which profiles some of the sport’s renowned hard-core athletes. That series is part of an extensive Web buy for Timberland, which is running pre-roll spots and bumper messages prior to each episode, and executed a homepage takeover of the site last week.

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