NHL Network Signs Cenergy as Lead Agency

NEW YORK The National Hockey League today said it has selected Cenergy Communications as lead agency for the NHL Network.

The assignment was made without a review on the basis of a prior working relationship and on category experience, according to the NHL.

The first campaign from the East Aurora, N.Y., agency will appear in mid-November, and will include TV, print and Internet. Creative, still being finalized, will run in consumer and trade publications with an emphasis on “displaced hockey fans.” A budget was not disclosed.

NHL Network, launched this month in the U.S., has operated in Canada since 2001. The network has deals with numerous cable and satellite operators, including Cablevision, Comcast, Cox Communications, DirecTV, Dish Network and Time Warner.

NHL Network offers 24/7 coverage of the league. Programming includes 50 live games in high definition on the HD feed of the channel; highlights, analysis, and pre- and post-game reports; and player profiles.

“We look to Cenergy to help bring attention to the arrival of NHL Network in the U.S.,” Jody Shapiro, NHL group vp, television and media ventures, said in a statement. “Cenergy’s strong understanding of the cable and satellite industry and past success made it a natural decision for us to team up on this exciting project.”