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'It's Hockey': ESPN releases new creative for NHL's upcoming 2022-23 season

October 3, 2022

‘It’s Hockey’: ESPN releases new creative for NHL’s upcoming 2022-23 season

ESPN has released a new creative to promote the upcoming 2022-23 season of the National Hockey League on ESPN and ESPN+. In his second year of NHL coverage, the new “That is Hockey” campaign features ESPN NHL analyst and hockey legend Mark Messier as the “Voice of Hockey” and promotes ESPN and his ESPN+ as “the voice of hockey.” established as the home of hockey. The spot aims to lean into up-and-coming young stars, future Hall of Famers and the overall competitiveness of the game to show that hockey is the best it’s ever been. It’s also where Walt Disney His Company’s sports platform catches the action.

ESPN worked with agency Fallon and director Jeremy Pettit to capture the essence and energy of today’s game. The creative is set to air on Monday nights during ESPN’s coverage of Monday Night Football, and will run on other paid, Disney-owned linear and digital platforms leading up to and throughout the NHL season. will be broadcast on

Laura Gentile, executive vice president of commercial marketing at Disney, said: Network and ESPN. A true gaming icon with the face and voice of hockey, our collaboration with Marc Messier delivers our message that the game has never been better and continues to evolve to attract new and old fans alike. Strengthen. “

Charlie Wolff, Creative Director of Fallon, said: The energy is idiosyncratic, as is the ice, the puck and the nuances of the game. In the way the game makes you feel. With “That is Hockey,” we set out to make ESPN not just the home of hockey, but the arbiter of everything that makes hockey… hockey.”

‘That is Hockey’ has been in the works since The Walt Disney Company, ESPN and the National Hockey League announced a historic and groundbreaking seven-year TV, streaming and media rights deal that began last year with the 2021-2022 season. , the second creative campaign.

This year’s regular season kicks off in North America on Tuesday, October 11, with the Tampa Bay Lightning visiting the New York Rangers at Madison Square Garden and the Los Angeles Kings hosting the Vegas Golden in an ESPN doubleheader showcasing a rematch of last year’s Eastern Conference Finals. increase. Knights of the Arena.


Client: ESPN
EVP, Marketing, ESPN, Network: Laura Gentile
EVP & GM, ESPN+: Russell Wolfe
VP, Marketing: Emeka Ofodile
Director, Marketing: Lucas Ferraro
Associate Director, Marketing: Thierry Lochard
Coordinator, Marketing: Maddy Cooper
Executive Director, ESPN+ Marketing: Chris Blumberg
Senior Manager, ESPN+ Marketing: Simon Barnes
Manager, ESPN+ Marketing: Steven Bonalle
Associate, ESPN+ Marketing: Ayorinde Iranlowo-Ifatunji

Creative Agency: Fallon
CEO: Rocky Novak
Co-Chief Creative Officer: Nicky Baker
Co-Chief Creative Officer: Leslie Shaffer
Chief Marketing Officer: Niki Dobratz
Creative Director: Charlie Wolfe
Group Account Director: Marion Roussel
Group Account Director: Molly Kilduff
Account Manager: Victoria Clouse
Art Director: Chris Berry
Copywriter: Matt Hanjiker
Executive Producer: Erin Simul
Producer: Rob Lee
Group Strategy Director: Chad Koenen

Production Studio: Porch House
Director: Jeremy Pettit
Executive Producer: Cody Ortson
Executive Producer: Andrew Schneider
Editing Studio: The Pub
Editor: Carlos Lamas
Executive Producer: Amanda Tibbitz


Media Contact:

Danny Chi, ESPN [email protected]

John Manzo, ESPN [email protected]

Kevin Ohta, ESPN+ [email protected]