ICE card given to celebrities
I was reading a couple week old issue of Sports Illustrated and came across a brief article about celebrities at NHL and NBA playoff games. Not only can it get celebrities more press in tabloids, it can also generate more interest in the two leagues and even add “credibility” to the league among the average person.
Last year, the NHL created a program to draw more celebrities to their games with the help of Rogers & Cowan (a PR firm). They distributed an ICE Card to 40 musicians, actors, and other celebrities. The card has an 800 number on the back and these celebs are encouraged to call that number and receive free tickets whenever they want. Nick Lachey, Christina Aguilera, Rachel McAdams, Elisha Cuthbert, and Cuba Gooding Jr. are some of the 40 cardholders.
The NHL also created an “entertainment advisory board” (it includes movie producers Jerry Bruckheimer and Barry Josephson) to brainstorm ways to make games and broadcasts more fun for fans. It’s hope that both efforts will make a sport that has trouble attracting attention feel hip again. “We are in the entertainment business,” says NHL senior vice president of communications Bernadette Mansur. “Everybody needs to remain relevant.”
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