According to Brandweek, the National Hockey League has signed on as a promotional partner in support of Mike Meyer’s new comedy “The Love Guru.,” whose plot centers on the Toronto Maple Leafs' quest for the Stanley Cup. The NHL has committed to producing original commercials in support of the release:Marketing support will include a 30-second TV spot, produced in cooperation with the movie studio by NHL Productions, which mixes NHL game action with scenes and dialogue from the film. The spot will run on Versus, NBC and online during NHL playoff games. The spot will also appear in-arena during playoff games now through the Stanley Cup finals in June.The league will also include film-related content on NHL.com, and also plans on conducting in-arena branding and promotions.
The deal was brokered by the William Morris Agency on the leagues behalf. The film is slated to hit theaters on June 20th, with promotions running throughout the playoff season.
