$ 4 million donated to the NHL by Alta. government in a “one-stop-shop” during the Stanley Cup playoffs


EDMONTON – Alberta donated $ 4 million to Canada’s National Hockey League to advertise the Stanley Cup final in its capital.
The contract between Alberta Communications and Public Engagement (CPE) and the NHL ran from July 1 to October 1.

“The NHL playoffs taking place in the Edmonton ‘bubble’, including the Stanley Cup Final, were a major opportunity to showcase all that Alberta has to offer to millions of viewers across the country. outside our province. The contract included in the arena, traditional broadcast and digital advertising for the duration of the playoffs, ”said David Sands, director of the interdepartmental initiatives department.

“If you’ve watched any of the NHL playoffs, you’ve probably seen the commercials. ”

The government estimates that hosting the NHL in its capital has created approximately 1,500 to 1,900 temporary jobs and generated between $ 47.5 million and $ 69 million in revenue.

Sands said he contributed $ 39 million to Alberta’s GDP, more than $ 20 million less than expected.

He couldn’t say, however, that the government had already spoken publicly about the deal, called a “unique partnership opportunity” in the contract.

During the selection process, the Oilers Entertainment Group and the Government of Alberta presented the province’s then low COVID-19 numbers, the ability to create an Olympic-style village with access to leisure and entertainment activities. , and beautiful scenery in a promotional video that was criticized by the public for containing footage from across the province, but none from the host city itself.

When the announcement was officially made on July 10 – more than a week after the start of the CPE contract – Alberta Premier Jason Kenney attributed the winning offer to the province’s response to the pandemic.

“One of the main reasons the NHL comes here as opposed to some of the big US cities that used to have grants and all kinds of donations is that we have the lowest level of infections and hospitalizations of any city in NHL, ”he said in a video posted to social media.

The CPE department provides public relations, marketing and communication services to ministries.


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