Monday, April 23, 2012

Nickelback teams up with the NHL

The National Hockey League (NHL) has formed a strategic promotional alliance with the chart-topping rock band Nickelback, the League and Nickelback announced today. As part of the partnership, the band will headline the 2012 NHL Awards™ - the League’s annual, post season awards show - with two performances, sponsored by Verizon, at the event on Wednesday, June 20 at the Encore Theater at Wynn Las Vegas. The 2012 NHL Awards will be televised live in the U.S. on NBC Sports Network and on CBC in Canada. The partnership also calls for the integration of Nickelback’s music into highlight reels during the upcoming Stanley Cup® Conference Finals and promotion of the NHL® on Nickelback’s digital and social media platforms.

This will mark Nickelback’s return engagement to NHL Awards and its first performance on the NHL’s Las Vegas stage since the NHL Awards moved to the world-famous destination in 2009 as part of a multi-year partnership with the Las Vegas Convention and Visitors Authority (LVCVA). The band’s performance at the 2002 NHL Awards in Toronto helped launch its career as the top-selling band of the last decade.

“As die-hard hockey fans, we can never get enough of the NHL, even when we're on tour. And there is nothing more exciting for hockey fans than the Playoffs. The NHL Awards is the culmination of celebrating the best players and moments the season has produced. We're honored and humbled to perform at the 2012 NHL Awards in Las Vegas," said Nickelback frontman Chad Kroeger.

Among the highlights of the NHL’s promotional partnership with multi-platinum rock band Nickelback is the integration of music from the band’s multi-platinum selling seventh studio album, Here and Now, into 2012 Stanley Cup Conference Finals highlight reels and broadcast opens, bumpers and roll-outs for the NHL Network’s signature show, “NHL Tonight™.” The band will promote the NHL across its platforms, including and its Twitter (@Nickelback) and Facebook ( pages.

Nickelback will be featured in 2012 NHL Awards promotional materials, including TV, print and radio ads, digital banners and email blasts. In addition, the band’s Here and Now tour – its first North American arena tour in two years – will receive promotional support across the NHL’s broadcast, online, mobile and social media platforms, including NHL Network™,, team websites, Twitter (@NHL) and Facebook ( will offer exclusive Nickelback content, behind-the-scenes footage and interviews. The alliance will culminate with the band’s performance at the 2012 NHL Awards, which is the centerpiece in a week-long celebration of activities surrounding the 2012 NHL Awards in Las Vegas.

As the presenting sponsor of Nickelback’s NHL Awards performance, Verizon will continue to provide its customers with unparalleled access to NHL events, including compelling, "must-see" highlights from the show via the Verizon NHL GameCenter™ application. Additionally, Verizon will be running a national and local sweepstakes allowing subscribers the chance to win a trip and tickets to Vegas to see Nickelback perform live at the 2012 NHL Awards. These lucky Verizon winners will be treated to VIP experiences including behind-the-scenes access and an exclusive meet and greet with the band. Nickelback will be a featured artist in the Verizon Tones store with ringtones and ringback tones available for purchase to Verizon subscribers.

Currently on a North American tour, Nickelback has achieved a prestigious place in music history, having sold nearly 50 million albums worldwide. Since their 2001 breakthrough hit song “How You Remind Me,” Nickelback has sent more than 20 singles rocketing onto various Billboard charts. In 2009, Billboard named Nickelback “Top Group of the Decade.” Their now-classic album All the Right Reasons insured Nickelback an indelible place in rock history: it spent a staggering 112 consecutive weeks in the Top 30 of the Billboard Top 200, was certified eight-times platinum in the U.S. with more than 11 million copies sold worldwide, and topped the charts in four countries. All the Right Reasons spun off seven multi-format singles and made Nickelback the first band in Nielsen BDS history to send five singles onto the CHR charts.

The 2012 NHL Awards will honor the best regular-season players in a wide range of categories, including most valuable player (Hart Trophy), outstanding goaltender (Vezina Trophy), outstanding defenseman (Norris Trophy) and outstanding rookie (Calder Trophy); the Ted Lindsay Award, formerly known as the Lester B. Pearson Award, which is presented annually to the “most outstanding player” in the NHL as voted by fellow members of the National Hockey League Players' Association (NHLPA), will also be awarded.

Sirius XM Satellite Radio will provide radio coverage. NHL Network and will provide extensive coverage of the 2012 NHL Awards festivities. NHL Network will host exclusive live coverage of the 2012 NHL Awards Red Carpet show prior to the event.

Nominees for each Award, along with a full line up of celebrity guests, presenters and entertainment, will be announced in the coming weeks. For more information, visit

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