NHL's 'Mission' To Promote IMAX Film

Paramount is incorporating NHL game footage in spots for an upcoming IMAX film on various NBCUniversal and Canadian networks. The co-branding initiative features an “NHL Impossible Mission” teamwork theme playing off the next “Mission: Impossible” film, which debuts Dec. 16.

The 30- and 60-second spots are running during NHL games on NBC and Versus, as well as the NHL Network, where NBCU handles ad sales. In Canada, TSN and TSN2 are included in the campaign.

NHL Network programming is also including the ads, which meld NHL action with film clips. The Paramount movie, “Mission Impossible – Ghost Protocol” will be the top-line sponsor for a Dec. 20 broadcast on the NHL Network. It will also receive exposure via branding on the boards surrounding rinks in some NHL arenas.

Spots for the film will also look to draw interest in a sweepstakes on NHL.com to win a trip to the NHL Winter Classic.

The promotion extends online, notably with film banners taking over the NHL and TSN home pages on Dec. 7.

TSN is majority owned by Bell Media, with ESPN holding a 20% stake. Its logo uses the same font as ESPN and offers a Canadian “SportsCentre,” as well as ESPN content, such as “Pardon the Interruption” and “Monday Night Football.”