• by Richard Whitman , Columnist, December 21, 2022

At this season’s NHL Winter Classic, when the Pittsburgh Penguins face the Boston Bruins at Major League Baseball stadium Fenway Park, MassMutual will debut a documentary-style film featuring Bruins’ beloved defenseman, Charlie McAvoy, and his father, who worked hard to help McAvoy make it to the big leagues.

Working with media agency Giant Spoon, MassMutual says it is looking to deepen its relationship with new audiences on its hometown turf of Boston with a sports media engagement that goes beyond traditional ad placements and TV spots.

Through the lens of the sports experience, the film communicates the MassMutual value proposition of protecting the ones you love.  

The film will air both in-stadium at Fenway Park, as well as on TV and social media.

The game will be broadcast live at 2 p.m. ET January 2 on TNT, Sportsnet, CBC and TVA Sports. This year’s Winter Classic telecast will salute Fenway--the oldest major league baseball stadium--and honor former and current Bruins and Boston Red Sox legends.

Each year the NHL selects an outdoor stadium or arena for its Winter Classic which is played on or close to New Year’s Day.