Press Release

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Date of Release: Jun 11, 2008 
Type of Release: Public Relations 
Category: General 

SHOP.NHL.COM Generating Record Sales of Stanley Cup Merchandise
Contact Information: 



Significant Direct-To-Fan Marketing Reach, Enhanced Digital Platform,

And Large Product Assortment Help Drive 135 Percent Increase In Online Sales

NEW YORK (June 11, 2008)

The significant up-tick in sales at can be attributed to a multi-channel, direct-to-fan marketing campaign that included broadcast, print, online and direct e-mail; an enhanced digital platform that effectively connects fans with their favorite teams and merchandise; the NHL’s largest-ever assortment of championship products; and the popularity of the Red Wings.

The increase represents a 128 percent boost from the last time the Red Wings won the Stanley Cup in 2002, and is a Stanley Cup Champion merchandise sales record at

"Strong sales indicate robust North American demand for the NHL and one of its most storied franchises," said Perry Cooper, Vice President of NHL Direct. "In addition to healthy demand from local fans celebrating the Red Wings’ championship, the NHL’s digital, direct-to-consumer platform enabled us to connect thousands of geographically displaced Red Wings fans living outside of Michigan with Stanley Cup Champion merchandise."

The first day after the Stanley Cup Final, merchandise sales increased 108 percent from the first day of such sales in 2007. The second day of sales in 2008 increased 136 percent from the second day of sales in 2007, and the third day of sales in 2008 increased 176 percent from the third day of sales in 2007.

Total sales at for the three day period were 282 percent more than in 2003, 310 percent more than in 2004 and 265 percent more than in 2006.

About the NHL

NHL and the image of the Stanley Cup are registered trademarks and the NHL Shield and Stanley Cup word mark are trademarks of the National Hockey League. NHL and NHL team marks are the property of the NHL and its teams. All Rights Reserved.

For more information, contact:

Michael DiLorenzo, NHL


The National Hockey League, founded in 1917, is the second-oldest of the four major professional team sports leagues in North America. Today, the NHL consists of 30 Member Clubs, each reflecting the League’s international makeup, with players from more than 20 countries represented on team rosters. According to a Simmons Market Research study, NHL fans are younger, more educated, more affluent, and access content through digital means more than any other sport. The NHL entertains more than 100 million fans each season in-arena and through its partners in national television (VERSUS, NBC, TSN, CBC, RDS, RIS, NASN, NHL Network and HDNet) and radio (Westwood One and XM Radio). Through the NHL Foundation, the League’s charitable arm, the NHL raises money and awareness for Hockey Fights Cancer, Hockey’s All-Star Kids and NHL Diversity, and supports the charitable efforts of all NHL players. For more information on the NHL, log on to NHL.COM.

### (6/11/08)

- In the 72 hours following the Detroit Red Wings’ clinching win in the 2008 Stanley Cup Final, sales of Stanley Cup Champion merchandise at increased 135 percent from 2007.

National Hockey League logo is the official web site of the National Hockey League. NHL, the NHL Shield, the word mark and image of the Stanley Cup, Center Ice name and logo, NHL Conference logos and NHL Winter Classic name are registered trademarks and NHL Vintage Hockey word mark and logo, Live Every Shift, Hot Off the Ice, The Game Lives Where You Do, NHL Power Play, NHL Winter Classic logo, NHL Heritage Classic name and logo, NHL GameCenter, NHL GameCenter Live, NHL Network name and logo, NHL Vault, Ice Tracker, NHL Mobile name and logo, NHL Radio, NHL Network Radio name and logo, NHL Images, NHL LIVE, NHL On The Fly, NHL Awards name and logo, NHL Draft name and logo, Hockey Fights Cancer, NHL All-Access Vancouver name and logo, NHL Hat Trick Challenge, NHL Ice Time, Ice Time Any Time, NHL Green, Hockey Is For Everyone, Questions Will Become Answers, The Biggest Assist Happens Off The Ice and Because It's The Cup are trademarks of the National Hockey League. All NHL logos and marks and NHL team logos and marks depicted herein are the property of the NHL and the respective teams and may not be reproduced without the prior written consent of NHL Enterprises, L.P. © NHL 2016. All Rights Reserved. All NHL team jerseys customized with NHL players' names and numbers are officially licensed by the NHL and the NHLPA. The Zamboni word mark and configuration of the Zamboni ice resurfacing machine are registered trademarks of Frank J. Zamboni & Co., Inc. © Frank J. Zamboni & Co., Inc. 2016. All Rights Reserved.
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