NBC Sports Group, Civic Entertainment Group Launch Marketing Partnership with Stanley Cupcakes

NBC Sports Group has selected Civic Entertainment Group, the newly acquired marketing agency by Seacrest Global Group, to develop and execute experiential marketing campaigns and broker strategic, promotion partnerships for the network. The partnership kicks off with efforts surrounding NBC Sports Group’s 2013 Stanley Cup Playoffs campaign and will continue through NBC Olympics’ presentation of the 2014 Olympic Winter Games in Sochi.

NBC Sports Group and Civic Entertainment Group’s first campaign will launch this week, with NBC Sports and the National Hockey League (NHL) joining forces with Crumbs Bake Shop to celebrate the start of the 2013 Stanley Cup Playoffs. As part of the “Because It’s The Cup” marketing campaign, NBC and CEG have created a limited edition set of “Stanley Cup Cupcakes.” The campaign, which launches Tuesday, April 30 with a press conference in Madison Square Park, NYC, includes:

• Crumbs Cupcakes featuring all sixteen (16) playoff clubs to be sold at 65+ Crumbs retail locations throughout the country. Select teams in select locations.

• NBC/NHL/Crumbs co-branded mobile vehicle touring key playoff cities distributing the specially “iced” Cupcakes

• Delivery of custom sets of Crumbs Cupcakes to local sports radio stations, affiliate and RSN television networks, media, and key business partners

“Civic has proven to be a very effective partner. They have amazing buzz generating ideas, but even more importantly they have the ability to execute them,” said John Miller, Chief Marketing Officer, NBC Sports Group. “We look forward to using those ideas across the platforms and events of the NBC Sports Group.”

“Working in live sports programming – the quintessential in entertainment television — tapping fan passion and driving ratings for the gold standard in sports TV is a dream assignment for us,” said CEG co-founders/CEOs David Cohn and Stuart Ruderfer. “We have enormous respect for the NBC Sports Group brand and are thrilled to be working with John and his team.”

CEG’s activities will seek to showcase NBC Sports Group’s vast array of sports offerings to drive ratings, build fan engagement and provide added-value to key business partners. The new partnership seeks to capitalize on CEG’s creative talents, cultural reach and broad network to further elevate the dynamic marketing capabilities of NBC Sports Group. In addition to the NHL, CEG will focus its support on key NBC Sports Group properties including the Olympics, Premier League and Formula 1, among others.