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The National Hockey League (NHL) and its U.S. and Canadian broadcast partners are bringing fans closer to the intensity of playoff hockey with a first-of-its-kind approach for the league through a new collaborative marketing campaign ahead of the 2026 Stanley Cup Playoffs.
The NHL, ESPN, TNT Sports and Sportsnet are collectively creating a cohesive look and feel for fans through a high-energy campaign showcasing why the Stanley Cup Playoffs are must-watch.
The campaign, “You Just Have to Watch,” features a series of creative spots for the first three rounds of the Stanley Cup Playoffs, with each network having its own version of the creative. The first spot, which debuted today, is “Fired Up.”
The creative concept is meant to show how intense, exciting and adrenaline-filled postseason hockey is. NHL fans know what playoff hockey is all about, but as new patrons walk into packed hockey bars in the creative, they too learn that the Stanley Cup Playoffs deliver unmatched entertainment.
Two other spots, “Overtime” and “Do Anything,” debut ahead of the Second Round and Conference Finals, respectively. Each network owns post-production of one spot, with ESPN editing “Fired Up,” Sportsnet editing “Overtime” and TNT Sports editing “Do Anything.” All creative was developed by creative agency Arts & Letters Creative Co.
NHL, the NHL Shield and the word mark and image of the Stanley Cup are registered trademarks and the Stanley Cup Playoffs logo is a trademark of the National Hockey League. © 2026 NHL. All Rights Reserved.
