Province paid $4M for ads during NHL playoffs

The NHL got $4 million richer thanks to the Alberta government during the 2020 playoffs in Edmonton.

According to the province's disclosure database, the money was for a contract promoting investment in Alberta to provincial, national and international audiences through a unique partnership opportunity with the NHL.

Provincial spokesman David Sands said in a statement the contract included in-arena, traditional broadcast and digital advertising over the entire run of the playoffs.

On July 10 the NHL announced that Rogers Place would host the Western Conference playoffs as well as the East and West conference finals and the Stanley Cup final.

“If you watched any of the NHL playoffs, you probably saw the ads,” Sands said.

He added the playoff coverage was a major opportunity to showcase all Alberta has to offer to millions of viewers outside our province.

If you watched any of the NHL playoffs, you probably saw the ads.

In July, Alberta Premier Jason Kenney applauded the NHL'S decision to make Edmonton one of two hub cities for the playoffs.

“That is a testament to Albertans. We have done that with the least restrictive public health measures just about in North America.”

He added he expected the hub city decision would create up to 2,000 jobs in the city and generate up to $60 million in economic activity.

Mayor Don Iveson was also happy the NHL made the decision to make Edmonton a hub city.

“Bringing hockey here will generate a real boost to Edmonton's economy,” he said. “We can't wait to delight hockey fans and show off everything our beautiful city has to offer.”

Sands said the economic impact numbers projected 1,477 to 1,914 temporary jobs, $47.5 million to $69 million in business sales and $39 million in provincial GDP. The event was also expected to support $5.9 million in taxes.

According to the database, the contract with the NHL started on July 31 and ended on Oct. 1.