NHL Support Girls

This has boosted viewership metrics for the NHL. The 2010 Stanley Cup play-offs saw the largest audience in the history of the sport "after a regular season that saw record-breaking business success, propelled in large part by the NHL's strategy of engaging fans through big events and robust digital offerings." This success has resulted in a 66 percent rise in NHL advertising and sponsorship revenue. Collins said "It was a great Stanley Cup run, really across every possible metric .... Our fans are consuming more hockey." Merchandise sales were up 22 percent and the number of unique visitors on the NHL.com website were up 17 percent during the playoffs after rising 29 percent in the regular season.
Causes
The NHL advocates for a number of causes throughout the season. During the days leading up to Remembrance Day (November 11, known as Veterans Day in the United States), in respect of the day, coaches and other NHL officials wear red poppy lapel pins. Hockey Fights Cancer is a joint initiative founded in December 1998 by the National Hockey League and the National Hockey League Players' Association to raise money and awareness for hockey's most important fight. It is supported by NHL Member Clubs, NHL Alumni, the NHL Officials' Association, Professional Hockey Trainers and Equipment Managers, corporate marketing partners, broadcast partners and fans.