The NHL was mentioned in Brand Week for having the 12th Best Marketing Idea for 2005. Below is a little snip from the article, you can also view the pdf for a little more info.
from Brand Week,
There were lots of bad ideas in 2005, but there were several good ones, too. Dove and Curvation were pitch perfect in their campaigns aimed at “real” women. Miller cleverly suckered Bud into a sparring match while keeping the beer category focused on taste. The NHL made some bold changes and scored a strong comeback. Even the drug industry came up with a winner in Lunesta.