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Islanders add cupcakes to Coliseum menu

NHL.com @NHL
All NHL teams make deals with businesses to become "official" -- the official car, beer, soda ... the list goes on and on.

But an official cupcake? Now there's one.

Almost immediately, this news caught the fancy of hockey fans, who delighted in coming up with potential hockey-related cupcakes in Twitter posts. By Thursday afternoon, #NHLCupcakes was trending in both Canada and the United States after stories by Puck Daddy's Greg Wyshnyski and CNBC's Darren Rovell were added to the mix.

The New York Islanders announced Wednesday the addition of a new corporate partner in the unique sponsorship category of cupcakes. The Isles have signed an agreement to designate Cupcake Gourmet as the official cupcake supplier of the Nassau Veterans Memorial Coliseum and the Islanders.

"To be the official cupcake supplier of the Islanders and Nassau Coliseum is huge to me," said Amy Brady, owner of Cupcake Gourmet in Huntington, N.Y. "I fell in love with the team when I moved to Long Island 15 years ago and to be a part of their world feels great."

So how did this crazy (but delicious) partnership take place?

"I was at a game and I was trying to find a concession to eat," Brady told the Isles' website. "I was thinking to myself, 'What do I want? What do I want? How great would it be to have a cupcake right now?'"

That's when Brady understood she was destined to begin a new business venture. Armed with a Cupcake Cart, Brady and her staff will begin selling orange and blue tie-dye frosted cupcakes at all Islanders' home games.

"I like the fact that we're a young team, maturing as a team. It's a fun thing. It's an exciting thing," Brady said.

Brady is excited to start selling her cupcakes at the Coliseum -- but she knows baking the right amount will be challenging at the start.

"At the beginning, I think it will be a lot of baking too many cupcakes and donating the excess to the Ronald McDonald House down the street (it's really like 15 minutes away) from the Coliseum," Brady said.

Unlike most bakeries, Brady has found her niche market, specializing in and producing only cupcakes since she opened in March 2008.

"All the cupcakes that we make here, like the candy bar ones, are unique," Brady said. "Every week we come up with more ideas. Now we ask people for suggestions, but in the beginning it was all just my ideas."

But even a pioneer like Brady has her go-to cupcake when she's in need of sugar fix.

"Without a doubt, without hesitation, red velvet is my favorite. It's a cocoa cupcake. It has vanilla cream cheese frosting. I will choose that every single time I have to choose a cupcake -- but with these new Islander cupcakes coming to the Coliseum, they're a close second."

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