More than half-a-million fans attended Hockey Fights Cancer Awareness Nights
that were hosted by each NHL club, helping to raise funds for local charities. Broadcasters also participated in the awareness nights through extensive coverage of the initiative. More than 8 million viewers tuned-in and watched these telecasts through national and local coverage and on the NHL's digital platform, GameCenter Live.
The NHL also created new commemorative Hockey Fights Cancer merchandise, including a men's tie, ladies' scarf, New Era ladies' cap, Reebok men's tie and Reflections 2008 – The NHL Hockey Year in Photographs
. For the second consecutive year, the men's Hockey Fights Cancer tie was the top selling item on shop.nhl.com
in October, with an increase of 29% over last year.
The Hockey Fights Cancer
on-line auction featured copies of the Reflections 2008
photo book signed by NHL team captains and other prominent hockey figures. Autographed banners, ties and Reebok caps also were available for bidding through NHLPA.com and NHL.com. A "2008 Stanley Cup Playoffs" banner autographed by Pittsburgh Penguins Sidney Crosby, Marc-Andre Fleury, Sergei Gonchar, Marian Hossa, Evgeni Malkin and Ryan Malone generated the highest bid of $1,005 US. Hockey Fights Cancer
is a joint charitable initiative founded in December 1998 by the National Hockey League and National Hockey League Players' Association. It is supported by players, NHL member clubs, NHL alumni, the NHL Officials' Association, professional hockey athletic trainers and equipment managers, corporate marketing partners, broadcast partners and fans throughout North America. The goal of Hockey Fights Cancer
is to raise money and awareness for national and local organizations involved in cancer care and research. To date, Hockey Fights Cancer
has raised more than $10.5 million.