A collaboration of NHL Productions, Monumental Sports, and Michael Levitt Productions, the initiative targets puppy adoptions
The NHL’s third iteration of Stanley Pup, a friendly competition featuring dozens of adoptable puppies playing on a miniature rink, airs tonight during the finale of the current postseason.
In the 90-minute special, which will air on truTV with simulcasts on HBO Max in the U.S. (9:30 p.m. ET) and Sportsnet in Canada (8 p.m. ET), all 32 NHL franchises will be represented by an adoptable rescue dog as the canines compete in the Conference Finals and subsequent Stanley Pup Final. The event will also be broadcast on the NHL’s YouTube channel on June 9 and on NHL Network on June 10 (8 p.m. and 10:30 p.m.), among other television and streaming platforms.
“Stanley Pup has become one of those rare events that feels fun, meaningful, and completely authentic to the NHL brand,” says Matt Nicholson, VP, production and creative development, NHL. “Now in its third year, there’s real excitement because it has grown from a creative idea into something fans recognize and look forward to — especially families, kids, pet lovers, and even casual viewers who may not normally tune into hockey programming.”
Each of the 32 NHL teams is represented by a puppy ready to be adopted via the Stanley Pup broadcast. (Photos: Jess Rapfogel)
The mission-driven initiative is a collaboration of NHL Productions and its creative partners Monumental Sports & Entertainment and Michael Levitt Productions.
“We each produce different types of content throughout the year,” Nicholson says. “Everyone brings a unique perspective, and that mix of ideas creates a great blend of creativity that shows in the final product. The fun touches come from the special guests we add along the way, whether they’re human or four-legged.”
The goal with Stanley Pup, he says, “has always been to entertain and to inform,” whether the audience is the hardcore hockey fan, casual viewer, or animal lover, who may be learning about the NHL for the first time.
“We’ve discovered that animal rescue is something many of our players and coaches are quite passionate about,” he continues. “That elevates the authenticity of the show.” Stanley Pup, he adds, allows the league and its production partners to “celebrate the sport from a totally different angle.”
At the end of the day, though, “the heart of the project” is helping puppies find new owners and their forever homes. “If a family discovers their new best friend because they watched the show, that’s a win for everyone involved. It has been rewarding to see how the series has grown — not just in viewership but in the way fans, teams, and partners have embraced it.
“I hope it remains a staple on the league calendar for years to come,” he continues. “There’s something special about a show that can make people smile, spotlight our players in a different light, and help animals in need all at once.”
A Production With a Mission
The brainstorming process by several internal groups and Monumental Sports & Entertainment and Michael Levitt Productions began months ago, according to Nicholson. It emphasized keeping the broadcast fresh, telling stories that will resonate with viewers, and leaning into what’s trending in pop culture through the overall production.
“What’s unique about the show,” Nicholson says, “is that everyone involved understands the tone and message we’re trying to hit. We want to be entertaining and funny but also deliver a polished, premium show our fans and partners are proud of.”
In Year 1, he explains, the creative process centered on introducing the concept and exploring whether there was crossover appeal between hockey and pet culture. (Spoiler alert: there was.) Because the audience has embraced Stanley Pup, the production team has been able to expand the creative, too, through more adoption stories and player/celebrity integrations. In addition, the Stanley Pup pool has expanded from 16 teams in the inaugural year to all 32 NHL teams represented.
“The fans always have reactions to the fun pun names we give the pups,” Nicholson notes. “It’s a task to keep the puns entertaining without being repetitive.”
For the Stanley Pup broadcast, production staffers incorporated multiple GoPro cameras around the rink to provide a new perspective for the at-home viewer, but, he says, “the pups always seem to find them and think they are toys.”
The highly coordinated broadcast relies on consistent communication among production staff, technology crews, handlers, animal shelters, and on-air talent, Nicholson says, “all while trying to balance producing a show, entertaining viewers with creative ideas, and working around the napping schedules of the stars of the show.
“Flexibility is critical,” he says, “as the puppies operate on their own schedule. There is always a backup plan if the pups need a break.”
Production Tech
The camera complement for Stanley Pup features Sony FX9’s for both the main gameplay camera and the jib. The secondary gameplay cameras, also known as side iso cameras, and the purple headshot camera are Sony FX6’s; the overhead camera is a Sony FX3. The greenscreen is a Canon C400, and the multiple GoPros deployed are the HERO 11 Black (4K) model.
Audio capture includes the referee’s lavalier mic and multiple DPA 4017 microphones staged to gather the sounds of dogs playing on the ice. The rink walls help contain some sound and provide natural amplification.
The Talent — On-Air and Behind the Scenes
The competition will feature several special guest appearances by celebrity dog lovers: SNL star Kenan Thompson,legendary play-by play announcer Doc Emrick, and NHL players Devin Cooley (Calgary Flames), Seth Jarvis (Carolina Hurricanes), and Will Smith (San Jose Sharks). Play by play caller Chris Rose and color commentator Mark Shunock will also be on hand, alongside rinkside reporter Alexa Landestoy.
Photographer Elias Weiss Friedman, known as “The Dogist” because he regularly snaps images of dogs in New York City, will lead adoption–follow-up segments. He’ll speak with three families who adopted puppies during prior Stanley Pup games.
NHL Productions works with Aimee Brillhart, who leads the production team at Monumental Sports & Entertainment, and with Michael Levitt, whose Los Angeles-based production company has worked on 200-plus live events and specials. Multiple NHL departments worked on the broadcast: production, public relations, social media, digital, marketing, and creative services.
