NHL Network and NHL.com will be featuring a new weekly segment which will lead to two specials –
NEW YORK (October 25, 2011) – NHL Network™ and NHL.com now feature a weekly series titled Making of a Royal, which provides an unprecedented look behind the scenes at the Long Island Royals – an Under-16 AAA hockey team that happens to be coached by Hockey Hall of Famer Pat LaFontaine.
Making of a Royal, presented by McDonald’s, is distributed as a weekly vignette that rolls out every Monday on NHL Network’s NHL Live™ and NHL on the Fly™. The series also lives on NHL.com and is accompanied with a blog written by LaFontaine and occasional guest bloggers. The weekly installments will come together in two NHL Network specials. The first is scheduled to air February 19 as part of the network’s “Hockey Day in America” coverage with another on April 8 chronicling the Royals’ season-long journey.
Former New York Islander Steve Webb serves as an assistant coach for the Royals, whose roster includes LaFontaine’s son, Daniel. In LaFontaine’s first blog entry, he discusses the difference between being a dad and being a coach, as well as his son’s affinity for Coach Webb.
“With this series, I hope to show the hard work and dedication it takes to make it to the next level as a hockey player,” said Pat LaFontaine, who skated for the Islanders, Sabres and Rangers in a 15-year NHL career. “We have a lot of talented players on this team who also happen to be great kids. Getting behind the bench to coach this team is a thrill.”
McDonald’s, the world’s leading food service provider, is the presenting sponsor for Making of a Royal. As part of this partnership, the players will wear McDonald’s patches on their jerseys for the remainder of the season.
“We are proud to sponsor this program as part of our ongoing commitment to support grassroots programs that encourage active lifestyles in local communities around the world,” said John Lewicki, Head of McDonald’s Global Alliance Marketing.
This weekend, the Royals head to the Beantown Classic, one of the premiere and most scouted series of elite hockey showcases in North America. Since the tournament’s founding, the Beantown Classic has seen over 500 graduates play professional or NCAA Division I Ice Hockey.
It doesn’t sound like the most exciting programming and it will be filled with McDonald’s placement but it’s good to see something new on NHLN. The network still needs to make some big strides before it can be considered must see but every little bit helps. I’m still waiting for Voices to make a comeback.