PR Move of the Day:Media Post this week. Hockey Canada, in conjunction with the recent World Hockey Championships, took the unusual branding opportunity to auction off hockey player jewelry boxes in pink (with a hockey player replacing a ballerina) to draw more attention to the women's hockey world championships. The limited edition boxes were signed by Olympian Hayley Wickenheiser and put up on e-bay, an.should make a nice splash. Also during the World Championships.Hockey Canada partnered with ITECH to have children from across Canada send in designs for goalie masks to be worn during the championships. Although it was the fifth year of the unique promotion, it seems like an idea, especially with the digitial opportunities these days, that other hockey teams, minor league baseball teams (with batting helmets) even collegiate football teams, could jump on as a nice fundraiser and branding opportunity.AHL runs a nice “on the beat” column on ahl.com, and last week we noticed a great “giving back” piece by Dave McGrath. It detailed the Worcester Shark's Riley Armstrong's visit to a hospital cancer clinic, to help fulfill the wish of a young patient. The story was a great reminder of the little things that any college, team or brand ca.do to help those less fortunat.by using sports as the vehicle. Sometimes all the focus is put on the superstar visit, but this story highlighted the fact that anyone in a position of influence through their athletic or artistic talent can help improve the quality of someone's life, be it a child, the elderly, the forgotten or the infirm.
