The NHL team-based local charity Beard-a-Thon program will, for the first time ever, benefit from a national sponsor, Just For Men Mustache &Beard. The charity will be integrated into Just For Men’s advertising on NBC’s NHL Stanley Cupplayoffs coverage.
Beard-a-Thon, now in its fourth year, invites hockey fans to raise money for their favorite NHLplayoff team’s favorite charities, by pledging not to shave for as long as that team remains in contention for the Stanley Cup. Until now, Beard-a-Thon has been promoted only virally and by the individual participating playoff teams.
For the 2012 Stanley Cup Playoffs, Just For Men will sponsor the program nationally. Throughout the playoffs, all Just For Men advertising will be tagged with the Beard-A-Thon logo and URL, www.beardathon.com<http://www.beardathon.com> , and 10-second, on-air billboards will rotate with the scores during live game coverage.
Beard-a-Thon builds on widely held Stanley Cup superstion… that an unbearded team can never win. Over the last three years, pledged support from razor-eschewing fans’ family, friends and business associates has resulted in over $1 million in donations to local charities such as the Children’s Hospital of Los Angeles, Garden of Dreams (New York City), and the Mario Lemieux Foundation (Pittsburgh).
“In this year alone,” adds John Cimperman, principal of Cenergy, East Aurora, N.Y., the sports marketing agency that originated the program and has managed it since its inception, “with the participation of Just For Men and the support of the NBC Sports Network, we expect to surpass our last three years’ total contributions.”