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NBC Sports Cabler Taps Ryan Seacrest-Owned Agency to Hawk Hockey

Seacrest's company purchased Civic Entertainment Group in late 2012

To help get the word out about its National Hockey League broadcasts as well as other sports programming, NBCUniversal’s NBC Sports Network cabler is tapping something of a distant relation.

The sports network has hired a marketing agency owned by Ryan Seacrest, the producer-host who has a broader talent deal with the sports network’s corporate parent.

NBC Sports Group has tapped Civic Entertainment Group to assist with promotional efforts for NBC Sports Group’s 2013 NHL Playoffs campaign and continuing through NBC Olympics’ presentation of the 2014 Olympic Winter Games in Sochi, the two parties said in a prepared statement.

Seacrest’s  Seacrest Global Group purchased the independent Gotham agency Civic Entertainment Group in late 2012. The agency has done everything from create a “CNN Grill” during New York-based political coverage for CNN to develop clever ways to spotlight the launch of HBO’s “Boardwalk Empire.”

In the spring of 2012, Seacrest signed a broad deal with NBCU that calls for him to contribute to “Today” and various special events while continuing to hold down other jobs such as host of Fox’s “American Idol” and ABC’s New Year’s festivities and running a morning radio show for Clear Channel.

Seacrest’s company produces “Keeping Up With the Kardashians,” one of the signature programs from NBCU’s E! cabler.

It’s the latest effort from TV-marketing veteran John Miller, an NBCU stalwart who may be best known for such popular Peacock promo campaigns as “Must See TV,” “Let’s All Be There” and “It’s New to You.” Since ankling a long tenure as head of marketing for the NBC network, Miller is now chief marketing officer of NBC Sports Group.

To draw attention to the NHL playoffs, Civic and NBC Sports have formed an alliance with Crumbs Bake Shop that will put pastries from a limited-edition set of “Stanley Cup Cupcakes” at more than 65 of the company’s stores. Cupcakes featuring select teams will be available at select locations.

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