• Link copied

BOSTON — As each of the winners of the 2024 Stanley Awards were read off by the various presenters at Big Night Live on Tuesday, applause suffused the room.

However, it was Anson Carter’s departure from the planned script that truly captivated the audience and created an electrifying atmosphere.

Taking the spotlight for the last award of the evening, the ex-NHL forward and current TNT and Sportsnet analyst welcomed Jack Edwards back to the stage. The former Boston Bruins announcer had unfortunately been compelled to retire after the 2023-24 season due to an unexplained speech issue that continues to baffle medical professionals.

He got a standing ovation.

The sixth Stanley Awards, which originated in Las Vegas in 2018, provided a fitting conclusion to the presentation. The event, held in Boston during the 2024 NHL Club Business Meetings presented by Ticketmaster and hosted by the Bruins, celebrated exceptional accomplishments, innovation, creativity in fan engagement, and overall results across all NHL clubs throughout the 2023-24 season.

Kathryn Tappen hosted the show, which featured a lineup of esteemed guests including Ray Bourque, a Hockey Hall of Famer and former Bruins defenseman. Danielle Marmer, the general manager of PWHL Boston, and Sydney Bard, a 2024 PWHL Draft pick, also joined the panel. Additionally, Bruins coach Jim Montgomery, former player Andrew Ference, and presenters Carter and Edwards were part of the event.

An external judging panel consisting of esteemed leaders in the sports and entertainment industry selected the winners from 134 entries submitted by the 32 NHL clubs.

Susan Cohig, NHL executive vice president of club business affairs, stated that the purpose of honoring the clubs with the Stanley Awards is to acknowledge the exceptional efforts of all our teams in various categories on a daily basis.

There are two main goals in mind. The first is to acknowledge and appreciate the outstanding work being done. Additionally, it serves as an excellent platform for sharing information and exchanging best practices. It is not just about recognizing the finalists and winners of each award, but also providing all of our teams with access to the submitted work. This allows them to gain insights and learn from what is happening in other markets.

Furthermore, it serves as a source of inspiration for other teams, raising the overall performance and morale of all involved parties.

Cohig mentioned that the concept of collaborative teamwork and information sharing has greatly fueled creativity, resulting in over 130 submissions from our various teams. He further expressed admiration for the teams’ dedication and effort in not only producing exceptional work on a daily basis but also in meticulously preparing the submissions and analyzing the associated metrics. Witnessing the continuous growth in these aspects is truly remarkable.

The Anaheim Ducks won the award for Marketing Campaign, showcasing their successful collaboration with Vans in releasing three branded shoes. This achievement marked the club’s first Stanley Award win, highlighting their efforts in promoting their brand and related products.

On Tuesday, an additional seven awards were distributed.

The All Her campaign by the Washington Capitals earned them the Best Social Impact and Growth Initiatives award, recognizing their efforts to promote girls’ involvement in hockey. This accolade acknowledges the team’s programs aimed at fostering a healthier and livelier community by enhancing accessibility, opportunities, and inclusivity.

“The Capitals have received their third award, and we remain committed to supporting women’s hockey,” stated Hunter Lochmann, Chief Marketing Officer of Monumental Sports & Entertainment.

The Philadelphia Flyers have been honored with the Social Media Club of the Year award, which acknowledges the outstanding performance of a club’s social media team. This remarkable achievement marks their third Stanley Award victory.

The Bruins secured their second Stanley Award victory by winning the Best Sponsorship Activation category. This time, their achievement was attributed to their successful JetBlue/Centennial Jersey Launch Partnership. This prestigious award recognizes the excellence of a collaborative campaign, platform, or promotion between the team and one or more club sports, aimed at achieving mutually beneficial brand and business objectives.

The Scratchy Tuesday campaign by the Calgary Flames earned them their inaugural award for Best Ticketing Initiative. This endeavor aimed to boost ticket sales by attracting new buyers and increasing the number of season ticket holders.

The game presentation team of the Vegas Golden Knights triumphed once again, securing their third Stanley Award for Game Presentation of the Year. This prestigious accolade acknowledges their outstanding commitment to overall excellence in game presentation by a club.

“The entire League has collectively elevated the bar and set a new standard for game presentation,” expressed Eric Tosi, the Golden Knights’ marketing officer. “Being acknowledged in this manner is an immense privilege.”

This year, the addition of two new awards increased the total count to eight.

The New York Islanders achieved a significant victory in the Venue Business Initiative by winning an award that acknowledges their exceptional efforts in enhancing the fan experience at their club and arena. This remarkable achievement was accomplished through their groundbreaking project, The Park at UBS Arena, which also secured the team their inaugural Stanley Award.

The Dallas Stars secured their first victory in the categories of Strategy, Analytics, and Innovation, earning recognition for their exceptional performance in these areas. This achievement marks their triumph in an award that acknowledges a club’s overall excellence demonstrated by its Strategy and Analytics group.

Cohig emphasized the significance of combining the recognition of excellent work with the discussion of the process, including the execution, planning, metrics, and the overall outcome during the Club Business Meetings, as it forms the essence of the awards.