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 caused a stir and captivated the audience.

As the ex-NHL forward and current TNT and Sportsnet analyst stepped onto the stage to present the last award of the evening, which was for the Best Marketing Campaign, he invited Jack Edwards to join him. Jack Edwards, who previously served as the play-by-play announcer for the Boston Bruins, sadly had to retire after the 2023-24 season due to an unexplained speech complication that puzzled doctors.

He got a standing ovation.

The sixth Stanley Awards, which commenced in 2018 in Las Vegas, provided a fitting culmination to the presentation. Held in Boston during the 2024 NHL Club Business Meetings presented by Ticketmaster and hosted by the Bruins, this prestigious event acknowledged remarkable accomplishments, pioneering advancements, inventive fan engagement strategies, and outstanding results across all NHL clubs throughout the 2023-24 season.

Kathryn Tappen hosted the show, featuring an esteemed lineup of guests. These included Ray Bourque, a former Bruins defenseman and Hockey Hall of Famer, Danielle Marmer, the general manager of PWHL Boston, Sydney Bard, a promising 2024 PWHL Draft pick, Jim Montgomery, the coach of the Bruins, and Andrew Ference, a former Bruins player. Additionally, Carter and Edwards served as presenters.

An external panel of esteemed leaders in the sports and entertainment industry meticulously picked the winners from a pool of 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 work carried out by all teams in the League on a daily basis across various categories.

There are two goals in mind. Firstly, to acknowledge and appreciate the exceptional work being done. Secondly, to provide a valuable platform for sharing information and best practices. This is achieved by not only recognizing the finalists and winners of each award, but also by granting all of our teams access to all the submitted work. This allows them to observe and learn from the developments in other markets.

Furthermore, it serves as a source of motivation for other teams, resulting in an overall elevation of everyone involved.

Cohig mentioned that the concept of collaborating and exchanging knowledge has greatly fueled creativity, resulting in over 130 submissions from all our teams. Cohig further acknowledged the remarkable effort put in by the teams, not only in their daily tasks but also in preparing and analyzing the submissions and associated metrics. Witnessing this growth is truly inspiring.

The Anaheim Ducks were awarded the Marketing Campaign prize for their successful collaboration with Vans. This initiative aimed to promote the club’s brand and introduce three uniquely branded shoes. Winning the Stanley Award for the first time, the Ducks’ Vans Campaign proved to be a remarkable achievement.

On Tuesday, an additional seven awards were distributed.

The All Her campaign by the Washington Capitals, aimed at promoting girls’ involvement in hockey, earned them the prestigious title of Best Social Impact and Growth Initiatives winner. This recognition highlights the team’s efforts in creating programs that foster a healthier and more dynamic community, ensuring enhanced accessibility, opportunities, and inclusivity for all.

“The Capitals have received their third award, demonstrating our unwavering commitment to women’s hockey,” proclaimed Hunter Lochmann, Chief Marketing Officer for Monumental Sports & Entertainment.

The Philadelphia Flyers were honored with the title of Social Media Club of the Year, acknowledging the exceptional performance of their social media team. This remarkable achievement marked their third Stanley Award win.

The Bruins have earned their second Stanley Award victory by claiming the title of Best Sponsorship Activation. This time, they were recognized for their exceptional collaboration with JetBlue/Centennial Jersey Launch Partnership. This prestigious award acknowledges the team’s outstanding efforts in creating and executing a creative and successful partnership campaign. The campaign aimed to achieve mutually beneficial brand and business objectives by partnering with one or more club sports.

The Scratchy Tuesday campaign by the Calgary Flames proved to be a major success, earning the team their very first accolade for Best Ticketing Initiative. This initiative was specifically aimed at boosting ticket sales, attracting new customers, and enhancing the retention of season ticket members.

The game presentation team of the Vegas Golden Knights was honored with their third Stanley Award for Game Presentation of the Year, acknowledging their exceptional performance and overall excellence.

Eric Tosi, the marketing officer of the Golden Knights, expressed that being acknowledged for their game presentation is a remarkable achievement, as the bar has been elevated for the entire League collectively.

This year, the total number of awards increased to eight with the addition of two new ones.

The Park at UBS Arena, developed by the New York Islanders, received the Venue Business Initiative award for its remarkable efforts in enhancing the fan experience. This accolade also marked the Islanders’ first Stanley Award victory.

The Dallas Stars achieved a remarkable victory in Strategy, Analytics, and Innovation, securing their first-ever award recognizing the club’s exceptional performance in these areas. This prestigious accolade acknowledges the overall excellence demonstrated by the Stars’ Strategy and Analytics group.

Cohig emphasized the immense significance of blending together the recognition of great work, discussions about the process, planning, metrics, and the overall outcome during the Club Business Meetings, as this amalgamation is crucial for the awards’ essence.