Stanley Pup Rescue Dog Contest Gets June 8 Premiere

Stanley Pup is coming back with a rescue dog competition, and the NHL is clearly leaning into the kind of programming that can pull in pet people and hockey people at the same time. The June 8 launch gives the league another summer window to stretch its brand beyond the rink. This is the sort of offbeat idea that sounds harmless until it starts getting real traction. The league has never been shy about testing what its audience will tolerate, and this one has a friendly face on it.