Stanley Pup Returns - NHL Leans Into Cuteness for Charity

The NHL is bringing back Stanley Pup, and this is the rare league initiative that sells itself before anyone even explains the cause. The event has become a tidy little mix of playoff-season theater and charitable goodwill, with the kind of built-in appeal the league usually has to work a lot harder to manufacture. It is the sort of off-ice story that reminds you the NHL still knows how to package a good hook when it wants to.