The Chicago Blackhawks and Chicago Bears have entered into a marketing partnership that will include commercials featuring players from each team.
"Partnering with the Blackhawks is a unique relationship that showcases two storied Chicago franchises," said Bears senior director of sales and marketing Chris Hibbs. "The collaboration of the two teams and our star athletes is something we hope the passionate Chicago sports community can rally around."
The Blackhawks have evolved from a dormant franchise that played to a half-empty United Center on many nights to a team that sells out on a regular basis.
Chicago is recognized as a "Bears town," so the relationship should help the Blackhawks' popularity continue to rise.
"We are honored to partner with one of the most recognized brands in the world," Blackhawks senior vice president of business operations Jay Blunk said. "The privilege and honor of associating with the Bears, one of the largest brands in professional sports, is one of the highlights of our young season. This will give our players and organization exposure to millions of loyal Bears fans."