Coyotes launch campaign to celebrate unique DNA of Arizona hockey

GLENDALE, Ariz. — Entering their 19th season in the Valley of the Sun, the Arizona Coyotes are unveiling a new campaign that celebrates the unique DNA of hockey in Arizona.

The campaign celebrates the fans who go out of their way to get their hockey fix and the players who inspire them, all the while answering the critics who say hockey doesn’t belong in Arizona.

Built on the values of integrity and selflessness, the Coyotes are inviting hockey fans to be a part of the #WeAreCoyotes pack, and will support the call to action through a series of online and offline activities.

The multi-channel campaign will consist of outdoor, digital, broadcast, theatrical, social and event experiences, and will honor the uniqueness of the Coyotes’ authentic and inclusive hockey culture.

"This proud campaign is a celebration of our extraordinarily loyal fans who are arguably the most devoted in the entire NHL," said Coyotes co-owner, president and CEO Anthony LeBlanc. "This campaign focuses on our very bright future on and off the ice and our commitment to Arizona." 

"Arizona is a great hockey market," said executive vice president and general manager Don Maloney. "We are very fortunate to have some of the most passionate fans in the entire NHL here in the Valley. It’s time for us to celebrate our uniqueness and show our pride for our team and our players."

The campaign includes a long-form film that will run in all Phoenix-area movie theaters between the Thanksgiving and Christmas holidays, digital billboards throughout the Phoenix area, expanded video content on the team website, social-media initiatives, youth hockey partnerships, mobile tours to events and festivals around Arizona and a jersey-exchange program for transplanted fans in which for every opposing team jersey exchanged by an adult, each child will receive a Coyotes youth jersey.

"We are happy to give parents with allegiances to other NHL teams the opportunity to have their kids grow up cheering for their hometown team, the Coyotes, just as they had the opportunity to cheer for their hometown team growing up," said Coyotes Chief Marketing Officer John Pierce.

The Coyotes open their season on Friday, Oct. 9, with a road game against the Los Angeles Kings, with television coverage starting at 7 p.m. on FOX Sports Arizona. The home opener is Saturday, Oct. 10, vs. Sidney Crosby and the Pittsburgh Penguins. FOX Sports Arizona will present a 60-minute pre-game show starting at 6 p.m. prior to the Saturday game. Tickets are available at