Special to NYSportsJournalism.com
December 12, 2016: According to The Weather Channel, the average temperature on Jan. 2 in St. Louis is 39 degrees, not exactly freezing but still pretty cold to be outside playing hockey.
That’s what the NHL wants.
On that day, the Bridgestone NHL Winter Classic outdoor game between the Chicago Blackhawks and the St. Louis Blues is scheduled to be played in Busch Stadium, home of MLB’s St. Louis Cardinals.
With chill in mind, NHL partner Reebok Hockey, a division of adidas, and retail partner Lids have unveiled “Born in the Cold," a contest with top prizes that include tickets to the game or to pre-game events.
"We know that hockey fans are passionate and love to be a part of iconic NHL events," Keith Leach, director for NHL Licensed Apparel at adidas Group, said in a statement. "The NHL Winter Classic is an extraordinary experience and Lids and Reebok would love to treat lucky fans to enjoy it."
To participate, people are being asked to submit between now Dec. 18 photos and/or videos to show "how proud they are to be 'Born in the Cold' by illustrating ways they play and celebrate hockey amid freezing and sub-freezing temperatures."
Submissions must tagged @Lids or @Lids4Hats and use the hashtag #BorninTheColdContest and uploaded to Twitter or Instagram.
People also may manually upload photos and videos to a dedicated Web site. (Details here.)
One grand-prize winner will receive two tickets to the 2017 Bridgestone NHL Winter Classic.
A second grand-prize winner will receive two tickets to the 2017 NHL Winter Classic Alumni Game, scheduled for Dec. 31, also in Busch Stadium. Among those scheduled to play are Wayne Gretzky, Bernie Federko, Brett Hull, Al MacInnis, Adam Oates, Peter Stastny and Chris Pronger.
One runner-up will win an NHL Winter Classic prize pack filled with Reebok gear and a $100 Lids gift card.
Winners are scheduled to be selected and announced on Dec. 19.
The 2017 Bridgestone NHL Winter Classic, part of the NHL's Centenntial Celebration, will air live on NBC in the U.S. and on Sportsnet and TVA Sports in Canada (1 PM ET/12 Noon CT).
Among other events scheduled around the Bridgestone NHL Winter Classic: the Heartland of Hockey Holiday Youth Classic (Dec. 26 - 30), Winterfest at the Arch (Dec. 27-Jan. 8), Pregame Tailgate Party three-day hockey festival in Ballpark Village (Dec. 31-Jan.2), a New Year’s Eve concert starring Kid Rock in Scottrade Center (Dec. 31) and the One Nation Classic Youth Hockey Day (Jan. 7).
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