Sales of the NHL's livestreaming video have increased more than 250 percent this season

804, . MONTREAL, Jan 23 (MARKET WIRE) NHL All-Star Weekend The National Hockey League (NHL), the NationalHockey League Players' Association (NHLPA) and Cisco (NASDAQ: CSCO) todayannounced a new strategic agreement whereby Cisco will support theleague's strategic digital media initiatives with Cisco technology. Theimplementation of Cisco technologies will help the league super-servemillions of avid hockey fans across North America with digital video oftheir favorite teams and players.The NHL is strategically using digital video in many ways:It is capitalizing on the convergence of media (Internet, mobile,television) and satisfying the most passionate, tech-savvy fans in all themajor pro sports. It serves a significant "displaced" fan populationthat lives in a different local market than their favorite team.And isexposing fans across North America to all of the incredible action,compelling storylines and behind-the-scenes footage from all of theleague's 30 teams.

The league is embracing Cisco's Internet-based networking and advancedtechnologies as the platform to strategically deploy digital videoapplications and capitalize on these fan activation opportunities. Forexample:NHL GameCenter LIVE(TM) is the NHL's popular new online subscriptionservice that puts fans in control of the premium experience forinteracting with and viewing live NHL games. NHL GameCenter LIVE streamsup to 40 games per week (blackout and other restrictions apply), and isspecifically designed for those avid fans looking for the most complete,in-game NHL viewing experience, as well as for the nearly 50 percent ofNHL fans that live away from their favorite team's local televisionmarket and crave more live game coverage. Sales of the NHL's livestreaming video have increased more than 250 percent this season.NHLNetwork Online(TM) is a groundbreaking broadband media service that isavailable free to fans at NHL . A key component of the NHL's strategyto build global scale through digital media, the NHL Network Online isdelivered to fans through a sleek broadband media player. This immersive,all-access experience invites fans to NHL to spend more time behindthe scenes with their favorite players and teams. This fundamentally changes and improves thein-arena experience for NHL fans and exposes fans in a given market toall of the exciting plays and storylines throughout the league,increasing interest and encouraging subscriptions.

Supporting Quotes: John Collins, chief operating officer, NationalHockey League "Video is a strategic business application for the NHL. Itprovides a platform for distributing unique, proprietary content to buildfan interest, engagement and loyalty. Thecollaboration between Cisco and the NHL will ensure that the game ofhockey continues to transcend borders, time zones and digital mediums todeliver the ultimate fan experience today, tomorrow and into the future."Mike Ouellet, chief of business affairs, National Hockey League Players'Association "The NHLPA is pleased to partner with Cisco, an organizationthat is increasing the exposure of our membership's great hockey skillsand unique personalities to new audiences across virtually every digitalplatform." Supporting Links:Cisco Sports Web Site Cisco Connected SportsSolutions Podcast on the Evolution of Entertainment Cisco/NHL video blog Technorati Tags: Cisco, sports, NHL, collaboration, video, TelePresence About the National Hockey League Players' Association The NationalHockey League Players' Association (NHLPA), established in 1967, is alabour organization whose members are the players in the National HockeyLeague (NHL). The NHLPA works on behalf of the players in varieddisciplines such as labour relations, product licensing, marketing,international hockey and community relations, all in furtherance of itsefforts to promote its members and the game of hockey. In 1999, the NHLPAlaunched the Goals & Dreams fund as a way for the players to givesomething back to the game they love. The players' program has donatedfull sets of hockey equipment to more than 9,000 economicallydisadvantaged children in 17 countries and assisted with upgrades and thebuilding of hundreds of arenas world-wide.

To date, Goals & Dreams hasdonated more than $17-million to grassroots hockey programs around theworld making it the largest program of its kind For more information onthe NHLPA, please visit nhlpa . Today, the NHL consists of 30 Member Clubs, each reflecting theLeague's international makeup, with players from more than 20 countriesrepresented on team rosters. According to a Simmons Market Researchstudy, NHL fans are younger, more educated, more affluent, and accesscontent through digital means more than any other sport. The NHLentertains more than 100 million fans each season in-arena and throughits partners in national television (VERSUS, NBC, TSN, CBC, RDS, RIS,NASN, ASN and NHL Network) and radio (NHL Radio, Sirius XM Radio and XMCanada). Through the NHL Foundation, the League's charitable arm, the NHLraises money and awareness for Hockey Fights Cancer and NHL YouthDevelopment, and supports the charitable efforts of NHL players. For moreinformation on the NHL, log on to and the NHL Shield are registered trademarks and NHL GameCenter LIVE,NHL Network Online, NHL Network and NHL Radio are trademarks of theNational Hockey League. About Cisco Cisco (NASDAQ: CSCO) is the worldwide leader in networkingthat transforms how people connect, communicate and collaborate.Information about Cisco can be found at http:// For ongoingnews, please go to , the Cisco logo and Cisco Systems are registered trademarks ortrademarks of Cisco Systems, Inc.