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Coyotes Launch First-Ever, Multi-Faceted Brand Campaign Designed To Celebrate The Unique DNA of Hockey in Arizona

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October 6, 2015 (Glendale, Arizona) – The Arizona Coyotes of the National Hockey League today unveiled an exciting new brand campaign that celebrates and underlines the unique DNA of hockey in Arizona.

The campaign captures the essence of the 19-year-old team: born of the desert but with ice hockey in its blood. Admittedly, the Coyotes franchise has had its ups and downs. In its 19th season in the Valley of the Sun, this 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.