After winning pro hockey’s top prize (which of course spurred a huge riot in Vancouver), the Boston Bruins have turned their focus to marketing and in doing so, the NHL franchise has selected Arnold Worldwide as its new AOR. Seems logical considering the agency’s New England roots and as a result of the Bruins’ decision, Arnold will first be tasked with creating an integrated marketing campaign (you know, digital, print, TV, OOH) to celebrate the start of the new NHL season in October.

Arnold is no stranger to the sports world, having handled advertising efforts for the Miami Dolphins, the U.S. Open tennis championships and ESPN Super Bowl spots in the past. The agency also counts New Balance and Titleist as clients if that means anything. In a statement, Jen Compton, the Bruins’ VP of marketing, says, “After winning the Stanley Cup, we have a fantastic opportunity to build on our momentum throughout New England and Arnold is the perfect partner to help us creatively do that.”

The Bruins biz was previously handled by Mullen, which resurrected this amusing video to celebrate the team’s Stanley Cup victory. According to sources familiar with the matter, there was no review.