For the last century, NHL players have battled for the highest honor in hockey: having their names emblazoned on the 125-year-old Stanley Cup. The NHL is celebrating the cup’s history, as well as its own, with a new ad campaign that’s part of the league’s centennial celebrations this year.

The cup, one of the oldest trophies in professional sports, pre-dates the birth of the NHL, which was founded 100 years ago. In 1892, the cup was donated by Sir Frederick Arthur, Lord Stanley of Preston, to be presented to “the championship hockey club of the Dominion of Canada.”

The new campaign, “Spelling,” which was developed with creative shop Baby Bear’s Porridge, stars 23 NHL greats whose names appear on the cup: Mario Lemieux, Wayne Gretzky, Phil Esposito, Mike Modano, Bobby Orr, Sidney Crosby, Martin Brodeur, Jonathan Toews, Teemu Selanne, Dave Keon, Bobby Hull, Brett Hull, Mark Messier, Sergei Fedorov, Patrick Roy, Ray Bourque, Steve Yzerman, Denis Potvin, Billy Smith, Nicklas Lidstrom, Bryan Trottier, Bobby Clarke and Mike Bossy.

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