The National Hockey League has gone mobile with a site and advertising targeted to fans on the go.

Mobile ad network and site developer Quattro Wireless created the NHL.com mobile site in time for mobile consumers to experience the 2009 Stanley Cup Playoffs on their handsets. Quattro is also placing and serving ads on the mobile site as part of an exclusive mobile advertising and publishing deal.

"The goal for the NHL is to extend their digital presence to mobile," said Lars Albright, senior vice president of business development at Quattro, Waltham, MA.

"They realize their fans are now increasingly engaging on mobile devices for sports information and scores, so they wanted to make sure they address that demand," he said.

Charter advertisers on the NHL mobile site include DirecTV, Papa John's, FX Rescue Me and Universal Studios.

The NHL Mobile site offers features such as statistics, photographs, standings, schedules, scores, NHL headlines and NHL GameCenter Mobile for full coverage of NHL games.

Also, the NHL mobile properties will be able to include a dynamic feed process that lets the site update current game statistics in tandem with high-volume traffic.

Meanwhile, Bell Canada has struck an exclusive arrangement with the NHL to offer access to audio and video components to the mobile site.

Quattro's ad network in Canada includes broadcasters CTV and CBC as well as brands such as TSN and Sympatico.

Starting April 15, Quattro created features to increase engagement with mobile fans for the Stanley Cup Playoffs. Included in that list are bilingual mobile sites and the myNHL tool for hockey fans to personalize their NHL experience.

"The personalization piece is unique," Mr. Albright said. "We're not just serving a site, but one that can be personalized and changed at will. That can be novel. We've done that with a handful of clients."

The NHL will rely on Quattro for mobile Web ad sales, while continuing to work with Telescope for text messaging efforts.

With the NHL, Quattro's U.S. ad network includes clients such as NFL.com, CBS Sportsline, CNET, Bnet, Univision, Fox Interactive and Hachette.

Quattro serves ads in several markets worldwide, so Mr. Albright is confident that the NHL Mobile site will gain traction overseas. That is one of three reasons why the hockey franchise was sold on mobile.

"For them it's extending their connection [with fans] just beyond the wired Web," Mr. Albright said. "They see a lot of fans going beyond the television and the PC.

"They also see this as a good revenue opportunity for digital and they see mobile as an extension of that," he said.