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Hulu, NHL, TNT

Daily blog post: "Two days after inking a partnership with the NHL to stream the Stanley Cup Playoffs, Hulu announced Friday a marketing push that will feature its logo splashed across TNT’s broadcast of the NBA Playoffs.
Hulu’s ad spots will begin airing this Sunday and will last through TNT’s First Round, Conference Semifinals and Western Conference Finals coverage of the NBA Playoffs, during which Hulu will serve as TNT’s presenting sponsor.
As part of the deal with Turner Sports, Hulu will produce exclusive branded content featuring NBA on TNT’s on-air talent, who will highlight the breadth of Hulu’s live TV service."
Question - How does Hulu benefit from this arrangement? How does the NHL benefit? How does TNT benefit?

Hulu, NHL, and TNT all get advertising. 

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