Larry David gawked in disbelief from a few rows behind the playing surface. Will Ferrell donned an ill-fitting jersey and Jon Hamm stood transfixed, eyes wide behind a cup of beer.
Celebrities enjoyed a June championship series in Los Angeles' Staples Center on Wednesday night, but Kobe Bryant and the Lakers, for once, didn't play. Instead, L.A.'s stars took in the second-most watched hockey game ever, as the Los Angeles Kings pulled out a win for a 1-0 lead over the New York Rangers in the Stanley Cup Finals.
The Kings and their star-studded fan base prepare to meet the Rangers and their equally famous fans in Game 2 on Saturday night. In a rare championship matchup of teams from the United States' two largest media markets, the NHL looks to cash in on a unique combination of exposure and interest.
"You've got the perfect recipe right now with two big markets that increase your reach," said Jon Last, president of Sports and Leisure Research.
New York and Los Angeles teams (including those from the cities' greater metropolitan areas) have competed head-to-head for a championship only 10 times in the four major American sports before this year. So far, the cities have played to a 5-5 tie.
(*denotes that a team in the cities' greater metropolitan areas competed)
The market size and reach of the teams have allowed the NHL to cultivate the sport's already growing popularity, Last said. According to Sports and Leisure's annual study of sports fans, the NHL for the first time this year drew even with the NBA in fans who follow the sport "closely."
Twenty-nine percent said they followed hockey closely. While it doesn't measure up to the 88 percent for the NFL, it shows an expanding sport, he said.
Both the Kings and Rangers have established a top 10 NHL fan base nationally. The Rangers sit in the top five, said Guy Port, vice president of sales at Repucom, citing the company's national fan-tracking report.
While success plays a role in the teams' popularity — Los Angeles won the Stanley Cup in 2012 — the massive markets in which they play help.
Television ratings for Game 1 only fell short of the Chicago Blackhawks' triple overtime win in last year's finals, Last said. If the uptick in viewership continues, it could lead to piles of cash in ad sales.
"Obviously, if you get a high rating, you can increase your ad revenue," Last said.