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The answer is a great promotion.

The Portland Bureau of Fire and Rescue, the Plumbers and Mechanical Contractors Association and the Local 290 Plumbers and Steamfitters teamed up with the Portland Winterhawks Hockey Team to promote residential fire sprinkler systems during a game last spring.

Thirteen thousand fans had the opportunity to view live sprinkler activations in the sprinkler demonstration trailer before the game. Fans also received a free limited edition poster featuring their Winterhawks goalie wearing a fire helmet and mask.