30 Rock was solid again last night — “The bird managed to dial 9-1-1 and say ‘fire’ into the phone, only because he didn’t know the word ‘rape’” — but beyond all the show’s usual weekly staple of Blackmericans and off-brand Mexican Doritos, I couldn’t help but be taken aback by the rather curious presence of hockey’s ultimate prize, the Stanley Cup.

In the episode, Liz’s ex-boyfriend and new “subway hero” Dennis posed with the Cup in front of the writing staff, declaring he and the Cup were teaming up to fight illiteracy — funny joke, if a bit inorganic, but the show does thrive off random, offbeat gags — but he later went on to mention that “The Mighty Ducks are pissed cause I left the Stanley Cup on a water taxi.” Two Stanley Cup references and the Cup itself in a 30-minute goofy sitcom about a tv show that takes place in New York, a city that hasn’t seen the Cup in fourteen years outside of tribute videos during Mark Messier’s eight jersey retirement ceremonies? Strike anyone else as odd?

Could it be because the Stanley Cup Playoffs are occurring right now on NBC? At the risk of speculation, I’m gonna go ahead and say, ummm, obviously?

I don’t blame NBC for one second — ESPN cross-promotes the sh*t out of itself to the point where Mel Kiper accidentally had Michael Wilbon in the #3 slot of his NFL Draft board last week, and I didn’t find the Cup’s integration into the episode particularly off-putting, it was just sort of… weird. Weirder than Kenneth picking up human growth hormone so Tracy’s tigers don’t realize that he’s aging? Eh, debatable.

30 Rock has already integrated Verizon and Snapple ads into their episodes, and devoted basically a whole episode to “Bee Movie,” but if that’s what it’s gonna take to keep this show on the air and maintain the roll they’ve been on for the last two-plus seasons, I’m all in favor. I don’t begrudge them any more than I blame The Office for that forced scene with Kevin and the Staples shredder a year ago, or the fifteen intense zooms into the Glad logo in every episode of Top Chef.

Besides, there are worse things than blatantly promoting the most exciting postseason in sports on entertainment venues where it clearly doesn’t belong. Wink.