"The NHL's most recent season brought it the best viewership figures in 14 years, with games on ESPN, ABC and TNT averaging 546,000 viewers - a 23% increase over the previous season."
"According to marketing research firm EDO, brands running ads against hockey coverage in the U.S. saw campaign effectiveness improve by 7% on average after Netflix hit Heated Rivalry's breakthrough moment last November."
"The NHL opened an office in Zurich, Switzerland, last year, and is focused on growing its presence on the continent beyond its traditional Nordic foothold."
"In practical terms, that means putting skates on the ground. The NHL is bringing more regular season matches across the pond, including a pair of games between the Ottawa Senators and the Chicago Blackhawks in Düsseldorf in December."
The NHL is focusing on TikTok to attract new fans and expand its reach beyond North America. The league experienced its best viewership in 14 years, with a 23% increase in average viewers. Marketing research indicates that ads during hockey coverage have become more effective. The NHL aims to convert casual viewers into dedicated fans, particularly in Europe, where it opened an office in Zurich. Regular season games are planned in Germany, and a robust social media strategy is being developed to enhance engagement and ticket sales.
Read at Digiday
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