Hockey Meets Pop Culture
The NHL is riding a wave of unprecedented growth, with rising viewership, innovative digital branding strategies, and high-profile collaborations capturing the attention of younger, diverse audiences. From record-breaking ratings to partnerships with pop culture icons like Justin Bieber, the league is making hockey more accessible and exciting than ever. With this momentum, now is the perfect time for brands to partner with the NHL and tap into its expanding fan base, blending tradition with trend-forward appeal.
The National Hockey League (NHL) has always been a league at the intersection of sports and entertainment, but in recent years, it has taken brand partnerships to new heights. In this article, Hollywood Branded dives into the latest trends and partnerships transforming the NHL’s approach to branding, highlighting how these strategies are enhancing fan engagement and creating new opportunities for brands to make an impact.
Scoring big: NHL HITS NEW HIGHS ACROSS THE BOARD
The NHL has recently seen a surge in popularity, with significant increases in viewership and fan engagement. During the 2023-2024 regular season, the league averaged 504,000 viewers per game across ESPN, ABC, and TNT, an 8% rise from the previous year and the highest since the 2015-2016 season. ESPN alone reported a 25% increase in its NHL broadcasts, reaching an average of 486,000 viewers. This growth is bolstered by marquee matchups, dynamic players like rookie sensation Connor Bedard, and increased accessibility through partnerships with major networks like Disney and TNT, positioning the NHL as a rising force in sports viewership.
As the NHL’s global visibility grows, international brands have more opportunities to leverage its reach. New broadcast deals in markets like China, Europe, and Latin America provide visibility that supports the global ambitions of both the NHL and its partners. For brands, this upward momentum offers a prime opportunity to connect with the NHL’s expanding, engaged audience. Whether through partnerships with the league, teams, or marketable stars, brands can tap into a growing fan base and capitalize on the league’s innovative digital strategies and evolving global presence.
Capturing Gen Z
To attract younger and more diverse audiences, the NHL has strategically partnered with brands that resonate with Gen Z. Companies like TikTok, DoorDash, and Adidas have signed notable deals with the league, aiming to leverage their lifestyle appeal to reach new fans. By connecting with younger fans on social media platforms and through lifestyle branding, the NHL builds an inclusive, modern image that resonates with a broader demographic. These partnerships also offer brands a chance to incorporate fresh, trend-driven content that appeals to younger audiences who are increasingly engaging with hockey.
A prime example of this strategy is TikTok’s logo appearing on the road jerseys of the Washington Capitals for the 2024-2025 season. This groundbreaking collaboration marked the first time a major social media brand featured prominently on an NHL jersey, signaling a shift toward integrating pop culture directly into hockey’s branding. The partnership not only serves as a bold marketing move but also highlights the NHL’s commitment to connecting with younger, digital-first audiences. With TikTok’s vast user base and cultural influence, this collaboration amplifies visibility for both the league and the Capitals, while positioning the NHL as an innovative leader in sports marketing. This move opens the door for future collaborations that could blend technology, entertainment, and hockey in unprecedented ways.
In another strategic move to capture young audiences, the NHL released its "Gen Z" ad campaign last month, blending humor with high-energy hockey action. The ad features the next generation of NHL stars like Connor McDavid and Jack Eichel poking fun at the idea of Gen Z being lazy and disruptive while cutting to highlights that showcase the hard work and innovative style of play of Gen Z players, complete with veteran star Sidney Crosby comedically commenting, “Kids these days.” The league cleverly taps into the humor and self-awareness that resonate with this audience, showing that hockey can be both intense and fun. Public reaction to the ad has been overwhelmingly positive, with fans on social media praising the NHL’s fresh approach to marketing. The campaign’s lighthearted tone and relatable style have helped to make hockey more approachable for younger viewers, signaling the NHL’s commitment to evolving with the times while keeping the sport’s authenticity intact.
Photo Credit: Adland
Player and celebrity Partnerships
Individual NHL players have recently been going against the stereotype that hockey players lack personality by becoming valuable assets for brands seeking to connect with fans through authentic partnerships. Some players have cultivated significant social media followings, which brands leverage to create direct and impactful connections with audiences. Jack Hughes has quickly become a standout star in the NHL, not only for his dynamic play on the ice but also for his growing portfolio of brand partnerships that reflect his youthful energy and charisma. As the face of Gatorade’s marketing aimed at younger athletes, Hughes highlights the importance of hydration and recovery, aligning perfectly with the brand’s messaging and his own image as a top-tier athlete.
Additionally, Hughes has partnered with Chipotle, another brand that resonates with younger, health-conscious audiences. Through this collaboration, Hughes has been featured in digital campaigns, social media promotions, and even his own menu item. The “Jack Hughes Bowl” featured a custom combination of ingredients inspired by the star’s own preferences. The bowl was promoted through social media campaigns and in-store activations, further cementing Hughes’ connection with fans. These partnerships not only elevate Hughes' profile but also provide brands with an authentic and engaging way to connect with hockey fans on a personal level, enhancing their visibility both within and beyond the NHL.
Similarly, Auston Matthews, one of the league’s biggest stars, has built a strong portfolio of brand collaborations that capitalize on his lifestyle appeal and influence both on and off the ice. His partnership with Prime, the hydration drink co-founded by Logan Paul and KSI, highlights his connection to fitness and youth culture, making him a relatable figure for younger fans. Additionally, Matthews has aligned with the Royal Bank of Canada (RBC), serving as a brand ambassador to promote financial wellness initiatives tailored for younger audiences. His friendship with pop icon Justin Bieber has also boosted his profile, amplifying his reach beyond the sports world and bringing new audiences to the NHL. Their public friendship, including Bieber’s “Drew House” clothing collaborations, has helped Matthews connect with a younger, pop-culture-driven fan base, making him one of the league’s most marketable players.
Justin Bieber's partnership with the NHL for the 2024 All-Star Game jerseys marked a major crossover between pop culture and hockey fashion. Bieber, through his streetwear brand Drew House, designed the jerseys with a modern, laid-back aesthetic that mirrors his own style—bold yet effortless. The jerseys feature a unique blend of pastel tones and graphic elements, incorporating both Drew House’s signature playful vibe into the traditional NHL jersey style. Bieber’s personal promotion of the jerseys further amplified the collaboration, with the pop star wearing the jersey in a series of social media posts and behind-the-scenes content, which generated buzz among his millions of followers. His endorsement helped make the jerseys more than just sportswear—they became a cultural statement, bridging the gap between fashion, music, and hockey, and positioning the NHL as a league ready to tap into contemporary trends.
Photo Credit: ESPN
expanding digital and in-stadium opportunities
A standout recent innovation in NHL brand partnerships is the introduction of digital ads on the boards, which dynamically adjust to show different ads depending on the viewing market. This change, introduced in the 2022-23 season, allows brands to target specific audiences without disrupting the in-arena experience. For example, fans in New York might see an ad for a local beer brand, while viewers in Canada might see an ad for a national telecommunications company, offering a customized viewing experience.
Beyond these digital boards, the NHL has expanded its digital and in-stadium opportunities by integrating interactive experiences through social media, team apps, and augmented reality ads during broadcasts. In-stadium, brands have created fan zones and immersive setups that engage fans directly, making the game-day experience more memorable and creating a lasting connection. This blend of digital and physical engagement offers brands a multi-dimensional approach to reaching fans both on and off the ice, enhancing overall fan interaction and brand visibility.
THe future of NHL brand partnerships
The NHL's rapid growth and innovative approach to branding offer brands an opportunity to connect with a dynamic, expanding audience. By leveraging partnerships with star players, pop culture icons, and social platforms, the league is redefining its image while capturing the attention of younger and more diverse fans. Looking ahead, the NHL is likely to see partnerships evolve further, especially as it incorporates more digital technology and data-driven insights. Whether through digital advertising, lifestyle branding, or immersive fan experiences, the NHL provides brands with versatile tools to make a lasting impact. As the league continues to evolve, now is the perfect time for companies to skate alongside the NHL and capitalize on this momentum to build authentic, engaging connections with hockey's growing fan base.
Photo Credit: Stack3d
Eager To Learn More?
Check out additional Hollywood Branded articles where we discuss evolving trends in sports marketing and brand partnerships:
- Nickelodeon Enters the Sports World
- Brand Sponsorships: Sports and Athletes
- How Brands Are Leveraging the Paris Olympics for Global Reach
- From Ad-Free Zones to Strategic Branding: How the Olympics Are Evolving
- College Athletes Are Winning With Name and Likeness
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