NHL makes ‘power play’ with extension of Snapchat deal

The NHL has agreed a new multi-year partnership with Snapchat to add more ice hockey content to the mobile app.

The league’s Snapchat channel will assemble a weekly highlights programme showcasing the best plays and biggest moments from the previous week.

In association with Disney Streaming Services, operators of the NHL.TV app, the new deal will make the NHL the first professional sports league to produce ‘Curated Stories’ on Snapchat for select games and marquee NHL events.

“This expanded deal provides us the ability to not only put our premium content in front of Snapchat’s younger and more diverse audience but to also tell deeper and more creative stories regularly through the perspective of our passionate fan base,” said Heidi Browning, Chief Marketing Officer for the NHL in a press release.

Curated Stories is a feature of Snapchat that collects uploads that are publicly submitted to enhance the NHL’s official Snapchat channel with fan-generated content.

These stories will provide behind-the-scenes footage on matchdays and up-close action from inside the arena and on the ice.

“We’re now creating a full 360-degree view of the NHL game experience, from fans and the league to showcase the NHL’s thrilling on-ice action,” continued Browning.

The NHL’s Curated Stories will launch Saturday, February 23, with the Stadium Series game between the Philadelphia Flyers and Pittsburgh Penguins at the Lincoln Financial Field.

As part of the new deal, Snapchat will add outfits to its cartoon avatar service ‘Bitmoji’ for all 31 NHL teams giving fans the opportunity to dress their character with their favourite teams’ jerseys.

There will also be additional geofilters available at every team’s arena enabling fans to broadcast worldwide that they are at a game.

“We want Snapchat to be the best place on mobile to keep up with the NHL,” said Juan Borrero, Snap’s Head of Sports Partnerships.

“The NHL has been a tremendous partner that continues to innovate, and we’re thrilled they’ll be taking advantage of all our offerings to deliver Snapchatters the ultimate fan experience.”

Previous articleTaking a club’s fan base to the next level with esports
Next articleFormula 1 unites with Netflix to provide intimate access to fans