IMG has once again joined forces with the National Hockey League (NHL) to take charge of its international social media strategy. This extended partnership holds significant importance for both parties as they aim to enhance fan engagement and drive international growth.

Uniting Hockey and Social Media for Global Impact

Managing International Social Media Channels

The renewed partnership enables IMG to continue managing and delivering end-to-end content production, publishing, and reporting for the NHL's 28 international social media channels across eight markets. Dedicated channels are established for audiences in Australia, Czech Republic, Germany, Finland, Mexico, Sweden, Switzerland, as well as the pan-European Instagram and TikTok channels. This comprehensive approach ensures that the NHL's message reaches a wide international audience.For instance, during the 2024 NHL Global Series games in Munich, Prague, and Tampere, IMG led the social media production. They delivered on-site digital content capture in five languages, demonstrating their ability to connect with fans on a global scale. By partnering with broadcasters, commercial partners, and hockey organisations across Europe and North America, IMG creates a seamless experience for fans.

Overseeing New Channel Launches

Earlier this year, IMG took on the responsibility of overseeing the launch of four new channels across Instagram and WhatsApp. This expansion of the League's social media footprint in international markets showcases their commitment to reaching a broader audience. By adding these new channels, the NHL can engage with fans in different ways and provide them with more content.For example, the new channels allow the NHL to share exclusive behind-the-scenes footage, player interviews, and game highlights directly with fans. This not only increases fan engagement but also helps to build a stronger connection between the League and its international fanbase.

Advising on International Media Rights Deals

IMG also serves as an advisor on the NHL's international media rights deals outside North America and Nordic territories. Their expertise in the digital space helps the NHL navigate the complex world of media rights and ensure that the League's content is distributed effectively to international audiences.Through their work on Sport 24, IMG broadcasts live coverage of the League to international aircrafts and cruise ships. This provides fans who are on the go with the opportunity to stay connected to the NHL and enjoy the excitement of the game.

Importance of Fan Engagement

As stated by Jaka Lednik, NHL Senior Vice President, International, "Social media remains key in driving fan engagement, among both our core fanbase and casual hockey fans." By speaking to fans in their local language with relevant storylines and taking into account local cultures, the NHL can create a more personalized experience for fans.Lewis Wiltshire, SVP and Managing Director, Digital at IMG, added, "The success of the NHL Global Series shows the power of fan engagement and digital to drive international growth." This partnership allows the NHL to leverage the power of social media to reach new fans and grow the sport globally.In conclusion, the renewed partnership between IMG and the NHL for international social media is a significant step forward. By combining their expertise and resources, they are able to create a more engaging and global experience for hockey fans around the world.