TikTok agrees content and branding deal with NHL

The National Hockey League (NHL) has announced a new content partnership with short form video app TikTok.

The NHL and TikTok will work together to deliver exclusive content, including player fashion interviews, “Who Wore It Best” and “Get Dressed with the Best” segments, and other programming designed to showcase player personalities and personal styles.

The official NHL TikTok account currently has more than 1.7 million followers, while team accounts on the platform have amassed more than 546 million views around the world. 

In addition to this content partnership and in-ice branding, TikTok will host a dedicated ‘Tailgate Stage’ at two upcoming events. This stage will feature performances from musicians popular amongst TikTok users and NHL fans. 

Heidi Browning, NHL Senior EVP and chief marketing officer, said: “TikTok is an extremely influential entertainment platform with a growing audience of Gen Z users. While highlights are among our most engaging content, through this partnership, we hope to reach the broader TikTok community with exclusive content that captures the amazing fan experience at NHL games and tentpole events, player lifestyle videos, and concerts and global livestreams.”

Daniel Habashi, GM, TikTok Canada, said: “Sports content is evolving; fans on TikTok want to see an authentic and multi-dimensional side of the athletes, leagues, teams, and games they love. We’re lucky to work with partners like the NHL and NHLPA (National Hockey League Players’ Association) who recognise this and want to bring music and fashion into the fold – two verticals that are both integral to TikTok and extremely popular with our global community.”