IMG Renews NHL Partnership to Drive Global Social Media Strategy

IMG has renewed its partnership with the National Hockey League (NHL) to continue managing the league’s international social media strategy. Building on a relationship that began in 2019, the partnership includes overseeing 28 dedicated social media channels across eight markets, including Australia, Germany, Finland, and Mexico.

This collaboration allows the NHL to leverage IMG’s expertise in content production, publishing, and reporting. Recent developments include the launch of new Instagram and WhatsApp channels for Germany, Switzerland, Finland, and the Czech Republic (@NHLDE, @NHLSchweiz, @NHLSuomi, and @NHLCesko). By tailoring content to local languages and cultures, the NHL has deepened its engagement with fans in diverse regions.

The effectiveness of this strategy is reflected in significant digital growth. During the 2019–2020 season, unique visitors to NHL.com International’s six European-language websites increased by 28%, with overall visits up by 25%. Social media engagement has also surged, with Facebook video views climbing over 1,000% in some countries and Twitter views growing by up to 442%. As of April 2024, the NHL’s official Twitter account had 7.1 million followers, underlining its expanding global appeal.

Despite these successes, maintaining growth in a competitive digital landscape poses challenges. With sports leagues worldwide vying for attention, the NHL and IMG must continually innovate to sustain fan interest, especially among casual audiences in non-traditional hockey markets.

Beyond social media, IMG contributes to the NHL’s global reach by advising on international media rights deals (excluding North America and Nordic regions) and broadcasting live games to international aircraft and cruise ships via its Sport 24 platform. These efforts position IMG as a key partner in expanding the league’s global footprint.

NHL Senior Vice President of International, Jaka Lednik, stressed the importance of localised content: “Social media remains key in driving fan engagement, among both our core fanbase and casual hockey fans. Being able to speak to these fans in their local language with relevant storylines, while taking into account local cultures, is a priority.”

With a portfolio that includes partnerships with the NFL, Saudi Pro League, and England Netball, IMG continues to demonstrate its ability to enhance fan engagement and commercial sustainability for major sports properties. Its extended collaboration with the NHL reinforces its role as a leader in digital sports marketing.

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