IMG extends digital partnership with NHL

IMG today announced it has renewed its partnership with the National Hockey League (NHL) to manage its international social media strategy.

The extended agreement will see IMG continue to manage and deliver end-to-end content production, publishing and reporting for the NHL’s 28 international social media channels across eight markets. These include dedicated channels for audiences in Australia, Czech Republic, Germany, Finland, Mexico, Sweden and Switzerland, as well as the NHL’s pan-European Instagram and TikTok channels.

IMG has partnered with the NHL on its international social media strategy since 2019. It recently led the social media production for the 2024 NHL Global Series games in Munich, Prague, and Tampere, delivering on-site digital content capture in five languages and partnering with broadcasters, commercial partners, and hockey organisations across Europe and North America.

Earlier this year, IMG oversaw the launch of four new channels across Instagram and WhatsApp (@NHLDE, @NHLSchweiz, @NHLSuomi, @NHLCesko), growing the League’s social media footprint across international markets and engaging more fans around the world. IMG also serves as an advisor on the NHL’s international media rights deals – outside North America and Nordic territories – and broadcasts live coverage of the League to international aircrafts and cruise ships via Sport 24.

“Social media remains key in driving fan engagement, among both our core fanbase and casual hockey fans,” said Jaka Lednik, NHL Senior Vice President, International. “Being able to speak to these fans in their local language with relevant storylines, while taking into account local cultures, is a priority. We are once again putting our trust in IMG to help us design and execute our social media strategy in Europe.”

Lewis Wiltshire, SVP and Managing Director, Digital at IMG said: “The success of the NHL Global Series shows the power of fan engagement and digital to drive international growth. We’re pleased to extend our relationship with the NHL to help the League build an even deeper relationship with its international fans across Europe and beyond.”

IMG’s team of digital experts work with some of the biggest names in sport, including the NFL, Saudi Pro League, England Netball, Rugby League Commercial, Premiership Women’s Rugby and The R&A to help them reach new audiences, grow deeper relationships with fans and build sustainable commercial models. Its end-to-end digital services include digital content creation, technology optimization and commercial guidance on how to unlock new digital revenue streams.