NHL Links With Snapchat on Multi-Year Digital Partnership

The National Hockey League and Snapchat, in association with Disney Streaming Services, announced an expansion of its multi-year partnership. For the first time, the NHL will produce Curated Our Stories for games and marquee events, making the NHL the first professional sports league to utilize Snap’s third-party curation tools, and a new weekly show, NHL Highlights that will cover the top plays of the week, so Snapchatters worldwide can keep up with all the on-ice action.

In addition to the Curated Stories produced by the NHL from publicly submitted Snaps, a team of editors at Snapchat will also produce Our Story coverage of games and tentpole events, including NHL All-Star Weekend and the Stanley Cup Playoffs. Our Stories will give fans, no matter if they’re in the stands or at home, a front-row seat to the games. Fans can get even more behind-the-scenes action by following the NHL on Snapchat.

The expanded partnership again includes NHL Bitmoji outfits for all 31 teams, so Snapchatters can show off their fandom by wearing their favorite team’s jersey, and Geofilters will be available over every team’s home arena.

“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,” says NHL CMO & EVP Heidi Browning. “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.”

“We want Snapchat to be the best place on mobile to keep up with the NHL,” says 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.”