TikTok Partners with NHL to Bring Exclusive Content and Experiences to Fans

TikTok has announced a partnership with the National Hockey League (NHL) and the National Hockey League Players' Association (NHLPA) to provide original content and unique experiences to TikTok's global community. This partnership will be brought to life through various means, including in-ice branding and the introduction of the TikTok Tailgate Stage at two upcoming marquee outdoor NHL events: the 2022 Navy Federal Credit Union NHL Stadium Series on February 26 in Nashville, Tennessee, and the 2022 Tim Hortons NHL Heritage Classic on March 13 in Hamilton, Ontario, Canada. These events will feature performances by some of the TikTok community's favorite artists.

Together, TikTok and the NHL will deliver exclusive content, such as player fashion interviews, segments like "Who Wore It Best" and "Get Dressed with the Best," and other programming that showcases player personalities and personal styles. We understand that sports content is evolving, and TikTok fans want to see an authentic and multi-dimensional side of the athletes, leagues, teams, and games they love. We are fortunate to collaborate with partners like the NHL and NHLPA, who recognize this and aim to incorporate music and fashion, two verticals that are integral to TikTok and highly popular among our global community.

Heidi Browning, NHL Senior Executive Vice President & Chief Marketing Officer, states, "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."

Mathieu Schneider, NHLPA Special Assistant to the Executive Director, adds, "As the digital media landscape has continued to grow and evolve, it's clear that TikTok has established itself as a premier platform to connect with fans around the world. We are excited to help showcase the style, interests, and engaging personalities of our players to a large and diverse audience through this exciting partnership."

Music and entertainment play a significant role in this partnership, with the NHL and TikTok collaborating on musical artists for tentpole NHL events, including the 2022 Stanley Cup Playoffs, NHL Stadium Series, and the 2022 Tim Hortons NHL Heritage Classic. The TikTok Tailgate Stage will become a signature feature of the partnership, where some of the TikTok community's favorite artists will perform. Country music star Walker Hayes, known for his hit song "Fancy Like," which gained popularity on TikTok, will kick off the music collaboration with a pre-game show at the 2022 Navy Federal Credit Union NHL Stadium Series on February 26. Hayes' performance will be exclusively livestreamed on the NHL TikTok account for music and hockey fans worldwide.

In summary, this partnership between TikTok, the NHL, and the NHLPA aims to provide exclusive and engaging content to the TikTok community, showcasing the authentic and multi-dimensional side of sports, players, and fan experiences. With a focus on music, fashion, and entertainment, this collaboration will bring unique and exciting experiences to fans around the world.