NHL is tapping TikTok star Josh Richards to increase youth engagement. After stepping away from his Sway House roots, Josh Richards is finding new ways to engage with Gen Z fans—this time with the NHL. Starting now, Richards (who has 40 million followers across multiple platforms) will make appearances at NHL marquee events and have a voice in future fan development efforts, all with the goal of growing the league’s youth viewership. Richards is a Toronto native who grew up going to Maple Leafs games, so it makes sense for him to rep the league, and NHL’s chief content officer notes, “We love the passion Richards has for hockey. He shares the league’s vision to engage young hockey fans.” With YPulse’s Scouting Next Gen Sports Fans trend data showing that 63% of 13-39-year-olds consider themselves a sports fan and TikTok creators being some of their favorite stars, the world of hockey is about to get even more exciting for young fans. (Tubefilter)
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