TikTok is teaming up with the NHL to increase fan engagement at games. Since joining TikTok, the NHL’s account has garnered nearly 2M followers, while #hockey has amassed 12B views. The accounts of NHL teams count more than 546 million views globally, signaling fans’ interest in keeping up with their favorite leagues on social media. Now, TikTok is teaming up with the league to bring musical artists to tentpole NHL events, the first two being the 2022 Navy Federal Credit Union NHL Stadium Series (February 26) and the 2022 Tim Hortons NHL Heritage Classic (March 13). Walker Hayes will perform at the Stadium Series game, which will also be livestreamed worldwide on the NHL TikTok account. Additionally, exclusive content like “Who Wore It Best” segments, fashion interviews, “Get Dress With The Best” segments, and more will also be created to give fans an up close look at the players’ personalities and styles. This partnership signals how sports leagues continue to integrate sports content on social platforms and how sports events are evolving to build excitement with young fans. YPulse’s Scouting Next Gen Sports Fans trend research found that adding half-time shows / concerts/ entertainment is something that would make young fans more interested in watching sports. (Adweek)
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