ESPN is tapping TikTok to reach Gen Z hockey fans. YPulse’s Sports and Athletics report data shows that only 14% of Gen Z and Millennials have watched ice hockey on-screen within the last year, but ESPN is working to change that. The network will be working with creative agency Fallon in order to captivate younger audiences. They plan on showcasing player spotlights that will let fans get to know the NHL’s teams and individual players in a more relatable fashion. Less than a year after launching their official TikTok account, the NHL’s page on ESPN’s TikTok has grown to over 215K followers. Their social media strategy is targeting younger viewers similarly to how the NFL is using their content creator network. A number of creative ads will run on the platform under their “That’s Hockey” campaign and highlight players’ “most relevant and impactful stories.” (Digiday)
