The NHL is trying to build on Gen Z’s growing hockey fandom. According to National Hockey League research, nearly 1.8M people watched the league for the first time last season after watching Heated Rivalry and Off Campus, while TV viewership among 18-34-year-olds increased 30% following this year’s Winter Olympics. Now, the league is trying to turn that attention into lasting fandom by changing how they market their players. NHL CMO Sean Eggert said the success of hockey-centric romances reinforced the value of showing the “more human side” of players. As a result, the league released “NHL In Focus,” a six-part series featuring players in editorial-style photo shoots with stylists and groomers, focusing on who they are away from the rink. The league is also planning to lean “aggressively” into BookTok by working with authors, illustrators, and creators already active in hockey’s romance community. (ESPN)
👀 Read more from YPulse: Gen Z Girls Obsess Over Off Campus on The Viral List
