This year, the NHL and NHLPA have agreed to a new content partnership with TikTok, which will bring on-ice branding and TikTok-themed performances to outdoor hockey games. The TikTok Tailgate Stage will host concerts during the NHL Stadium Series between the Nashville Predators and the Tampa Bay Lightning on Feb. 26 and the NHL Heritage Classic between the Buffalo Sabres and the Toronto Maple Leafs on March 13 in Hamilton, Ontario.
At both events, the stage will host performances by popular TikTok artists, including country music singer Walker Hayes at Nissan Stadium for the NHL Stadium Series. The NHL has 1.7 million followers on TikTok, and the app’s hockey hashtag has 12.2 billion global views.
“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,” NHL senior EVP & CMO Heidi Browning said in a statement.
TikTok will also work with the league to produce branded content, including player personality interviews focused on fashion and style. TikTok’s sponsorships within sports also include deals with MLB and UFC.
