This season, the National Hockey League is taking their ongoing mission to the next level. In recent years, the League has been making strides to market itself, as well as the sport of hockey.
Hockey’s exclusivity has been chalked up to location and money, meaning there has been little opportunity to reach potential new players and fans. But the NHL is seeing success in removing these hurdles. They’re growing the sport at the grassroots level, and every team is doing their part.
In addition to inclusive initiatives, financial programs, and expansion teams, the League is updating its image. Since its inception, the NHL and its players have had a different reputation than the other major American sports. Hockey players have been known as stoic, no-nonsense guys, at least in front of the media. When you hear about an athlete being in the news for something, positive or negative, it’s typically not a hockey player.
The league isn’t trying to change this reputation, or encourage their players to change their personalities. Rather, they’ve decided to highlight what is likable about these players — and sometimes, it’s the fact that they’re refreshingly normal. The League is full of characters, and these days, they’re encouraged to show off what makes them unique, attracting new eyes to the sport. From the most conservative players to the wackiest, everyone’s getting camera time.
A new generation of players is proving to be influential in this new undertaking. They’re talented, fun to watch on the ice, personable on camera, and willing to work with social media marketing. Though more seasoned players are also part of the effort, it’s the younger guys who are leading the charge. They’re shaping the future of the League, though what fans love about hockey, at its core, remains untouched.
A new commercial, featuring Generation Z members of the league, launched at the start of the 2024-2025 season. As part of their “The Next Golden Era is Now” campaign, this commercial features young NHL stars acknowledging common Gen Z stereotypes and making light of them. Instead of denying the claims, the players are letting their game speak for itself. Despite the negative speech surrounding Gen Z, this generation of hockey players are earning the respect of fans and players of all ages.
FACEOFF: Inside the NHL premiered on October 4, 2024 on Amazon Prime Video. This is a milestone for the NHL, marking their jump into the spotlight. The limited series gives uncommon access to the League’s best teams and brightest stars. Twelve players are highlighted, all different ages, all at different points in their careers. All vying for the same Stanley Cup trophy.
The series is a never-before-seen documentation of a player’s daily life during the hockey season. From their on-ice emotions and decisions, to their home lives. For someone who has no prior knowledge of hockey, this series may give them a reason to get involved with, or simply appreciate, the sport.
Of all the professional sports leagues, it’s fair to say hockey is excelling in both tradition and progress. First and foremost, hockey is a community, with rich histories and a welcoming attitude. The NHL is devoted to growing this community organically, connecting fans with players, and making everyone feel included.
From a promotional standpoint, hockey is full of untapped potential. Hockey has sustained a niche community whose dedication rivals top leagues. Fans have always believed that hockey reigns supreme, and the League is ready to share the secret. Now at the beginning of the 2024 – 2025 season, it’s the right time to contact SCA Promotions and talk hockey.
