The National Hockey League and Snapchat Expanded Their Existing Pact

A minimum of 15 Curated Stories will be produced every season

The Bitmojis of the Metropolitan Division National Hockey League
Headshot of David Cohen

The National Hockey League and Disney Streaming Services expanded their existing multiyear partnership with Snapchat.

DSS holds digital rights to the NHL, operating the league’s flagship application and its NHL.TV out-of-market package.

The NHL will become the first professional sports league to use Snapchat’s third-party curation tools, producing a minimum of 15 Curated Stories for games every season, along with Our Story coverage of games and marquee events, including NHL All-Star Weekend and the Stanley Cup Playoffs.

Our Stories will feature a minimum of six stories each season, curated by the messaging app.

The league will also produce new weekly show NHL Highlights, featuring the week’s top plays on the ice.

National Hockey League

All 31 NHL teams have their own Bitmoji outfits and geofilters for their home arenas.

Snap Inc. head of sports partnerships Juan Borrero said in a release, “We want Snapchat to be the best place on mobile to keep up with the NHL. The NHL has been a tremendous partner that continues to innovate, and we’re thrilled that it will be taking advantage of all of our offerings to deliver Snapchatters the ultimate fan experience.”

NHL chief marketing officer and executive vice president Heidi Browning added, “This expanded deal provides us the ability to not only put our premium content in front of Snapchat’s younger and more diverse audience, but to also tell deeper and more creative stories regularly through the perspective of our passionate fan base. We’re now creating a full 360-degree view of the NHL game experience, from fans and the league, to showcase the NHL’s thrilling on-ice action.” David Cohen is editor of Adweek's Social Pro Daily.