NHL seeks to enhance fan engagement through off-ice personalities
ESPN NHL • 1 min read • Latest: Sep 28, 2026, 4:27 PM
Last updated Sep 28, 2026
On September 28, 2026, the NHL announced initiatives to leverage off-ice narratives and personalities to deepen fan engagement. The league is looking to capitalize on the recent popularity generated by projects like 'Heated Rivalry' and 'Off Campus'. This approach includes a focus on fashion and social media trends, particularly BookTok, as part of the effort to build a lasting fanbase. These strategies aim to broaden the reach of hockey beyond traditional audiences.
- •NHL focuses on off-ice personalities to attract fans.
- •Inspired by the success of 'Heated Rivalry' and 'Off Campus'.
- •Initiatives include leveraging fashion and social media.
- •Aim to build a more lasting hockey fanbase.
- •Efforts come amid changing trends in sports engagement.
- 5:07 PMESPN NHL — Behind the helmet: The NHL's play to capitalize on hockey's cultural moment
"Inspired by the success of "Heated Rivalry" and "Off Campus," the NHL is leaning into off-ice personalities, fashion, and even BookTok to build lasting fandom.
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