TikTok releases brand new NHL content partnership

TikTok has announced a new partnership with another major sports league! This time, it’s the National Hockey League (NHL) and the NHL Players’ Association (NHLPA). As part of this arrangement, the NHL will deliver original material and unique experiences on the app, which will assist TikTok’s larger content initiative.

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Trick shots, behind-the-scenes, off-the-ice activities, and anything and everything related to sports and pets are what really make the NHL community tick. As part of this new deal, the NHL will post more than just highlights. More player interviews and other content aimed at capitalising on TikTok trends and engaging its in-app audience should be expected.

Hey hockey fans 👋 We're so excited to announce that we're teaming up with the @NHL @NHLPA to bring fans closer to the action. See you at centre ice 😉🥅🏒 pic.twitter.com/0lAuP8zmEt

— TikTok Sports (@TikTokSports) February 23, 2022

What’s in it for TikTok? 

TikTok can look forward to new promotional incentives like in-ice branding and the launch of a new ‘TikTok Tailgate Stage’ for upcoming outdoor NHL games. Furthermore, NHL will work with TikTok on music tie-ins and partnerships for its upcoming events.

This announcement comes as TikTok tries to expand its content offerings and provide additional incentives for producers to contribute to the app. It is challenging to effectively monetize this type of short-form video content. TikTok’s response has been the creation of the Creator Fund as well as working on in-app tipping and other monetization. However, several of TikTok’s top creators are unhappy with the platform’s attitude and income distribution. As a result, creators may shift their focus to Instagram and YouTube Shorts.

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If TikTok can provide more direct posting incentives, such as new relationships with major brands like the NHL, it may be able to connect creators into these collaborations in another way. Not only that, but they open up new avenues for audience expansion and revenue.

TikTok also has exclusive content collaborations with Vogue and GQ as part of this strategy. With these new offerings, they are focusing on another important area of interest for TikTok consumers. Not only that, but TikTok will seek to cultivate instant contact while also giving its celebs more opportunities. TikTok will continue to be a destination for creators who want to go where the audience appears to be the most active. However, if rumours about income sharing continue, more of them may decide to post elsewhere, and their viewers will follow.