IMG has partnered with the NHL on its global social media strategy since 2019. (Ryan Sirius Sun/Getty Images)

IMG, the heavyweight sports marketing agency, has today renewed its partnership with the National Hockey League (NHL) to manage its international social media strategy.

The extended agreement will see IMG continue to manage and deliver end-to-end content production, publishing, and reporting for the NHL’s 28 international social media channels across eight markets.

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These include dedicated channels for audiences in Australia, Czech Republic, Germany, Finland, Mexico, Sweden, and Switzerland, and the NHL’s pan-European Instagram and TikTok channels.

IMG has partnered with the NHL on its international social media strategy since 2019.

The agency recently led the social media production for the 2024 NHL Global Series games in Munich, Prague, and Tampere, delivering on-site digital content capture in five languages and partnering with broadcasters, commercial partners, and hockey organizations across Europe and North America.

IMG also serves as an advisor on the NHL’s international media rights deals – outside North America – and broadcasts live coverage of the league to international planes and cruise ships via its Sport 24 platform. 

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Jaka Lednik, NHL senior vice president of international, has said: “Social media remains key in driving fan engagement, among both our core fanbase and casual hockey fans.

“Being able to speak to these fans in their local language with relevant storylines, while taking into account local cultures, is a priority. We are once again putting our trust in IMG to help us design and execute our social media strategy in Europe.”

Lewis Wiltshire, senior vice president and managing director of digital at IMG, added: “The success of the NHL Global Series shows the power of fan engagement and digital to drive international growth.

“We’re pleased to extend our relationship with the NHL to help the league build an even deeper relationship with its international fans across Europe and beyond.”

IMG’s digital team currently works with several major sports properties, including American football’s NFL, soccer’s Saudi Pro League, England Netball, Rugby League Commercial, Premiership Women’s Rugby, and The R&A golf body.