The NHL Is Looking For ‘Fan Leaders’ In China For New Engagement Program


Photo: @Capitals
The NHL is looking to enlist fans who will act as content creators and ambassadors for the league as it ramps content for its fans in China. 

NHL vice-president, international marketing Joe Loreski told SportsBusiness.com: “Engaging our fans across the globe is of paramount importance….The NHL fan leaders program demonstrates that objective in China, as we will identify and collaborate with those that display the enthusiasm and initiative to engage hockey fans with fan-driven content and commentary, delivered via the NHL’s growing social media channels.”

Last summer the NHL sent Alexander Ovechkin’s to China to continue its efforts to grow the game in the country. The Capitals Captain spent a week in Beijing in his role as an international ambassador for the NHL.

Photo: @Capitals

Ice hockey enthusiasts in China who have a unique point of view of Chinese hockey, leadership qualities, are active online, and are willing to organise offline activities are being encouraged to join the NHL’s recently launched initiative.

So called ‘fan leaders’ will be rewarded for their engagement by receiving benefits such as their own custom NHL jersey, free NHL.TV access for one year, tickets to future NHL China Games matches, and opportunities to participate in select VIP activities.

To earn these rewards the eventual participants will be expected to watch NHL games, share official NHL content on social channels, collaborate and create content, create and manage NHL fan clubs, and participate in NHL China events.

The Stanley Cup qualifiers and playoffs are being broadcast on CCTV-5+ and Tencent Sports, the NHL’s official broadcast partners in China.

By Jon Sorensen

About Jon Sorensen

Jon has been a Caps fan since day one, attending his first game at the Capital Centre in 1974. His passion for the Caps has grown over the decades, which has included time as a season ticket holder, social media and community organizer, and most recently led to the founding of NoVa Caps in 2014. Jon earned a Bachelor's of Science in Engineering at Old Dominion University, and is a Systems Engineer during intermissions, which has been instrumental in supporting his Capitals habit.
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