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NHL China Digital Strategy

China Digital Strategy and Community Build

Business Objectives

The NHL are considered a top 4 sport in the USA, and with the Winter Olympics coming to China in 2022 they have made a clear statement to invest from the ground up in China. The challenge was to position NHL as the authority in all things Ice Hockey and develop a local following for the league, to one day inspire future stars and drive value for TV rights.

Our Approach

Mailman developed a strategy supporting both core fans of the sport, while also developing a ‘family first’ strategy to inspire families to engage in Ice hockey together. Strategy includes fully operational social media channels, PR strategy, activation for players in market and campaign delivery. WeChat was developed to drive a family community application.


Almost 1M followers across Weibo
10,000 tickets sold at the 2018 NHL Games

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