When the NHL seems to way forward for fandom, it seems at Lucas Raymond.

Or at the very least, gamers just like the Detroit Red Wings rookie ahead.

Raymond is a 19-year-old that grew up in a social media world. He was 4 years previous when the primary Tweet was despatched, and eight when Instagram was launched.

Connecting with others in that age demographic is significant for the league because it tries to construct new fandom, which is why the league is hoping gamers like Raymond might help increase the viewers via their social following.

“We’ve been talking about this for years, and the importance of social media as a connection point to younger fans,” mentioned Heidi Browning, the manager vice chairman and chief advertising officer of the NHL. “So you start to think about where are the next generation of fans spending the most time, then you look at the global trends, right? Young fans around the world are following athletes first, then teams and then leagues, and they’re following athletes before sports, they might even watch just because they’re interesting humans.”

It’s why the league partnered with Greenfly this season to higher coordinate and share content material on social media. Greenfly is a content material administration system that operates on the again finish, and is meant to assist streamline the league’s use of social media throughout crew, league, and participant accounts.

From a logistical standpoint, a brand new content material administration system was wanted. Before this season particular person groups and the league had their very own techniques and practices, and there wasn’t a uniform method to share content material throughout the vertical.

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