NHL teams with Twitter for Stanley Cup playoffs live look-ins

Ice hockey league also inks pizza sponsorship deal with Little Caesars.

by Sam Carp

NHL teams with Twitter for Stanley Cup playoffs live look-ins
  • NHL fans to vote for games they want streamed on Twitter
  • Look-ins will include final two minutes of third period in later rounds

Social media platform Twitter has agreed a deal to show two-minute live look-ins from games during the National Hockey League's (NHL) expanded 24-team Stanley Cup playoffs.

The collaboration will see the NHL initially select two game nights per week from the qualifying round to feature as live look-ins in an attempt to drive awareness and viewership around the main broadcast on NBC.

Fans will be invited to vote in a Twitter poll for the games they want featured in the live look-ins, which will be available via the ice hockey league's official handle, @NHL.

A minimum of five games will then be featured during the conference finals, while live look-ins are planned for every game of the Stanley Cup final.

Twitter will stream the first two minutes of the first period throughout the initiative. However, for the Conference Finals and the Stanley Cup final, it will show the last two minutes of the third period, whereas it will show the first two minutes of the third period during the qualifying round.

Disney Streaming Services, which operates the NHL’s digital business, is also involved in the collaboration.

Heidi Browning, the NHL’s senior executive vice president and chief marketing officer, said: “Everything our fans do shows us they want to have deeper connections with the league and our teams, and this exciting partnership with Twitter and Disney Streaming Services – especially during this unprecedented time of social distancing – provides the perfect platform to facilitate fan interaction and conversation, as well as drive broadcast tune-in.”

Twitter will also house video highlights during each round of the Stanley Cup playoffs, as well as Twitter Moments during the final two rounds.

“As the puck drops on the 2020 Stanley Cup Playoffs, Twitter will once again be home to an awesome mix of premium NHL content and real-time hockey conversation,” added TJ Adeshola, head of US sports for Twitter. “The appetite for live sports content on Twitter is massive and as teams hit the ice in the coming weeks, you’ll feel the roar of the crowd on Twitter during each round of the NHL postseason.”

The NHL has also announced a new multi-year sponsorship deal with Little Caesars, which becomes the official pizza delivery partner of the league in North America.

The agreement, which runs through the 2020/21 season, gives Little Caesars an array of exclusive marketing rights and designations, with its branding set to feature in a corner-ice ad position during the upcoming playoffs.

The 2020 Stanley Cup playoffs begin with the qualifiers from 1st August, starting with game one between the New York Rangers and Carolina Hurricanes.