Observed Signal · Apr 23, 2026 · Marketing Strategy · Source: Digiday · Impact: 3/5 · Sentiment: Positive
NHL Leverages TikTok to Grow International Fanbase
The National Hockey League is leaning on TikTok to convert casual viewers into sustained fans and to support its international expansion beyond the U.S. and Canada. The league — which opened a Zurich office last year and is targeting markets such as Germany — reports its European TikTok account has surpassed 1 billion views, averaging about 1.16 million views per post and roughly 2 million followers (third-most followed sports league on TikTok). NHL marketing leaders say short-form, platform-native content and paid distribution are driving tune-in for local broadcasters and could strengthen the league’s position in global media-rights negotiations. The NHL produces content with agency IMG, is bringing regular-season games to Europe (e.g., Ottawa Senators vs. Chicago Blackhawks in Düsseldorf), and points to a recent TV viewership uptick and research tying Netflix’s Heated Rivalry and the Winter Olympics to higher engagement.
The NHL’s use of TikTok to drive tune-in and international growth affects paid social strategies, broadcaster value and media-rights positioning — relevant to marketers, platforms and rights holders but not an industry-wide policy or technical change.
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Key Takeaways & Evidence Grounding
- The NHL is prioritizing TikTok as a core channel to recruit fans and support international expansion.
- The NHL’s European TikTok account surpassed 1 billion total views and averages about 1.16 million views per post with ~2 million followers.
- The NHL opened an office in Zurich, Switzerland, and is targeting European markets including Germany; it will stage regular-season games in Düsseldorf.
- The league manages content in partnership with agency IMG and focuses on short-form, platform-native videos, creator partnerships and paid distribution.
- ESPN/ABC/TNT games averaged 546,000 viewers (a 23% increase year-over-year), and EDO research found a 7% average uplift in campaign effectiveness for brands after Netflix’s Heated Rivalry breakthrough.
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NHL Expands European Primetime Broadcasts
The National Hockey League will run a 43-game European primetime slate during the 2025–26 season, branded as “NHL Saturday” and “NHL Sunday,” airing in more than 30 countries and territories. The move follows a reported 184% increase in average viewership for these primetime games in the region versus the league’s other live telecasts last season. The NHL will use Digitally Enhanced Dasherboards for geo-targeted advertising and publish digital content in eight languages to localize the offer. The schedule features top players such as Alex Ovechkin, Sidney Crosby and Connor Bedard and includes marquee matchups (e.g., Chicago vs. Detroit; Pittsburgh vs. Washington). The expansion is timed ahead of the 2026 Winter Olympics, when NHL players are expected to return, heightening international audience and advertising opportunities.
MLB Expands Global TikTok Content Partnership
Major League Baseball and TikTok have expanded a multi-year global content partnership to boost engagement with younger, international fans by increasing exclusive content and encouraging players to create on-platform. The deal leverages TikTok’s GamePlan suite as a central hub for game updates, highlights and behind-the-scenes material. MLB reported strong recent growth on TikTok: #MLB posts rose nearly 60% in 2025, the World Series saw viewership gains of 426% in Japan and 710% in Korea, and the league has over 10 million followers across global accounts. TikTok also hosted a Spring Training lounge to coach athletes on building personal brands as creators.
TikTok and MLB Team Up for Global Fan Engagement
TikTok and Major League Baseball (MLB) are deepening an existing partnership ahead of the 2026 season with new content and creator initiatives. Planned moves include global expansion via TikTok GamePlan, a dedicated MLB Hub for highlights and creator perspectives, and exclusive creator access (including player-facing activations and an MLB Player House lounge during Spring Training). The partnership builds on existing integrations such as Pulse Premiere. MLB and TikTok cite strong audience momentum—posts using #MLB grew nearly 60% in 2025 and TikTok research finds 85% of fans use the app as a second-screen during live events. The efforts target markets including Europe, Japan, and Mexico and aim to deepen fan engagement and drive tune-in to live games.
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