National Hockey League

Tapping into the nostalgia of “boys skating on a pond” as a catalyst to move the perception of hockey from a third-tier sport to a powerful new position for the league, we partnered with the NHL to create the ultimate hockey experience. The Winter Classic, played in an outdoor stadium of 70,000+ fans was a great success that provided tremendous momentum to drive new experiences across the 30 teams and NHL.com increasing engagement 7x and doubling revenue. 

We led the redesign and refresh of the NHL digital experience across the league and all team properties, building a vibrant digital ecosystem with an established content discipline with national/ local editorial bureaus. Together with the NHL, we launched several profitable subscription services, ultimately seeing triple plus metrics in new digital revenue.