On March 13, the NHL launched its official account on both Douyin and Toutiao making it active on four Chinese online platforms, including Weibo and Wechat, with the aim of providing more content via new platforms. Douyin with its overseas version, TikTok, is a short video platform, and the online content platform Toutiao boasts over 700 million users.
With the approach of the 2022 Beijing Olympic and Paralympic Winter Games, ice and snow sports are now receiving much more attention. Currently there are over 12K registered ice hockey players in China with the national governing body of ice hockey.
In the past two years, the NHL has held four pre-season games in China. It aims to provide more entertaining and localized content for hockey fans and enthusiasts through platforms such as Douyin and Toutiao.
At present, NHL matches are available on Tencent Video and CCTV5+.
Reference: Forbes China
Proofread by Raymond Fitzpatrick