The IMG Events & Media agency has struck a multi-season deal to market and distribute global media rights for North American ice hockey league the NHL outside the United States, Canada and Nordic countries.
Although the terms of the deal were not disclosed, it was confirmed that the new agreement will come into effect from the 2016-17 season.
In addition to NHL rights, IMG will work with the NHL and the National Hockey League Players’ Association to make rights for the 2016 World Cup of Hockey national team tournament available in the same territories worldwide.
The 2016 World Cup of Hockey will take place in Toronto, Canada, from September 17 to October 1. The eight competing teams will feature more than 150 players from the NHL.
Hillary Mandel, senior vice-president and head of media in North America at IMG, said: “This partnership will be based on a collaborative approach. Our global sales team’s expertise and extensive knowledge of each regional market allows us to work strategically with both organisations on a sales and consultancy basis. This is an exciting opportunity to make the NHL far more accessible for both its existing global fan base and a new generation of hockey fans.”