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NHL partners with Opendorse to help build players’ brands

The National Hockey League has partnered with athlete marketing platform Opendorse to help its players build their brands and increase fan engagement on social media.

The NHL and participating clubs will use Opendorse to help players publish their most powerful moments — such as highlights and in-game images — to their personal social channels immediately after games finish.

“We owe it to our players and the fans to make their moments more accessible beyond the broadcast and the in-arena experience,” said Heidi Browning, NHL’s chief marketing officer and executive vice president.

“Our players have some of the most passionate, engaged fans in all of sports, and we believe we can help them continue to build and capitalize on that connection on social media. With Opendorse, we can grow the game and provide value to our players that will last long beyond their time on the ice,” Browning said.

In 2017, the New Jersey Devils became the first NHL club to help their players with Opendorse.

The Nebraska-based company also has marketing partnerships with the Ladies Professional Golf Association, NFL Players Association and the Women’s Tennis Association, among other sports properties.