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NHL looks to further engage Gen Z with TikTok partnership

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The National Hockey League and NHL Players' Association have secured a partnership with short-form video platform TikTok in order to expand fan engagement with its global fanbase.

The content and experiential partnership will come to life in several ways, including in-ice branding and the introduction of a "TikTok Tailgate Stage" at two upcoming NHL tentpole events – the 2022 Navy Federal Credit Union NHL Stadium Series on February 26 in Nashville, Tennessee, and the 2022 Tim Hortons NHL Heritage Classic set for March 13 in Hamilton, Ontario – featuring performances by some of the TikTok community’s favorite artists.

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