from John Ourand and Eric Fisher of SportsBusiness Journal,

“For us right now, it’s about managing the conversation and creating the national conversation around hockey so fans can better understand what’s going on around the league,” said John Collins, the NHL’s chief operating officer. “Just because there’s not real revenue today doesn’t mean that we don’t think there will be.”...

The NHL is talking to the company about developing further ways to push national conversation around hockey, which traditionally has been very regional in its fandom. More specifically, the league and corporate partner Coors are working on social media executions for the coming debut of the Coors Light Stadium Series of outdoor games.

“Our partners and sponsors are looking for a social media play that can help drive a conversation around those platforms,” said the NHL’s Collins. “Sometimes they look to us for that and we can provide it. Sometimes they want to provide it and use their own resources to drive a specific program they have.”

much more, I just pointed out some of the NHL talk but the article is about all the major sports...