“I want to thank the National Hockey League for giving me an opportunity to share my love of hockey with a whole new generation of fans,” Richards said. “I have always wanted to use my platform to educate and inspire, and I look forward to sharing my passion for hockey with millions.”

A content creator and serial entrepreneur, Richards has amassed more than 40 million fans across social media channels. He will make his debut as a special adviser to the NHL on Thursday, July 1, participating in a one-on-one conversation with NHL Commissioner Gary Bettman that will be available across the NHL’s social and digital channels.

“We love the passion Josh has for hockey. He shares the League’s vision to engage young hockey fans,” said NHL Chief Content Officer Steve Mayer. “He relates to our players and fans and we can’t wait to hear his great ideas about how to grow our game. We look forward to working with Josh over the next year.”