NHL | 2025
NHL: Game On!
Led a brand partnership activation with the NHL that connected scholastic esports audiences to hockey through live programming, social content, and community-focused engagement.
16,000+
Students Actively Engaged
10,000+
NHL Opt-Ins Generated
$3M+
Earned Media Value
15M+
Impressions Delivered
Role
Director of Marketing
Channels
Overview
NHL: Game On! was a partnership activation designed to bring together hockey fandom and scholastic gaming in a format that felt accessible, community-first, and brand-safe for youth audiences. I led marketing strategy and campaign execution, ensuring the program aligned with both NHL partner goals and PlayVS audience behavior.
Campaign Components
The campaign was executed as an integrated program across live activations, digital content, and school-facing communications. Messaging and creative were built to translate NHL brand equity into culturally relevant gaming touchpoints for students, families, and educators.
Programming included on-site and broadcast moments, creator- and community-led content amplification, and coordinated promotion across PlayVS channels. The partnership was positioned to drive both immediate engagement and long-term brand affinity by meeting the audience where they already consumed competitive content.
Results
NHL: Game On! expanded NHL partnership visibility with a Gen Z gaming audience while reinforcing PlayVS’s role as a premium operator for youth-focused brand collaborations. The activation delivered strong cross-channel presence and created a repeatable model for future sports-league partnerships in scholastic esports.