The NHL partnered with athlete marketing platform Opendorse to allow its athletes to enhance their personal brands and boost fan engagement.

The NHL collaboration with Opendorse allowed NHL players to use the Opendorse platform to streamline their social media presence. Opendorse assisted NHL players by giving them a custom selection of photos, videos and GIFs for them to choose from. NHL players chose from the Opendorse selection of materials and then easily edited before publishing across their social channels at a scheduled time.

The partnership kicked off with The New Jersey Devils giving their players Opendorse access before other teams joined in the promotion.