NHL launches TikTok and Toutiao accounts to extend Chinese reach

Hockey league looking to grow regional profile with increased content offer.

The National Hockey League (NHL) has launched accounts on Chinese digital platforms TikTok and Jinri Toutiao as it seeks to continue its growth in the region.

The NHL will use the ByteDance-owned brands to provide additional news and entertainment content to its Chinese audience. This move will see the NHL’s digital presence in China increase to four digital strands, with live accounts already on social media platforms Weibo and WeChat.

TikTok, known in China as Douyin, is an increasingly popular short-form video platform that has become one of the most downloaded apps worldwide. Whilst Toutiao is a news aggregator with more than 700 million downloads.

The move comes in accordance with the NHL’s rising popularity in China after taking four preseason games to the Far East in the last two year and seeing an increase of more than 500,000 followers on its Weibo account in the last 12 months.

“It’s important for us to see more people in China becoming interested in hockey,” said David Proper, NHL executive vice president of media and international strategy. “By launching on Douyin and Toutiao, we plan to offer additional entertaining and localized content for all hockey and Winter sports fans. China is a market we’re very committed to and these new platforms represent another step in our journey.”

As the 2022 Beijing Winter Olympics and Paralympics move closer, there has been an increase in attention and popularity in Winter sports. More than 12,000 hockey players are registered in the national hockey bureau and that number is expected to grow in the lead up to Beijing in 2020 and beyond.

Source: Sports Pro

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2019-03-13T12:17:19-04:00 March 13th, 2019|