As ESPN Welcomes Back the NHL, It Targets New—and Younger—Audiences

A campaign to emphasize the intersection between hockey and humanity

The National Hockey League is back on Disney-owned networks for the first time in 17 years as the new season begins today, and the company is ready to take full advantage of its expansive rights deal.

In March, Disney and the NHL struck a seven-year deal that made Disney properties the primary TV and streaming home for the hockey league, which includes 25 national regular-season games exclusive to ESPN or ABC, 75 games exclusively for ESPN+ and Hulu, and more than 1,000 out-of-market games only for ESPN+.

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