NHL Saturday & Sunday ReBrand

The NHL’s primetime European programming initiative, “NHL European Game of the Week,” underwent a rebrand for the 2021-22 season. The introduction of the NHL Saturday and Sunday presented by SAP branding required a strong high-energy, visual aesthetic that showcased the best players in the NHL and the live-game experience of each game broadcast to the core viewing audience. More than 200 custom assets and templates were produced and made available to the League’s team of in-house editors and the NHL’s international media partners to create dynamic tune-in promotions for use in-broadcast and across social media channels.