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File photo: New York Islanders defenceman Matthew Schaefer skates with the puck against the Carolina Hurricanes in Raleigh on April 4, 2026.
James Guillory-Imagn Images
NHL · NEWSSep 28, 2026

NHL puts player personalities at centre of fan growth push

Marketing chief Sean Eggert is using off-ice profiles and creator partnerships to reach viewers drawn to hockey by television dramas.