The NHL formally launched its push into the Chinese market last night with the announcement of the league’s first ever preseason games in the country. As part of the announcement, which is part of a multiyear deal with China-based commercial sports company Bloomage Int'l Group, the Kings and Canucks will play preseason games on Sept. 21 at Mercedes-Benz Arena in Shanghai and on Sept. 23 at Huaxi LIVE Wukesong’s Le Sports Center in Beijing. China-based O.R.G. Packaging, which has partnerships with the Kings, Bruins and Capitals, will serve as presenting sponsor for the games. The announcement also serves as the NHL’s push into accelerating the development of hockey in China. The league and the NHLPA, alongside Bloomage, O.R.G. and other future partners, will jointly look to develop grassroots hockey programs and the development of the sport at all levels. The moves align the league with China’s push into winter sports ahead of the ’22 Beijing Games. NHL Commissioner Gary Bettman said the country’s strong interest in hockey makes the Chinese market a great growth opportunity for the league. Bettman: “The opportunity to bring it to so many people in this large market presents us with a very exciting opportunity going forward."
OPEN MARKET: The league will work with O.R.G. closely to expose young players in both China and the U.S. to each country's different cultures, such as hosting Chinese teams in the U.S. These efforts open up the Chinese market to the league in terms of commercial development. The NHL currently has media deals with CCTV and Tencent that broadcast live games to the Chinese market. While O.R.G. was the first Chinese company the league partnered with when it sponsored the World Cup of Hockey last fall, NHL CRO Keith Wachtel said the hope is that these efforts connect the league with more companies in Asia that are looking for North American exposure but also who are interested in growing the game domestically. Wachtel said the NHL would look to partner with international companies that will activate around the league globally, and is currently in discussion with potential partners around this set of games and previously announced games to be played in Sweden. Wachtel said the league is currently working with several representation companies in China around these games, but have not yet signed any exclusive partnerships thus far.
