GoPro To Produce Web Series Under Renewal With NHL, NHLPA

The NHL and the NHLPA have renewed their partnership with GoPro, which was the camera maker’s first with a major pro sports league when it was originally signed last January. As part of the renewal, a new 11-part series titled “NHL After Dark,” filmed and produced by GoPro’s media and entertainment team, will be released, providing a unique look at training sessions featuring a number of NHL stars including Penguins C Evgeni Malkin, Blackhawks D Duncan Keith and Flyers C Claude Giroux. The series will be released weekly and distributed on NHL Network, YouTube and a host of other digital channels operated by the NHL, NHLPA and GoPro.

The renewal comes at a difficult time for GoPro, as its stock has fallen nearly 80% in the past year and is now trading at an all-time low, $10.59. While camera sales have dragged drastically over that time period, company execs have stood by its media strategy and sports marketing programs.