NHL Partners With Rival on Esports Initiatives

The National Hockey League has announced a multiyear partnership with fan engagement company Rival to serve as the official tournament platform and league operator for all competitions within the NHL’s esports umbrella, including the EA Sports NHL World Championship.

Under the agreement, Rival will host all initiatives associated with the EA Sports NHL 24 World Championship as well as extend its services to NHL clubs, who will have the opportunity to launch team-branded gaming communities. The New Jersey Devils, who recently launched “Devils Mafia Gaming,” will be one of the first teams under this agreement with the NHL and Rival.

“We’re excited to leverage Rival’s knowledge, insight and integration for our league esports initiatives as well as for our clubs, who continue to build opportunities to engage their own gaming communities,” said Chris Golier, NHL Group vice president, business development and innovation. “We look forward to expanding our esport presence and delivering another year of record engagement across league platforms.”

This partnership with the NHL marks Rival’s second with a professional sports league. Now in its seventh season, the NHL’s annual tournament includes a European and North American draw that culminates at the World Championship and incorporates 32 club qualifier tournaments, satellite qualifiers that are held during NHL Signature events, as well as an open play period.

“The NHL has cultivated a hugely passionate gaming audience and Rival is thrilled to build on its efforts to deepen fan engagement with gamers worldwide,” said Rival Chief Executive Officer Matt Virtue. “What’s unique about this partnership is that we’ve expanded the core services to include both the NHL and its 32 clubs. This will better inform all areas of data capture, marketing and operations, in addition to executing a bespoke gaming experience that brings the fans closer to the League and the teams they follow.”

Rival powers the gaming communities of more than 45 partners worldwide, including organizations across NHL, NFL, NBA, MLS, USL, Serie A and the English Premier League.