Career Areas

Branding & Marketing works with the NHL’s corporate partners to develop best-in-class, integrated sports branding, marketing and media activation plans that raise the profile of hockey. The department also interacts with broadcasters, digital/social media partners, Member Clubs and other stakeholders (such as the NHL Players’ Association, Hockey Hall of Fame and NHL Alumni Association) to create unique, creative and effective NHL-themed branding and marketing campaigns that drive the League’s collective business objectives.

Broadcasting provides support to more than 40 national and regional television and radio rightsholders. In addition to developing and maintaining relationships with rightsholder production groups, the department focuses on the integration of new technology, communication of League initiatives and community efforts, distribution of content, and increased access opportunities to enhance the broadcast-viewing experience and bring fans closer to the game.

Business Development harnesses fans’ passion for hockey to create commercial opportunities for the League through corporate partnerships. The group collaborates with departments inside the organization as well as broadcast rightsholders, Member Clubs, the NHL Players’ Association and hockey stakeholders to develop assets that generate revenue for the League and deliver against partner business objectives. 

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Club Business Strategy supports the business of the NHL’s Member Clubs as each franchise engages with its fans, partners and local community. The department’s primary focus is on sales, marketing, business operations and policy matters, with the goal of executing strategies and initiatives intended to drive near- and long-term League-wide growth. Responsibilities include frequent team engagement and interaction, identifying and sharing best practices on behalf of and/or for the benefit of Member Clubs, and supporting the execution of scalable growth initiatives at the League and Club levels.

Communications is a 24/7/365 department that manages internal and external communication with key stakeholders across the League’s business, including national and international media, Member Clubs, and national and regional broadcast rightsholders. The group includes the editorial staff of NHL.com as well as seven foreign language NHL.com sites, and provides content for editorial and in-game platforms, including maintaining official statistics and liaising with Hockey Operations. It also oversees strategic promotion, publicity and awareness for NHL events, entertainment and original productions; business and corporate communications; and social impact, growth and legislative affairs.

Consumer Products Licensing manages the development, manufacturing, marketing and sale of NHL-licensed products, extending the brand to consumers (fans) and furthering their connection to the game, Member Clubs and players. The group establishes and collaborates on business partnerships with best-in-class manufacturers engaged in product innovation, broad-scale marketing and diverse retail distribution, selling products across retail segments throughout the world. It also propels retailer and consumer demand, supporting sales with advertising, promotion and in-store marketing activities.

Creative Services creates engaging and integrated League branding that drive fan and partner interest in hockey. Visually communicating the NHL brand across all departments and product lines, the group designs, directs and delivers award-winning, brand-based creative to fans, Member Clubs, business partners and media across all touchpoints that help drive the League’s equity. It also works on event branding, marketing communications and creative, and asset management.

Digital Products oversees the NHL’s digital product portfolio featuring the NHL App and NHL.com. These products strive to bring world-class experiences to hockey fans of all levels of avidity across all platforms. They tell the story of the League, on and off the ice, through unique and proprietary data, exclusive video and cutting-edge technology, with the immediacy of digital reach. The department collaborates with numerous internal groups as well as Member Clubs and external vendors to both develop new features and functionalities as well as oversee the day-to-day operations of the platforms.

Information Technology & Operations provides application development, services, infrastructure, cybersecurity, cloud and data platforms, AI capabilities, and enterprise service management across the NHL. The department includes developers, business analysts, project managers, specialists, technicians, engineers and architects – structured to align with the needs of the League’s business units and drive operational excellence throughout the organization.

Events produces world-class events that engage the League with its fans, partners and broadcast rightsholders. The department develops all facets of planning and production for NHL events, such as the Stanley Cup Final and outdoor games. Its responsibilities cover a wide range of disciplines, including event development, operations and logistics, hotel management, hospitality, interactive fan events, transportation, and live music and entertainment production.

Fan Engagement, Intelligence & Research is focused on the growth, understanding and engagement of NHL fans around the world. The group leverages data housed in BLADE (the League’s fan database) and a robust research capability to generate actionable insights that help the League better know its fans and personalize communications. The department, which supports digital advertising and marketing optimization, is responsible for email communications, paid media, engagement marketing, the NHL GameZone, revenue analytics, ticket-buyer trend studies, ticketing best practices, and enterprise-wide fan and market research.

Finance oversees, among other things, all aspects of financial reporting and controls relating to statutory requirements, banking, collective bargaining and business performance; Member Clubs and NHL pension and benefit plans; insurance and risk management on League-wide programs; and office and internal accounting services. It also plays a key management role in strategic short- and long-term business planning as well as analytical and transactional support to Member Clubs and business units.

Hockey Operations, considered the “caretakers of the game,” oversees all aspects of the action on the ice, including officials, quality of the ice, and skater and goaltender equipment. The department works closely with the NHL’s 32 general managers and the Competition Committee on the management of the on-ice rules. It also watches and tracks every game from the League’s Situation Room in Toronto, monitoring coach’s challenges and video reviews, and directs Officiating, Central Scouting and Facilities – departments featuring more than 1,000 employees.

Human Resources drives the NHL’s workforce strategy, including talent acquisition, talent management, employee relations and employee benefits. The department works to identify candidates who will help enhance the League’s strategic direction and business goals, and implements policies and procedures designed to create an inclusive and friendly work environment while ensuring the NHL remains an employer of choice. Facilities & Administration ensures the workspace is safe and comfortable, providing a functional environment by managing building maintenance, repairs and infrastructure systems while supporting space planning to optimize workplace productivity and safety.

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Legal provides multi-disciplinary counsel to the NHL and its Member Clubs, identifying, assessing and managing/resolving potential risks (whether legal, financial and/or reputational) in order to proactively and meaningfully contribute to the League’s and Member Clubs’ individual and collective successes.

Media & International Strategy oversees two primary priorities of the League: (i) the traditional media business of the NHL, including building and maintaining business and operational relationships with media partners throughout the world, and (ii) developing, executing and facilitating the League’s strategy across all aspects of its non-North American business, including as it relates to media, grassroots activations, hockey development and events.

NHL Productions, the full-service media production arm of the NHL, has one mission: to create compelling content that connects hockey fans to the sport while, at the same time, highlighting valued partners that are critical to the League’s growth. The group’s team of producers, directors, editors, animation artists, sound designers, lighting designers and directors of photography have created award-winning content across all genres and platforms, including documentary series, behind-the-scenes programs, national television campaigns and podcasts.

Security is responsible for protecting the people, brand and economic assets that comprise the NHL. These include all matters involving physical security, strategy, intelligence, policy development, investigations and integrity of the game. The Operations and Investigations Division implements security programs to strengthen mitigation and response League-wide, while the Strategic Risk Management Division coordinates real-time security information, leads NHL Access control efforts and oversees special events.

Strategic Planning provides analytic, research and evaluation support for key aspects of the NHL’s national business operations, interacting with departments across the League office to assist in the assessment of emerging and ongoing business initiatives. The department works closely with the NHL’s Finance group in the creation of annual business plans and operating budgets, offers expertise in the evaluation of equity investment opportunities, and frequently collaborates with League executives to provide presentation support and materials.

Social Media delivers global, always-on material that gives NHL fans a unique look at hockey through custom content, game highlights and celebrations of the sport’s most compelling moments. The group is organized across four core areas: Social Content & Programming, which develops snackable, personality-driven and game-focused storytelling; Social Media Marketing, which leads the NHL creator marketing program, collaborates with League rightsholders’ social teams, supports Member Clubs and players, and markets broader NHL initiatives; International Social, which shares the NHL experience across eight international territories; and Paid Media, which drives audience growth through lead generation and leverages paid media.

Social Impact, Growth Initiatives & Legislative Affairs (SGL) drives the long-term economic performance of the League, its Member Clubs and the broader hockey ecosystem by advancing inclusion, expanding access and strengthening cultural relevance. SGL focuses on acquiring new fans, deepening partnerships and building meaningful relationships through youth-focused experiential programming, cause marketing and social impact initiatives that elevate the sport’s reputation and enhance brand awareness and credibility.