Podcast Ep. 11 – Twitter Canada talks new NHL season


twitter-chris-doyle-cam-gordonChristopher Doyle and Cameron Gordon from Twitter Canada provide insights on top NHL teams and players on the platform, and storylines to watch for during the 2017-18 season.

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Show notes:

  • Young stars in Canadian markets are driving the conversation on Twitter. Auston Matthews (@AM34) and Edmonton’s Connor McDavid (@cmcdavid97) were the @NHL superstars with the second and third most Twitter mentions, respectively, during the past hockey season, both trailing only @penguins forward Sidney Crosby.
  • The Chicago Blackhawks (@NHLBlackhawks) are the most followed team in the NHL, followed by the Toronto Maple Leafs (@MapleLeafs), Pittsburgh Penguins (@penguins), and Montreal Canadiens (@CanadiensMTL).
  • In total, nine NHL teams have more than 1,000,000 followers, including the Leafs and the Habs. Look for the Vancouver Canucks (@Canucks) to become the third Canadian team and tenth overall to reach the 1,000,000 follower milestone early in the season as the team entered 2017/2018 with more than 985,000 followers.
  • Twitter worked with the Vegas Golden Knights (@GoldenKnights) as they unveiled their name and logo. It was important to the team that they secured their Twitter handle to coincide with the launch of their brand.
  • The Air Canada Centre (@AirCanadaCentre) is the most followed NHL arena in Canada with 32.6K followers. The Scotiabank Saddledome is the only Canadian NHL arena with no Twitter handle.
  • Twitter launched hashtag triggered emojis for all 31 NHL teams this season.
  • Some non-NHL news. A new partnership with the NFL and Boston Pizza will see a Boston Pizza ad paired with top NFL game highlights throughout the season. It’s the first time that Canadian brands have had the opportunity to partner with Twitter and the NFL for game highlights from the league. The program will allow Boston Pizza to reach 4,000,000+ NFL fans who use Twitter in Canada.
  • Christopher described branded content as a “sleeping giant” for Twitter. Using Twitter’s in-stream sponsorship program, companies are able to align their brand with video content made available through Twitter partners, such as the NFL. Twitter has had success to date with the NFL, NBA, PGA Tour, and with Rogers Sportsnet in Canada.

Sports Business Canada

Covering the top stories at the intersection of sports and business in Canada.