NHL Support Girls

The NHL estimates that fully half of its fan base roots for teams in outside markets. Beginning in 2008, under the direction of Chief Operating Officer John Collins, the NHL began a shift toward using digital technology to market to fans to capitalize on this.
This has boosted viewership metrics for the NHL. The 2010 Stanley Cup play-offs saw the largest audience in the history of the sport "after a regular season that saw record-breaking business success, propelled in large part by the NHL's strategy of engaging fans through big events and robust digital offerings." This success has resulted in a 66 percent rise in NHL advertising and sponsorship revenue. Collins said "It was a great Stanley Cup run, really across every possible metric .... Our fans are consuming more hockey." Merchandise sales were up 22 percent and the number of unique visitors on the NHL.com website were up 17 percent during the playoffs after rising 29 percent in the regular season.