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Loeb Represents TikTok in Partnership with the NHL and NHLPA

Loeb & Loeb represented TikTok, a leading destination for short-form mobile video, in its partnership with the National Hockey League (NHL) and the National Hockey League Players’ Association (NHLPA) to deliver original content and unique experiences to TikTok’s global community.

The partnership will come to life in several ways, including in-ice branding and the introduction of the TikTok Tailgate Stage at two marquee outdoor NHL events – the 2022 Navy Federal Credit Union NHL Stadium Series that occurred on February 26 in Nashville, Tennessee, and the 2022 Tim Hortons NHL Heritage Classic on March 13 in Hamilton, Ontario, Canada – featuring performances by some of the TikTok community’s favorite artists.

TikTok and the NHL will also work together to deliver exclusive content, including player fashion interviews, “Who Wore It Best” and “Get Dressed with the Best” segments, and other programming designed to showcase player personalities and personal styles. Music and entertainment are key components to the partnership, with the NHL and TikTok collaborating on musical artists for tentpole NHL events, including the 2022 Stanley Cup Playoffs, NHL Stadium Series and the 2022 Tim Hortons NHL Heritage Classic.

The Loeb team that represented TikTok included Advanced Media & Technology partner Seth Rose and associate Sarah Rubenstein Polak.

For more information, please see TikTok’s announcement.