NHL, NHLPA announce NFT partnership with Sweet

NEW YORK, NY/TORONTO, ONT. – The National Hockey League Players’ Association (NHLPA), National Hockey League (NHL®), NHL Alumni Association (NHLAA) and Non-Fungible Token (NFT) distribution platform Sweet today announced a new multi-year partnership that will bring Sweet Official NFT Digital Collectibles Marketplace and Official NFT Partner of the NHL, NHLPA and NHLAA.

Powered by Sweet, the NHL Marketplace will be focused on providing the entire community of NHL fans and collectors with a unique and valuable engagement experience by providing the opportunity to purchase never-before-seen pieces of NHL history sell, collect and trade.

With a planned launch early in the 2022-23 NHL season, the standalone NHL platform developed by Sweet specifically for this program will showcase current and historical moments as well as iconic elements of the game in the form of non-fungible tokens. Also on the roadmap are special packs, gamified collection experiences, interactive 3D trophy rooms where users can view their collections, dynamic NFTs that can change based on current team data, and more.

The category-exclusive partnership is the first-ever to bring the NHL, NHLPA and NHLAA together to offer NFTs in the form of current and archival video moments and collectibles from across the league featuring past and present NHL stars and top games. Planned collections will include high-definition cinematic game highlights from past and current NHL seasons, iconic historical highlights, and a host of other innovative features and functions that will appeal to new and seasoned NFT collectors. Sweet’s user-friendly platform makes it easy for new fans to experience the thrill of buying, selling, earning and trading in the NHL Marketplace. The marketplace will also allow fans to showcase their purchases through innovative hockey experiences.

“We’re proud to launch the NHL’s official NFT Digital Collectibles Marketplace next season and offer this new and innovative interactive touchpoint for NHL fans,” said Dave Lehanski, NHL executive vice president, business development and innovation. “We have invested significant time analyzing the market and developing a fan-first strategy, and are now excited to announce a partnership with a company that not only offers us a premium NFT digital collectors experience, but a commitment to develop a comprehensive platform that is fully tailored and customized for the NHL and focused on connecting with hockey fans in the most authentic and engaging way possible.”

“The NHLPA is excited and very confident in the platform Sweet has developed for NHL NFT collectibles,” he said Matthew Schneider, Assistant to the Executive Director of the NHLPA. “We look forward to working with Sweet to promote our game like never before, by giving fans the opportunity to collect their favorite gamer moments and interact with players and other fans in a whole new way.”

“The NHL Alumni Association looks forward to working with the NHL, the NHLPA and Sweet to bring these digital hockey products to fans,” he said Glenn Healy, Executive Director of the NHLAA. “Sweet has done an incredible job building the innovative platform and products that bring NHL NFT Digital Collectibles to life. This collaboration has been well worth the wait, as fans will be able to access their favorite moments in hockey history while we do our part to honor the past.”

Tom MizoneSweet CEO, said, “We are honored to partner with an organization as globally recognized as the NHL on an industry-first launch. Working closely with the league and federations, we’ve curated some visually stunning, action-packed moments, utilizing in-play gamification to create a truly compelling and unique relationship between collectibles and experiences.”

The NHL Marketplace, operated by Sweet, will also host quests and challenges that increase fan engagement through their collectability. Special stadium packages featuring moments from the NHL’s marquee events including the NHL Winter Classic®, NHL Stadium Series™ and NHL Heritage Classic™ will also be available.

Fans can come to visit NHL.sweet.io get in early and sign up for upcoming announcements and releases.

NHL, NHL Shield, and NHL Winter Classic are registered trademarks and NHL Heritage Classic and NHL Stadium Series are trademarks of the National Hockey League. © NHL 2022. All rights reserved.


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