NHL Looks to Boost International Presence

LONDON: Advisers Media International (AMI) and Medge Consulting have secured the international media rights for the National Hockey League (NHL) in a five-year agreement that will see the North American professional sports league expand its distribution across Europe, Africa and the Middle East.

AMI and Medge, its partner in the Nordic region, have been awarded the rights for a period of five years. During this time, both companies will market the NHL’s media rights, along with working to develop the international brand and profile of the NFL and develop and market new events.

“We look forward to working with the NHL to increase their distribution and popularity across the whole of Europe and beyond,” said Robert Pickles, the managing director of AMI. “It’s a premium sport that deserves worldwide recognition. I have no doubt that AMI and Medge will help them achieve that.”

Peter Liljestrand, co-founder of Medge, added, “This as a long-term partnership to further develop the NHL’s presence and products in international markets.”

John Collins, NHL’s COO, remarked, “Reconnecting the NHL and its many star international players with their home country fan base is the first important step in a renewed strategy for growing the game and business outside of North America. Working closely with AMI/Medge we will deliver more NHL games and highlights to our international fans across more platforms and devices than ever before.”