This press release originally appeared in PR Week

The win comes after Mischief, which is part of MHP Group, provided the NHL with a strategic review of its current European PR output, consulting on how it could expand its presence across the continent in earned media and grow its fan base.

Now, having been appointed on a retained basis, the agency’s remit is to expand the NHL’s European PR infrastructure across five key markets – Germany, Switzerland, Czechia, Finland and Sweden – while helping to devise a day-to-day comms strategy to increase European editorial reporting on more than 1,300 games during the current NHL season.

PRWeek understands that there was no incumbent agency for this brief.

Mischief’s responsibilities also include support for the NHL’s European events, including the NHL Global Series in Stockholm and the NHL European Player Tour.

While not a priority market, the agency also serves as the NHL’s only UK PR agency, assisting with any UK press engagement.

Jaka Lednik, senior vice-president, international, at the NHL, said: “The league has tremendous fan engagement across Europe through our international digital platforms and broadcast partners. This collaborative push for earned media with Mischief allows us to better reach casual and new fans with compelling, relevant storylines about the league and our players.”

He added: “Mischief immediately understood what we wanted to achieve, the importance of tailored strategies for each market and how best to execute to help us achieve our goals.”

Charlotte Brooks, managing director of Mischief, added: “Mischief has a rich heritage in working with some of the world’s biggest sports brands, including Team GB and the England & Wales Cricket Board, and in the last year alone we have activated major sports sponsorships for brands across Chelsea FC, Champions League and Wimbledon, so we’re excited to add the NHL to our growing sports roster.

“We are obsessed with consumer passions and look forward to working alongside the NHL to continue to exploit the existing ice hockey fandom and engage new audiences to drive huge expansion in coverage, conversation and awareness across local markets.”

*(Photo by Mark Blinch/NHLI via Getty Images)*