07 Apr How Earned Media Coverage Added Value for 4 Nations Face-Off
In February, filling the place of the annual NHL All-Star Game, the NHL and NHLPA launched the first ever 4 Nations Tournament. Spanning about a week and a half, the tournament was played in a round-robin style pool play, followed by a one-game final between the top two teams in the round-robin. This year’s competing teams were Canada, Finland, Sweden, and the United States, ending in a highly anticipated and consumed Canada vs USA final, with Canada winning the finals in a 3-2 overtime stunner.
In addition to the NHL covering the event during the in-season break, the NHL and tournament earned a major boost in social performance from earned coverage, primarily of the top moments and the two USA vs Canada matches.
Major media outlets amplified the 4 Nations Face-Off on social media, sharing the electric action, standout storylines, and tournament stars with a wide audience. Viral moments like the three fights in the first USA vs Canada game and content highlighting the ongoing USA vs. Canada rivalry helped the joint NHL and NHLPA event get beyond the traditional hockey fanbase, which could fuel more hockey consumption for the Stanley Cup Playoffs and beyond.
Tracking 15 of the biggest media accounts covering the event, media coverage on social media accounted for 60% of the tournament’s total exposure and 70% of total engagement from combined NHL, Team USA, Hockey Canada, and earned media coverage on social media.
Included in the top 5 media accounts for 4 Nations coverage were ESPN, Sportsnet, Bleacher Report’s Open Ice account, and both Barstool Sport’s main account and the account for their hockey-centric podcast Spittin’ Chickets. These five accounts combined for a total of more than 20 million engagements.
To see more insights from the 2025 4 Nations Face-Off tournament, download our full report for insights for owned coverage, brand performances, and broadcast metrics.
