Last week I had the privilege of attending the IIHF Global Hockey Forum in Nice, France, where representatives from around the world came together to share ideas, experiences, and strategies for growing the game.
The forum was divided into three main strands — Marketing, Women’s Hockey, and Development. I joined the Marketing strand, which brought together professionals from federations, clubs, and media to explore how hockey can connect with wider audiences and adapt to an evolving digital landscape.
A focus on innovation and connection
One of the highlights for me was the session on AI in sports broadcasting and content creation. It’s clear that artificial intelligence is beginning to shape how fans experience live games — from real-time stats overlays to automated highlights and personalised viewing options. While it’s still early days, the potential for smaller federations and clubs to use AI tools to reach fans more efficiently is incredibly exciting.
The discussions throughout the strand were practical and forward-thinking, covering everything from social media storytelling to partnership activation and fan engagement. There was a real sense of optimism about how hockey can continue to modernise its marketing approach while keeping its authenticity and community spirit at the core.
Meeting the people behind the progress
One of the best parts of events like this is the people you meet. It was great catching up with familiar faces from other nations and connecting with new ones who share the same passion for growing the game.
And of course, it was a pleasure to meet NHL legend Henrik Lundqvist, who took part in the marketing panel. His perspective on brand building, athlete storytelling, and life after professional hockey added real depth to the conversation.
A positive future for the sport
The IIHF deserves credit for putting together such a well-organised and valuable event. The forum created the perfect space for collaboration, learning and idea sharing — and left me feeling genuinely optimistic about the direction hockey is heading globally.
There’s still plenty of work ahead, but gatherings like this remind us that the sport’s strength lies in its people — passionate, creative, and committed to pushing hockey forward.
If you’re interested in the intersection of hockey, marketing and digital innovation, I’ll be sharing more reflections and case studies on my blog over the coming months.
