NEW YORK -- The National Hockey League (NHL) today opens its 2025-26 season with a new chapter of its "The Next Golden Era is Now" creative campaign, developed in collaboration with longtime agency partner Highdive. This season’s campaign showcases top NHL players through the lens of contemporary trends and cultural conversations -- from working from home to the AI revolution to reality TV and viral "Day In The Life" TikTok trends. Each spot humorously juxtaposes these topics with the game of hockey, creating engaging content designed to resonate with both dedicated fans and casual viewers alike.

The first spot in the campaign, "Work From Home," finds Connor Bedard of the Chicago Blackhawks; Sidney Crosby of the Pittsburgh Penguins; Jack Eichel and Mitch Marner of the Vegas Golde

See Full Page