Just two weeks ago only true hockey fans could tell you who the Tkachuk brothers were. Now, their name and faces, thanks to the Four Nations Hockey Tournament, have been seen in thousands of memes, all genre podcasts and even late night talks shows. The “celebrity” appeal of professional hockey has hit a new high. Thanks to the magic of PR.
The Four Nations Hockey Tournament was essentially a made-up tournament, created as a simple replacement of the long-standing All-Star Game in the middle of the NHL season. So why was every hockey and non-hockey fan glued to a game that arguably stood for nothing?
The 4 Nations Hockey Tournament’s journey to prominence is a fascinating PR story. At first, the transition appeared to be a minor change from All-Star weekend, and not many anticipated the tremendous success it would achieve. Expectations were around six to seven million viewers. However, through strategic PR efforts, the tournament quickly evolved from a modest event into a major sporting fixture that hit 16 million for the final game, making it the most viewed hockey game ever.
Replacing the NHL All-Star Game
The event was introduced as a direct replacement for the NHL All-Star Game, but initially, it wasn’t met with much fanfare. The 4 Nations was a relatively straightforward competition, where the top national players representing four regions of the world would play against one another in a round-robin format.
There was an inherent skepticism about the 4 Nations’ ability to gain traction. After all, the All-Star Game had its own legacy and a strong connection to the fans. The new concept felt like a “small” event compared to the long-standing spectacle of the All-Star Game, and thus, the early reception was lukewarm.
PR Steps That Made a Big Impact
The turning point for the 4 Nations Hockey Tournament came when PR took over and developed a narrative that reshaped the public perception of the event. NHL teams started to build traction around the tournament, particularly with the fact that professional players could now play for their home countries after 10 years of not being allowed to do so with previous NHL/NHLPA rules. Rather than letting the tournament be viewed as a mere replacement for the All-Star Game, it was reframed as a chance to see best-on-best among the best players in the world.
One of the first steps in the PR campaign was to build excitement around the concept of national pride. Rather than focusing solely on the teams’ individual players, the NHL’s PR team worked to create powerful storylines about each nation’s journey to the tournament. They emphasized the rivalries, historical moments, and growing competition between these top teams. By positioning the 4 Nations Hockey Tournament as a more meaningful contest, the PR team encouraged fans to see it as a high-stakes event, elevating it beyond the idea of an “exhibition” match.
The PR team also highlighted the uniqueness of the tournament format itself. By showcasing the tournament’s emphasis on international competition, the PR efforts made it clear that the 4 Nations was not just a replacement for the All-Star Game but a way to see the best hockey players in the world face off in intense, high-stakes games. This narrative shift was key to garnering greater interest.
And then there were the infamous three fights at centre ice in the first 9 seconds in the first game between Canada and the US. What apparently started as a group text with Team US turned into a PR extravaganza that all participating countries supported. After that game in Montreal, the awareness and buzz about the national hockey league and this tournament was surreal. Whether the Tkachuk brothers orchestrated this showdown or not, more viewers than ever before tuned into the final match boosting the PR efforts for the Tournament. This long-standing and intense competition between the two nations is one of the most storied rivalries in the world of hockey, and PR was able to capitalize on the Tournament’s marketing and storytelling strategies.
Building Engagement Through Social Media and Sponsorships
The power of social media engagement cannot be overstated in the rise of the 4 Nations Hockey Tournament. While the All-Star Game was traditionally a one-off event, the 4 Nations Tournament was framed as part of an ongoing series, and social media allowed the PR team to connect directly with fans before, during, and after the games. X hashtags, behind-the-scenes footage, fan polls and Instagram stories made fans feel involved with the tournament in a way that the All-Star Game never could. It wasn’t just about watching a game; it was about being a part of the entire experience.
The Aftermath: A Massive Success
As a result of PR, the 4 Nations Hockey Tournament quickly evolved from being an unremarkable replacement for the All-Star Game to a cornerstone event in the international hockey calendar. Its combination of fierce competition, compelling storytelling, and wide-reaching media presence allowed it to resonate with audiences in a way that the All-Star Game had not been able to do for years.
Congratulation Canada!!!
Lisa Libin is Managing Director at Brookline Public Relations and leads Brookline’s digital team. Lisa has seen firsthand the power of strategic PR, particularly in the realm of sports. Lisa loves unpacking the elements that spark widespread attention, from timing and messaging to cultural relevance and emotional connection.Bottom of Form
