The NHL's Most Valued IG Post Was Sponsored

👋 Welcome back to Sponcon Sports, a weekly newsletter dedicated to sponsored content strategy in the sports industry! 

The Premier League season ended.

Liverpool’s partnership content didn’t.

Too often, teams and brands treat the offseason like a pause button for sponsorship activation.

But the smartest partnerships know something important:

The calendar doesn’t stop just because the matches do.

Back in January, Tommy Hilfiger became an official partner of Liverpool FC and launched the deal with a standout announcement moment: a massive co-branded flag unfurled across the Anfield pitch.

At the time, what stood out wasn’t just the scale of the launch. It was the strategy behind it.

One hero shoot became a content system.

A campaign video. Hero imagery. Behind-the-scenes content. Multiple posts across channels. Maximum value from a single player access window.

Fast forward to today, and Liverpool players are back in front of the camera, this time modeling Tommy Hilfiger’s Summer 2026 collection.

Virgil van Dijk, Florian Wirtz, Alexander Isak, Dominik Szoboszlai, Cody Gakpo and others are featured heavily across the rollout, which has been everywhere on Tommy’s Instagram feed.

A few things stood out to me from a content and partnership perspective:

• They didn’t let the season dictate the activation calendar. Tommy found a culturally relevant moment, ahead of the World Cup, where football and fashion naturally collide, and built content around it.

• The visual branding is doing a lot of heavy lifting. Four of Tommy’s five Instagram posts feature a red backdrop, a subtle but effective way to connect the content back to Liverpool on Tommy-owned channels. It reinforces the partnership without screaming it.

• Because of that on-brand connection, two posts use Instagram’s collab tool, helping the campaign feel native on Liverpool channels while extending reach.

• The campaign extends beyond social. Liverpool players are featured prominently on Tommy Hilfiger’s website homepage (top of page when launched), and the collection landing page feels thoughtfully designed from both a UX and copywriting perspective.

One thing that surprised me: Tommy appears to be promoting the collection in the UK through paid Meta ads, but not the U.S. — at least based on the Meta Ads Library.

That feels like a missed opportunity.

This is still a U.S. brand. Liverpool has a meaningful American fanbase. And the collection is featured on the U.S. homepage.

That said, the bigger takeaway:

Partnerships shouldn’t disappear when the season ends.

The best ones find ways to stretch IP, talent access, and creative concepts across the entire calendar, especially when there’s a natural cultural moment to tap into.

In Today’s Edition:

• IRL to URL 🏟️

• Heart Of A Champion 🏆️

• All In The Wrist 🏀

🏊️ DEEP DIVE
This Sponsored Post Beat Every Highlight

One of the biggest myths in sports marketing refuses to die.

Sponsored content doesn't have to underperform.

Sponsored content doesn't automatically feel forced.

And sponsored content isn't doomed the moment a brand gets involved.

I was reminded of that while reading STN Digital and Zoomph’s latest NHL Social Media Report.

Among all 32 NHL teams on Instagram, the most valuable post of the season (based on Zoomph's social value metric) wasn't a game highlight, a player celebration, or a viral trend.

It was sponsored.

The Philadelphia Flyers posted a video from their The Office-themed Look-A-Like Cam during The Office Game presented by Peacock.

The results were staggering:

• 5.5M views

• 677.3K engagements

• More than 100K shares

• 12.3% engagement rate

• $122,289 in social value

The post generated 17% more social value than the second-ranked post in the entire league.

Think about that for a second.

This wasn't a sponsor attaching their logo to an existing moment. This moment only existed because of the sponsorship.

• Without Peacock, there is no The Office Game.

• Without The Office Game, there is no themed, Look-A-Like Cam.

• Without the activation, there is no viral content.

Too often, sponsorship is viewed as something that interrupts fan experiences. In reality, sponsorship can create memorable fan experiences.

Why This Worked

The Flyers followed the same rules that make any unsponsored content successful.

They matched audience expectations and delivered value.

Whether content is sponsored or unsponsored, fans are looking for one of four things:

• Entertainment

• Education

• Emotional connection

• Utility

This activation delivered two of them.

It was entertaining, and it tapped into nostalgia through one of the most recognizable television shows ever created.

The sponsor wasn't the reason fans watched. The experience was.

That's the lesson many teams, leagues, and brands still miss.

Fans don't reject sponsored content. Fans reject content that doesn't give them a reason to care.

Before we dive deeper, make sure you read until the end.

I've included 40+ examples of in-venue sponsored content ideas that can work on social media, broken into four categories that you can start building into partnership packages today.

Of course, none of this means every in-arena activation deserves social media coverage.

In fact, some of the worst-performing sponsored content I've seen starts with the wrong objective.

The activation exists to communicate a marketing message.

The social post exists to amplify that message.

And somewhere along the way, the fan gets forgotten.

When that happens, everybody loses.

• The audience scrolls past it.

• The sponsor gets poor results.

• The content team wastes resources.

• The sales team has a harder time selling future opportunities.

So before you rush to package every videoboard feature into a social media asset, it's worth establishing a framework.

Here are 10 rules for effectively selling and executing sponsored content built around in-venue activations.

1. Include Content Teams From The Start

One of the biggest mistakes organizations make is bringing content teams into the process after the deal is sold.

By then, the concept is often locked in.

The challenge is that many in-arena activations are designed primarily to communicate information: visit our booth, enter our contest, scan this QR code.

Those ideas may work in the building, but they rarely work on social media.

Content teams need a seat at the table before pitches are built.

Their role isn't simply to capture the activation.

It's to help shape it into something fans will actually want to watch.

2. Set Proper Expectations

Make it clear from the outset that the goal of organic social media is to drive awareness by providing value to fans.

Not every tactic needs to accomplish every goal of a campaign.

We can encourage participation through other tactics, which we'll discuss later.

3. No Vague Pitches

Few phrases are more dangerous than:

"TBD in-arena activation to be shared on social media."

It sounds flexible. In reality, it creates risk.

Vague language shifts control away from the team and toward the partner after the deal is signed.

Instead, define:

• The activation

• The social deliverables

• The platforms

• The posting cadence

• The integration details

The more clarity established upfront, the easier execution becomes later.

4. Avoid Templatizing The Activation

Not every activation deserves the same social strategy.

Some ideas thrive because they're rare. Others work because they're repeatable.

The Seattle Mariners’ "Hotdogs From Heaven" benefits from novelty.

The Atlanta Braves’ "Beat The Freeze" benefits from consistency.

The social media plan should reflect that reality.

Just because an activation appears at every game doesn't mean it should be posted at every game. Focus on capturing the best moments rather than creating unnecessary posting obligations.

5. Understand The Impact Of Timing

Some activations are evergreen.

Others have a very short shelf life.

Knowing the difference matters.

A viral look-alike cam may need to be posted immediately before someone else shares it first.

Other activations can be held and posted strategically when the timing is better.

The strongest social teams understand which moments require urgency and which moments allow flexibility—and communicate that early to partners.

6. Keep The Integration Simple

What I love about featuring in-arena partner activations on social media is that there's no need to overcomplicate things.

Include the brand logo or presented-by moment where it naturally appears in real life, like the branded open card from a video board feature.

Then, tag the partner using the paid partnership tool or in the copy alongside your team hashtag or the name of the activation (e.g., @efirstbank | Look-A-Like Cam).

7. Use Proper Valuation

This is not added value. It’s valuable inventory.

A social post can reach exponentially more people than the fans sitting inside the building.

As the Flyers example demonstrates, these posts can generate significant engagement, earned media, and measurable value.

Treat them accordingly.

8. Be Aware Of Background Music

Music playing in your arena ✔️

Music captured on social media ❌

If you plan to record a moment in your venue, confirm with your game presentation team whether unlicensed music will be playing. If so, it can’t be posted to social media.

9. Consider Alternate Perspectives

One activation can often generate multiple pieces of content.

The key is changing the perspective.

A look-alike cam can be shown from the fan's point of view, or from the control room.

Sometimes the activation itself doesn't need to change. The storytelling angle does.

10. Repurpose Content For Additional Objectives

Social content can be repurposed to drive future participation in partner activations.

That same piece of content can support:

• Email: Feature the post in an email with info about the activation and a CTA to participate.

• Paid Social: Use the post as paid social creative targeting a small radius around the venue on game day or a CRM list of ticket purchasers for that night’s game.

• Mobile: Use a push notification or SMS marketing to drive fans to a landing page on your mobile app with information about the activation and the post embedded.

• Website: Include information about the partner activation on your ‘Know Before You Go’ page with the post embedded. A web push notification could be utilized as well.

• Partner Channels: Have partners share the post on their pages with a participation CTA.

• Creator Marketing: Have a creator attend a game or visit your arena to highlight partner activations.

The activation creates the moment. The content extends its lifespan. The campaign creates additional business value.

40+ In-Venue Sponcon Ideas Worth Stealing

Fan Participation

• Sacramento Kings x Arco: Perfect Pump Challenge

• Indiana Pacers, Nashville SC: Hanger Toss Concourse Activation (Pacers | Nashville)

• Chicago Bulls, Indy Fuel: Mattress Race (Bulls | Fuel)

• Oklahoma City Thunder x MidFirst Bank: Playoff Shirt Peer Pressure

• Indiana Pacers: Opponent Lakers Fans Crying Cam

• IIHF: Cartoon Cam

• Los Angeles Lakers x BetMGM: Big Shot Jackpot

• Atlanta Braves x Racetrac: Beat The Freeze

• Edmonton Oilers: Trolling Vancouver Canucks Fans

• St. Louis Blues x First Bank: Look-A-Likes

• Detroit Lions: LED Wristbands

• Indiana Fever x Cheez-It: Loudest Section Reward

• Detroit Lions x Pet Supplies Plus: Halftime Corgi Race (race preview hype video, Question of the Day, vote-to-win sweeps, race recap)

Spectacle

• LEGO x Formula 1: Life-Sized Cars

• LAFC x DoorDash: Live Celebrity Cam Takeover

• San Antonio Spurs x Ledger: Playoffs TIFOs (Post 1 | Post 2 | Post 3)

• St. Louis Cardinals x Budweiser: Opening Day Clydesdales

• New York Islanders x Kraft Heinz: Jell-O-Meter

• Philadelphia Eagles, LAFC, Houston Astros: Flying Bird Ceremonies (Eagles | LAFC | Astros)

• John Nellis: Spend My Money Stunt

• Seattle Mariners x Hempler’s: Hot Dogs From Heaven

• Cleveland Cavaliers x Wendy’s: Cavalanche

• American Century Championship x TravisMatthew: Celebrity Shots

• Brisbane Broncos x Jim Beam: Sweet Caroline Singalong, Partnership Announcement

Behind-The-Scenes

• Pittsburgh Penguins x Dick’s Sporting Goods: Junior Starter Mic’d Up

• Tampa Bay Lightning x Marathon: Look-A-Like Cam

• Anna Tobkin (KC Chiefs): Post-Win Game Presentation

• Los Angeles Kings: Player Introductions

• St. Louis City SC x Energizer: LED Wristbands (Photo Carousel)

Tune In

One of the smartest plays in modern sports digital partnerships is using sponsored content to drive tune-in for movies and TV shows.

Sports offer entertainment marketers access to massive, highly engaged audiences—right when fans are most dialed in.

Unlike traditional partnerships that span an entire season, teams and leagues allow for flexible, flighted campaigns and one-off moments—perfect for the fast-paced, deadline-driven nature of entertainment marketing.

Learn how in-venue moments built for social media can play a starring role, here: The Tune-In Power of Sports Sponcon

Content not included in the story:

• MLB x Apple TV+: Jack Goldburg’s (@JacksDiningRoom) stadium food reviews for Friday Night Baseball

• Fox Sports x Indy 500: Planted Indy-branded fans at three MLB games

• Damson Idris × Tommy Hilfiger x F1 movie: Met Gala arrival video and photo carousel

• NFL x Netflix: Stranger Things and Peaky Blinders at Christmas Day games

Sports gives studios reach and cultural urgency. If the content is shareable, tune-in follows.

Giveaway Items

Promo items can be so much more than a doorbuster. With the right digital approach, they scale, they travel, they introduce your brand to new communities, and they give partners something with real depth—not just a logo on a giveaway.

For the full breakdown, read: The Hidden Upside of Promo Items

Content not included in the story:

• Buffalo Sabres x Labatt: Beer Sabre

• Los Angeles Dodgers x The Super Mario Galaxy Movie: Yoshi Bobblehead and Spiderman Meme

The teams that move beyond the “sell tickets” mindset and embrace promo items as a creative platform are the ones turning small ideas into big moments.

The Takeaway

When planned correctly, in-venue sponsorships create value for everyone involved.

• Fans get memorable experiences.

• Teams get content, reach, and future ticket demand.

• Brands get awareness and recall.

That's what happens when sponsorship becomes part of the experience instead of an interruption.

🔍️ SPONCONSPIRATION
Steal These Ideas

WHOOP has taken its live heart rate content series from the Ryder Cup to the Saudi Pro League. Al Nasr FC’s fitness, performance, and health wearable partner shared Cristiano Ronaldo’s BPM data in a goal highlight against Damac on the way to a championship. WHOOP also used static graphics to track his heart rate throughout the two-goal performance and spotlight his recovery leading up to the match.

At Cincinnati Bengals OTAs, the content team is mixing things up to keep Kettering Health training camp content fresh (Post 1 | Post 2). It seems to be working, considering this stretching video generated 300K Instagram views.

McLaren F1 found a very clever way to have Lando Norris model multiple SunGod sunglasses frames without needing more than a minute of the driver’s time.

The San Antonio Spurs and NBC gave tech reviewer Marques Brownlee a behind-the-scenes look at the technology powering an NBA broadcast. The full YouTube video generated 1.7M+ views, but a clip showcasing the crew’s elite camera work drove 15M+ views across channels.

Steph Curry and Google Health nailed this pun to promote the new Fitbit Air.

🚨 ICYMI
Sports Industry Insights

Loyalty Through Exclusivity: Alyssa Meyers explored how Lowe's is going all-in on Lionel Messi ahead of the World Cup, building both a physical experience, including 10-foot inflatables across four U.S. host cities, and a digital one tied directly to its loyalty program [via Marketing Brew].

Protect Sponsor Value: Nirupam Singh explained how B2B sponsors can protect and grow their value when a new title partner arrives, sharing how brands can navigate category overlap through strategic storytelling [via The Commercial Table].

Partnership Perfect Storm: Jordan Rogers dropped a case study on a dream scenario that played out for CJ Logistics and Bibigo at this year’s THE CJ CUP Byron Nelson.

Summer Sports Trends: Pinterest announced the launch of its Summer Trend Report, including its first-ever Sports Edition.

Podcast Growth Playbook: BuzzMyVideos released Podcast Landscape 2026, a growth and trends analysis of the podcast industry featuring expert insights on the opportunities emerging on YouTube.