• Loading stock data...
Wednesday, July 2, 2025

Sharks, Golden Knights Turn to Gaming and Online Shows to Reach Fans

  • Both franchises launched subscription-based fan clubs for out-of-market supporters in 2019.
  • However, fan outreach during the pandemic has relied more heavily on social media.
Photo Credit: Darren Yamashita-USA TODAY Sports

The NHL’s San Jose Sharks and Las Vegas Golden Knights launched subscription-based fan clubs featuring exclusive merchandise and behind-the-scenes content for out-of-market supporters in 2019.

But the coronavirus pandemic has caused each to rely on a more holistic digital approach to connect with their fan bases while the hockey season remains suspended.

San Jose’s content strategy during the NHL’s hiatus has been highlighted by its embrace of EA Sports’ NHL 20 video game. What began as a rendition of the Sharks’ remaining schedule on the game has expanded to alumni matchups against rival Western Conference franchises with fan participation. 

“We create profiles for fans and add them to our roster,” Doug Bentz, the team’s vice president of marketing and digital, said. “At times, they score a winning goal, and we have our General Manager Doug Wilson give them a call after the game to congratulate them.” 

READ MORE: NHL Leans On Players To Entertain Fans At Home

NHL commissioner Gary Bettman announced on Monday that the league would abandon the rest of its regular season and head straight to a post-season with 24 participants compared to the traditional 16. A specific date hasn’t been announced. But under this scenario, the Sharks’ year is over.

Prior to the announcement, Bentz said the Sharks have at least four more weeks of alumni games scheduled as the organization awaits the return of live play. 

The NHL 20 initiative, broadcast on the Sharks’ Twitch channel, also serves as a focal point for San Jose to integrate brand sponsors such as Zoom, Toyota, and SAP. 

“I think the virtual game simulations are a good example of how we’ve integrated sponsors over this period,” Bentz said. “We have game entitlements for those matchups and Intermission features that carry over from real-life games.”

San Jose saw a significant drop-off in traffic for its subscription-based 1991 Club early on in the coronavirus pandemic. The franchise responded by offering seven-day trials to fans interested in joining the community.

Memberships have nearly doubled thanks to the promotion. As of late May, the 1991 Club has roughly 800 members. The Sharks next year will also shift their editorial focus to more on off-the-ice content for fans. The fan club currently offers merchandise discounts and a content library of podcasts and videos.

“We’re looking forward to almost a relaunch,” Bentz said. “We’ve taken this time to do a site redesign and improve the backend in addition to the free trial. There are a few other improvements that we’ll do when we relaunch for next season.”

The Golden Knights’ VGK Worldwide supporters club had seen a slight uptick in members since February when the franchise reported having thousands of members. Launched in April 2019, VGK Worldwide offers fan meetups, newly-designed merchandise, and access to a private Facebook group where exclusive team content is posted. 

“We continue to do ‘Fan of the Month’ during the pandemic to highlight different stories of our worldwide members and kind of how they became fans,” Eric Tosi, vice president of communications and content at the Golden Knights, said. 

Similar to the Sharks, the Golden Knights’ fan outreach efforts have focused on social media and digital platforms during the health crisis. This year’s virtual NFL Draft, originally scheduled to take place in Las Vegas, provided a clear opportunity for the franchise to activate around one of the NFL’s tentpole events.

To commemorate the newly-relocated Las Vegas Raiders, the Golden Knights created videos and social graphics welcoming both of the NFL team’s first-round picks Henry Ruggs III and Damon Arnette to town. Content included the creation of customized Golden Knights jerseys for the new pro athletes.

READ MORE: NFL Draft’s Marketing Power Endures as Brands Flock to Attract Fans

“Some of the highest engagement that we’ve seen in the pause was our Raiders draft-related content that had the Vegas Golden Knights spin on it,” Tosi said. The video featuring Ruggs III’s Golden Knights jersey, as an example, generated 58,000 views on Twitter.

The Golden Knights have made workouts, a new book club, and cooking recipes available to fans looking for entertainment while in quarantine, as well as educational activities parents can use to teach children. 

The pandemic also prompted the franchise to launch “Knights Report,” a 30-minute show on Facebook, Twitter, and Youtube. The show features team broadcasters interviewing executives and local officials while also providing news updates from around the NHL. Knights Report has so far earned 400,000 views.

“Creating series like ‘Knights Report’ also helps with our sponsorship partners,” Tosi said. “So we’ve been able to incorporate entitlement sponsors into Knights Report broadcasts that haven’t been able to have the same reach without any games.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

NHL to Rejoin Olympic Ice in Milan—and NBC Set to Cash In

NHL players last competed in the Olympics in 2014.
Jun 17, 2025; Sunrise, Florida, USA; Florida Panthers center Sam Bennett (9) hoists the Stanley Cup after winning game six of the 2025 Stanley Cup Final against the Edmonton Oilers at Amerant Bank Arena

Panthers Lock Up Stanley Cup–Winning Core With Long-Term Deals

Hours before free agency, Florida cemented terms with their essential players.
Jun 10, 2025; Houston, TX, USA; Houston Texans wide receiver Jayden Higgins (81) participates in a drill during an NFL football minicamp at NRG Stadium.

30 of 32 NFL Second-Round Draft Picks Remain Unsigned

Some rookie training camps start in under two weeks.

NHL Free Agency Begins With Big Money but Modest Star Power

Teams will look to take advantage of an enlarged salary cap.

Featured Today

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.
Seattle Rough & Tumble
June 28, 2025

Women’s Sports Bars Are on the Rise. Survival Isn’t Guaranteed

Some women’s sports bars are cashing in. Others are clawing for funding.
June 27, 2025

Shitposters Have Taken the Reins of Pro Sports’ Official Voices

Meet the social media pros turning sports teams into internet trolls.
Jun 17, 2025; Sunrise, Florida, USA; Florida Panthers center Sam Reinhart (13) hoists the Stanley Cup after winning game six of the 2025 Stanley Cup Final against the Edmonton Oilers at Amerant Bank Arena
June 26, 2025

Stanley Cup’s International Summer Tour: Rules, Repairs, and Raucousness

No pro trophy tour compares to the NHL’s three-month global victory lap.
Sponsored

Game the Green: Transforming Fan Experiences at TPC Sawgrass

As fans gather at THE PLAYERS Championship, Comcast Business will be keeping spectators and the PGA TOUR connected like never before.
October 8, 2024

NBA GMs Rank Salary-Cap Apron As Rule That Needs to Change Most

Schedule changes finished second with 17% of the vote.
February 3, 2025

Super Bowl Ticket Prices Crash As Hotel Rooms See Historic Rate Hike

Prices sink by about 30%, due in part to a lodging crunch.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
September 8, 2024

US Open Breaks Attendance Record

Top-seeded Jannik Sinner beat No. 12 Taylor Fritz in straight sets Sunday.
Sponsored

Mastercard’s Foodies & Fairways: Where Golf Meets Gourmet at the TOUR Championship

This year’s TOUR Championship in Atlanta isn’t just about world-class golf—it’s also a celebration of local flavors.
July 18, 2024

Loyal WNBA Fans Hit With Enormous Season-Ticket Price Hikes

Some season-ticket holders are seeing their prices doubled.
July 16, 2024

CONMEBOL, Hard Rock Stadium Continue Trading Blame Over Copa Disaster

Each blames the other for the security madness at Sunday’s final.