NHL announces Partnership with Timbaland’s Beatclub to Bolster 2021 Stanley Cup Playoffs Music Offerings

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Beatclub to Curate Music, Beats and Songs Catalog for Use in 2021 Stanley Cup Semifinals, 2021 Stanley Cup Final, 2021 NHL Draft and 2021 NHL Expansion Draft

NEW YORK / TORONTO (June 22, 2021) – The National Hockey League today announced a partnership with Timbaland’s Beatclub, the world’s premier global marketplace for music creators, to feature Beatclub and Timbaland’s vast catalog of exclusive music, beats and songs throughout the duration of the 2020-21 season, including the 2021 Stanley Cup Semifinals™, 2021 Stanley Cup® Final, 2021 NHL Draft™ and the 2021 NHL Expansion Draft™.

Beatclub will collaborate with the NHL to curate music for use in television and radio broadcasts of NHL games and events, in-arena integrations, and across social media and other digital platforms. In addition, Beatclub music will be available for use in Quest For The Stanley Cup, the weekly documentary series chronicling the remaining teams in the 2021 Stanley Cup Playoffs. This marks Beatclub’s first partnership with a professional sports league.

Beatclub, a company launched last year by GRAMMY Award-winning super producer Timbaland, features a hand-selected roster of some of the most successful artists, producers and songwriters in music. Artist/producers like Mike WiLL Made-ItMike DeanTainyJ. ColeRance of 1500, and many others have signed on with Beatclub to serve as the exclusive marketplace for their songs, beats and soundpacks. The partnership also gives NHL clubs access to the Beatclub music library.

“Hockey highlights are awesome when set to hip hop, so we’re thrilled to have Timbaland and his partners come together with us at the most exciting time of our year, the Stanley Cup Final,” said Steve Mayer, NHL Chief Content Officer. “This new curated library of music is another example of how the NHL is listening to what our young fans and players are asking for and is happy to deliver. We’re psyched to be working with one of the greatest music producers of all time.”

Timbaland commented: “The collaboration no one saw coming! I’ve always loved the speed and passion of NHL action and we at Beatclub are ready to bring a whole new level of excitement with the music we have planned for the League and its teams.”

Beatclub Co-Founder Gary Marella added “Beatclub is excited to collaborate with Steve Mayer and his team to bring a brand-new vibe to professional hockey, celebrating the players and the game with some incredible music. We’re thrilled to bring this opportunity to our Beatclub creatives.”

About Beatclub

Beatclub is creating the world’s premier all digital global marketplace that connects the creative community with record labels, music publishers, licensing companies and independent artists. Launching in 2021, Beatclub is the brainchild of GRAMMY Award Winning super producer Timbaland and his longtime business partner Gary Marella.

About the NHL

The National Hockey League (NHL®), founded in 1917, consists of 31 Member Clubs and proudly welcomes its 32nd franchise, the Seattle Kraken™, for the 2021-22 season. Each team roster reflects the League’s international makeup with players from more than 20 countries represented, all vying for the most cherished and historic trophy in professional sports – the Stanley Cup®. Every year, the NHL entertains more than 670 million fans in-arena and through its partners on national television and radio; more than 151 million followers – league, team and player accounts combined – across Facebook, Twitter, Instagram, Snapchat and YouTube; and more than 100 million fans online at NHL.com. The League broadcasts games in more than 160 countries and territories through its rightsholders including NBC/NBCSN and the NHL Network™ in the U.S., Sportsnet and TVA in Canada, Viaplay in the Nordic Region and CCTV and Tencent in China. The NHL reaches fans worldwide with games available online in every country including via its live and on-demand streaming service NHL.TV™. Fans are engaged across the League’s digital assets on mobile devices via the free NHL® App; across nine social media platforms; on SiriusXM NHL Network Radio™; and on NHL.com, available in eight languages and featuring unprecedented access to player and team statistics as well as every regular-season and playoff game box score dating back to the League’s inception, powered by SAP. The NHL is committed to building healthy and vibrant communities through the sport of hockey by increasing youth participation and engagement; fostering positive family experiences; promoting inclusion, positive culture and leadership; and supporting sustainable community impact.


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