Insights

Inside the 2021-2022 NHL season on Twitter

By Conor Clarance
Wednesday, 13 October 2021

The puck dropped on a new @NHL season this week and hockey fans everywhere are celebrating as top teams and talent hit the ice for the 2021-2022 regular season.

Hearing that opening whistle signals a return to play for your favourite hockey superstars. It also signals a return of our @NHL team emojis!

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Tweeting hashtags of the league’s 32 teams will unlock a custom Twitter emoji. These will be live on Twitter straight through the regular season and until the end of the Stanley Cup Playoffs. 

This @NHL offseason was a lively one, complete with an expansion draft, a well-Tweeted offer sheet, a flurry of trades and free agent signings plus dozens of new names joining @NHL organizations via the league’s entry draft. 70% of Canadians on Twitter agree that following sports on our service helps them keep up-to-date with what’s happening.* The 2021-2022 hockey season will be no exception.  

Here is a look at the names, news and trends that will tell the story of the @NHL on Twitter in the coming months. 

Top Teams & Talents

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The Tampa Bay Lighting (@TBLightning) captured the Stanley Cup for the second straight season in 2021, topping the Montréal Canadiens (@CanadiensMTL) this past July. We recently announced that 52 top hockey Tweets are now on display at the Hockey Hall of Fame in Toronto, courtesy of our #StanleyTweets campaigns. 

Here are the player and team accounts that earned the most combined Twitter mentions during the 2021 NHL regular season and Stanley Cup Playoffs.

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Players

  1. Auston Matthews, Toronto Maple Leafs (@AM34)
  2. Connor McDavid, Edmonton Oilers (@cmcdavid97)
  3. Brad Marchand, Boston Bruins (@BMarch63)
  4. David Pastrnak, Boston Bruins  (@pastrnak96
  5. Robin Lehner, Vegas Golden Knights (@robinlehner)
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Teams

  1. Montréal Canadiens (@CanadiensMTL)
  2. Vegas Golden Knights (@GoldenKnights
  3. Toronto Maple Leafs (@MapleLeafs)
  4. Pittsburgh Penguins (@Penguins
  5. Carolina Hurricanes (@Canes

#VIEWS from Canada

The @CanadiensMTL shocked the hockey world this past spring, entering the Stanley Cup Playoffs with the lowest point total of the 16 postseason teams and ultimately finding themselves in the Finals against the @TBLightning.

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The 2021 season marked first the time the @CanadiensMTL led all @NHL teams in official account mentions. For the regular and postseasons combined, rookie sensation Cole Caufield (@colecaufield) had the most account mentions amongst #Habs players, followed by Carey Price (@CP0031) and Tyler Toffoli (@tytoff16).

As mentioned above, Toronto’s @AM34 and Edmonton’s @cmcdavid97 were first and second amongst player account mentions this past @NHL season. Aside from Caufield, Matthews and McDavid, these were the most-mentioned player accounts for the four other Canadian @NHL teams.   

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Canadian hockey fans can also follow Twitter Topics for the fave teams. From your profile menu, on your Home timeline, and in search results, you’ll see prompts to follow various Topics. Simply follow the Topic and we'll personalize your Twitter experience with relevant Tweets, events and other top content. 

Here are links to Topics for Canada’s seven @NHL teams. 

Enter the Kraken

This sees the debut of the NHL’s newest squad as the Seattle Kraken (@SeattleKraken) has officially become the league’s 32nd franchise. The @SeattleKraken had more account mentions than any @NHL team during this past offseason.

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Jordan Eberle (@jeberle_7), Jamie Oleksiak (@jamieoleksiak) and Chris Driedger (@ChrisDriedger) are amongst the first-year Kraken that fans in the northwest will be cheering on this season. Kraken GM Ron Francis (@RonFrancis10) is also part of an emerging class of NHL executives who use Twitter to stay informed and keep fans informed of the latest happenings with his team.

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Twitter has played a big role in the team’s launch strategy already. In fact, 100% of players taken by the @SeattleKraken in this past summer’s Expansion Draft were announced by various reporters on Twitter prior to the TV broadcast of the event. 

#SeaKraken will unlock the team’s official Twitter emoji during their first season. Fans can also follow the Seattle Kraken Twitter Topic for more Tweets and content about the team.

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@NHL fans in Canada, the U.S. and beyond should keep Twitter close all season long for the latest in what’s happening on and off the ice. 

* Source: Twitter Insights Survey, Canada, June 2020

 

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@FirstNameConor

Conor Clarance

‎@FirstNameConor‎

Head of Sports, Twitter Canada

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