Insights

Previewing the 2021 #StanleyCup Playoffs on Twitter

By Conor Clarance

The roar of hockey fans across Canada could be heard on Twitter throughout the 2021 @NHL regular season.

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With the regular season now wrapped and the #StanleyCup Playoffs underway, 16 top teams are going head-to-head, all looking to take home hockey’s ultimate prize. For the first time in 2021, this includes the Scotiabank North Division with four top Canadian teams battling for a spot to represent our country in the Eastern Conference Finals… and possibly the #StanleyCup Finals!

Twitter research* shows that 70% of Canadians agree that following sports on Twitter keeps them up-to-date with what’s happening. The same research also shows that amongst Canadians on Twitter, our service is the #1 social media platform of choice for following sports. This means for Canadian hockey fans in Toronto, Edmonton, Winnipeg, Montréal and beyond, Twitter will be home to the most unique real-time fan experience for supporters of our top @NHL teams and talent. 

Here is a look back at how this past @NHL regular season played out on Twitter and how fans can truly get in the game by staying connected to Twitter through the #StanleyCup Playoffs. 

Top Twitter moments of the @NHL regular season 

This past @NHL season had something for everyone: Massive moments from the league’s biggest stars, big-name trades and coaching changes, surprise teams on the ascent and some expectations smashed by teams on both sides of the border.

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Here is the snapshot of the @NHL teams and talent that had the most mentions on Twitter during the 2021 regular season so far.**

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Team Accounts

  1. Toronto Maple Leafs (@MapleLeafs)
  2. Pittsburgh Penguins (@Penguins
  3. New York Rangers (@NYRangers
  4. Carolina Hurricanes (@Canes
  5. Boston Bruins (@NHLBruins)
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Player Accounts

  1. Auston Matthews, Toronto Maple Leafs (@AM34)
  2. Connor McDavid, Edmonton Oilers (@cmcdavid97)
  3. Brad Marchand, Boston Bruins (@BMarch63)
  4. TJ Oshie, Washington Capitals (@TJOshie77)
  5. Alexander Ovechkin, Washington Capitals (@ovi8)

Aside from Matthews and McDavid, here are the NHL player accounts with the most regular season mentions amongst Canada’s five other teams.

A few signature games also stood out amongst hockey fans on Twitter with a focus on on-ice controversies, big opening night wins and outdoor spectacles.

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Two wins by the Washington Capitals (@Capitals) on May 3rd and 5th were the most Tweeted @NHL games this regular season. Both were victories over the New York Rangers with the first win marred by rough stuff, penalties and controversies around Caps forward Tom Wilson (@tom_wilso). 

The regular season tilt that drove the most third Twitter mentions was the @MapleLeafs opening night overtime win over the @CanadiensMTL from January 13th. That same evening’s Philadelphia Flyers (@NHLFlyers) win over the @Penguins was the season’s fourth most Tweeted game. Landing in fifth spot was the February 21st @NHLFlyers win over the @NHLBruins, part of the league’s NHL Outdoors at Lake Tahoe series. 

Twitter will be home to the #StanleyCup conversation this spring 

With four Canadian squads facing off in the coming weeks, millions of Canadian @NHL fans will be “lighting the lamp” on Twitter over the next two rounds of all-Canadian match-ups.

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Here are some Twitter tools and features to help you upsize your @NHL fan experience.

Twitter emojis - Unlock team emojis every time you Tweet official team hashtags

Twitter topics - Following each topic will insert news and top Tweets into your home timeline

Topics are also available for key talents such as the Oilers’ Connor McDavid and the Leafs’ Auston Matthews

We will also have a custom #StanleyCup Twitter emoji that will unlock every time you Tweet the hashtag during the postseason plus a live event page where you can keep close tabs on that night’s #StanleyCup action. 

For the best video highlights of top goals and memorable #StanleyCup moments, the official Twitter accounts for @Sportsnet, @NHL, and the four qualifying Canadian teams, will be a top destination for Canadian hockey fans.

The @NHL account will also feature NHL:60 segments for every game day during the #StanleyCup Playoffs. These highlight compilations feature the top moments from the previous night’s games, bringing hockey fans the latest and greatest updates. 

Stay connected on Twitter during the #StanleyCup Playoffs for the best content, conversation and unique features hockey fans won’t find anywhere else. 

* source:  Internal Twitter Data, Sports league conversations, Jan - Dec 2020, Canada. Data retrieved April 2021

** source: Twitter Insights Survey, global, Jan 11 - May 11, 2021

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