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NHL’s Wachtel: Virtual advertising dasherboards have lifted ‘overall enterprise value’ of league

An example of digitally enhanced dasherboards (Credit: NHL)

The National Hockey League believes that its digitally enhanced 'dasherboard' technology has already proven of immense commercial value at a local, national and international level despite some glitches since the initiative was introduced at the start of the 2022-23 season.

Working with digital signage technology and virtual advertising firm Supponor, the NHL has transformed previously static dasherboard advertising into a new dynamic broadcast tool which allows league and club sponsors to target marketing messages at specific territories.

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