IMG,  a global leader in sports, fashion and media, and the National Hockey League (NHL) today announced a multiyear agreement to market and distribute global media rights for the NHL outside the U.S., Canada and Nordic countries, beginning with the 2016-17 NHL season.

In addition, IMG will work alongside the National Hockey League Players’ Association (NHLPA) and the NHL to make the 2016 World Cup of Hockey available to the same territories worldwide.

Hillary Mandel, Senior Vice President & Head of Media, North America at IMG, said: “This partnership will be based on a collaborative approach. Our global sales team’s expertise and extensive knowledge of each regional market allows us to work strategically with both organizations on a sales and consultancy basis. This is an exciting opportunity to make the NHL far more accessible for both its existing global fan base and a new generation of hockey fans.”

“We are thrilled to expand our relationship with IMG,” said David Proper, Executive Vice President of Media Distribution and Strategy / Business Affairs. “Bringing NHL games and the World Cup of Hockey to our fans worldwide is a crucial component of our strategic plan to grow the NHL’s global presence.”

“We are looking forward to working with IMG, in conjunction with the NHL, to further expand the reach of the World Cup of Hockey to a broader global audience,” said Don Fehr, NHLPA Executive Director.

The 2016 World Cup of Hockey will be played at the Air Canada Centre in Toronto from Sept. 17 to Oct. 1, 2016 and be comprised of eight teams – Team Canada, Team Czech Republic, Team Finland, Team Russia, Team Sweden, Team USA, Team Europe and Team North America. More than 150 NHL players will compete in a best-on-best international hockey championship.