On Wednesday, November 15th, the National Hockey League (NHL) officially unveiled its digital collectible platform, NHL Breakaway, to the public. This initiative is a collaborative effort involving the National Hockey League Players’ Association (NHLPA), the NHL Alumni Association (NHLAA), and the end-to-end NFT platform Sweet.
A “groundbreaking partnership”
The recently launched NHL Breakaway digital collectible marketplace is positioned as a central hub for hockey enthusiasts, providing a space to “collect, gift, trade, display, and participate in set collections and challenges to earn exciting rewards,” as outlined in a recent press release.
Tom Mizzone, CEO of Sweet, expressed the significance of this groundbreaking partnership, emphasizing that it goes beyond just introducing a platform. Instead, it aims to usher in a new era where gamified and social digital collectibles act as a conduit to unforgettable experiences within the realm of the beloved sport.
Key features of the NHL Breakaway platform include a trade lounge, customization of public profiles, and gamification incentives that enable fans to earn real-life NHL experiences. By closely collaborating with the NHL, NHLPA, and NHLAA, Sweet has leveraged the NHL’s extensive archive of iconic hockey highlights, integrating cutting-edge gamification to redefine the essence of collectibles and offer fans a timeless journey through hockey’s most memorable plays, players, and teams. This encompasses both witnessed moments and those yet to unfold in the world of hockey.
The current offering on the NHL Breakaway platform is a Series 1 starter pack, priced at $19. This pack includes six highlights each, featuring notable players such as Jack Eichel, Luke Hughes, Elias Pettersson, and others. Notably, the NHL Breakaway starter pack is limited to 5,000 units and is exclusively available until September 2024.
David Lehanski, NHL Executive Vice President of Business Development & Innovation, emphasized the unparalleled digital experience provided by NHL Breakaway. He highlighted the compelling graphics and exclusive highlights, complete with multiple camera angles and authentic sounds of the game, including immersive details like the sound of a shot hitting the goal post. This approach aims to bring collectors inside NHL arenas, making the digital pack opening a must-see and engaging experience for enthusiasts.
Fan-centered digital experiences
The launch of NHL Breakaway, initially announced in June 2022, comes after its beta release in April 2023. During the beta phase, early adopters, referred to as “founding fans,” provided constructive feedback to enhance the overall fan experience on the platform.
Sweet, the platform behind NHL Breakaway, has a track record of launching NFT collections with several high-profile clients, including Macy’s, the New York Knicks, Kia, and Old Navy.
Jasmine Lew, Senior Director of Business Operations & Associate Counsel for the NHLPA, commended the efforts of the Sweet team in developing NHL Breakaway into a transformative experience for hockey fans and collectors. The evolving platform is anticipated to showcase the exceptional talents of NHL players to a global fanbase in an engaging and interactive manner.
While the current Series 1 starter pack has been introduced, details about additional collectible opportunities on the NHL Breakaway platform are yet to be announced, leaving room for further excitement and engagement within the hockey community.