The North American NHL ice hockey league has signed a long-term strategic partnership with Chinese internet company Tencent.
Tencent will become a digital partner of the NHL for five seasons, covering the remainder of the 2016-17 campaign and running through to 2020-21.
Live and short-form on-demand NHL content will be available via various Tencent platforms, including the Tencent Sports website and the WeChat mobile service.
The NHL will produce tailored content for the Tencent platform, including interviews, archive and behind-the-scenes footage.
The two parties will also collaborate on video gaming and e-commerce opportunities.
Tencent is already a partner of the North American NBA basketball and NFL American football leagues, as well as the Chinese Olympic Committee.
Tencent vice-president Chen Juhong said that, with the 2022 winter Olympic Games set to take place in Beijing, Tencent is committed to China's goal of getting "300 million people on the ice and snow."