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The National Hockey League launched their digital collectible platform, NHL Breakaway, to the public on Wednesday, November 15th, in collaboration with the National Hockey League Players’ Association (NHLPA), NHL Alumni Association (NHLAA), and end-to-end NFT platform, Sweet.

A “groundbreaking partnership”


The digital collectible marketplace promises to be a hub where hockey enthusiasts can “collect, gift, trade, display and participate in set collections and challenges to earn exciting rewards,” according to a recent press release.

“In this groundbreaking partnership, we’re not just launching a platform; we’re forging a new era where gamified and social digital collectibles become a bridge to unforgettable experiences in the sport you love,” said CEO of Sweet, Tom Mizzone.  

The NHL Breakaway platform has a variety of unique features, including a trade lounge, public profile customization, and gamification incentives where fans can earn real-life NHL experiences. 

“By collaborating closely with the League and the Associations, we’ve harnessed the power of the NHL’s extensive archive of iconic hockey highlights and integrated cutting-edge gamification, redefining the very essence of collectibles and offering fans a timeless journey through hockey’s most unforgettable plays, players and teams –  the ones we’ve witnessed and those yet to come,” stated Mizzone.

Limited release


Currently, the platform is offering a series 1 starter pack retailing at $19 With six highlights per pack featuring notable players like Jack Eichel, Luke Hughes, Elias Pettersson, and more, the NHL Breakaway starter pack is limited to 5,000 available units and is only available through September 2024.

“NHL Breakaway is an unparalleled digital experience,” said David Lehanski, NHL Executive Vice President of Business Development & Innovation. “The compelling graphics and highlights exclusively packaged with multiple camera angles and natural sounds of the game – such as a shot clanging off the goal post – bring collectors inside NHL arenas and make the digital pack opening a must-see experience.”

Fan-centered digital experiences


Originally announced in June 2022, the launch of NHL Breakaway follows its April 2023 beta release, where early adopters of the program dubbed “founding fans” provided constructive feedback to further enhance fan experience on the platform.

Previously, Sweet has launched NFT collections with a number of high-profile clients, including Macy’s, the New York Knicks, Kia, and Old Navy.

“The team at Sweet has worked tirelessly to build NHL Breakaway into a game-changer for hockey fans and collectors,” said Jasmine Lew, Senior Director, Business Operations & Associate Counsel for the NHLPA. “This evolving platform will showcase the amazing talents of NHL players to a worldwide fanbase in a fun and interactive way.”

Further collectible opportunities on the NHL Breakaway platform have yet to be announced.


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