VOL 27 ISSUE 23, June 8, 2026
According to Zoomph data, the Boston Bruins, the National Hockey League (NHL) team owned by Delaware North Chairman Jeremy Jacobs, ranked second in the NHL in social media value during the 2025-26 season.
The Bruins generated more than $21 million in total social media value across all platforms, trailing only the Colorado Avalanche. The Avalanche, Bruins, Pittsburgh Penguins and Montreal Canadiens were the only NHL teams to surpass $20 million in social media value.
The Bruins’ Facebook page ranked first in the NHL in social media value, generating more than $9 million, along with 4.91 million engagements and 322 million impressions.
Sports Business Journal covered the top 10 NHL teams by social media value generated during the 2025-26 season.
High-performing Boston Bruins social media posts included:
- The “Heated Rivalry” TikTok video (and accompanying social posts on X, Instagram and Facebook) that helped the Bruins gain more than 5,000 Tik Tok followers, with 70% of viewers being new to Bruins content:
- The Bruins were the first team to post pronunciation guides for the names of players competing in the 2026 Olympics, starting a trend that spread across the NHL:
- Announcement of the retirement of Zdeno Chara’s No. 33 and raising his banner to the TD Garden rafters:
- NHL Follow Tracker sharing the Bruins started following Adam Sandler on X:
