NHL Marketing Moves: Eggert New CMO From Under Armour, Browning Heads Digital
Friday, May 29, 2026 at 08:42PM By Barry Janoff
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May 29, 2026: The NHL has made major moves in its marketing department as it prepares for the Stanley Cup Final, naming Sean Eggert as its new esvp/CMO and Julie Yufe as evp and managing director of international in what the league called “a major reorganization of its business staff.’
Eggert replaces Heidi Browning, who was named to the newly created position of NHL sevp-chief digital officer.
Eggert has been svp-global sports marketing at Under Armour. Prior to joining the brand in 2019, he was a marketing executive at Red Bull (2008-19) and Gatorade (2003-09).
Also as part of the league’s reorganization, Brian Jennings, who has been with the league since 1990 as evp-marketing, will now oversee the NHL’s newly formed Club Services and Strategy group.
“It is our responsibility to capitalize on the momentum we have created and to build upon it to secure and strengthen our future,” NHL commissioner Gary Bettman wrote in a memo to staff, according to Sports Business Journal.
“We cannot be complacent in this rapidly evolving sports, media and technology environment. Accordingly, Bill and I are announcing changes to the League office’s organizational structure which are designed to make us more efficient and effective in order to maximize the opportunities in front of us on behalf of the Clubs, the business and the game.”
The move for Browning is organic. She joined the league in 2016 after leading digital marketing strategies and solutions for companies including Fox Interactive Media, Universal McCann and, most recently, Pandora, will assume her duties Oct. 10.
"I’m excited to share that I’m stepping into a new role as the NHL’s first sevp-chief digital officer,” Browning posted to her Linkedin page.
"It’s an exciting time for the League. The NHL is building real momentum across the business, from fan growth and engagement to record-setting revenue, attendance, and ratings. The game on and off the ice has never been better, which is driven by the collective passion, focus, hard work, creativity, and commitment of our entire organization.”
According to Browning, “In this new role, I’ll be bringing our digital functions together into a single organization to help create a more connected fan experience, better activate our data and platforms, and unlock new opportunities. I will oversee the League’s digital products and platforms, including owned and operated web and app, digital media planning and operations, fan engagement and loyalty, research and measurement, and digitally focused technology partnerships, collectibles, and games.
“I’m excited to help shape what comes next for the League and for our fans, alongside my colleague Brian Jennings, SEVP and Chief Partnership Officer, and two new additions to our executive team: Sean Eggert, SEVP and Chief Marketing Officer, and Julie Y. Yufe, EVP and Managing Director of International.
“I’m confident that, together, we can build on this momentum, deepen our connection with fans, and help lead the League into its next phase of global growth.”
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