• by David Goetzl  @dgoetzl, April 10, 2008

As sports leagues increasingly become programmers and warm to the Web's global reach, the National Hockey League has launched an online video hub that stretches beyond highlight clips to longer-form programming. Content is free, and is supported by advertisers such as Anheuser-Busch, Cisco, Dodge and Verizon Wireless.

Called NHL Network Online--the league has its own TV channel that launched in the U.S. this season--the "channel" is accessible through the league's Web site and an NHL.tv URL.

John Collins, the league's senior executive vice president of business and media, said the initiative "is representative of the NHL's strategy to develop multiple, integrated assets that scale our business and create significant opportunities for our business partners."

The NHL said the site offers "rotating, IAB-compliant ad panels that ... also (accommodate) distinct branding for sponsors marketing to different countries."

The content available includes "The Hockey Show," which will have new editions five days a week during the season, and "NHL:LiveWire," which will stream live events and other original programming. "NHL Productions Presents" includes features and additional programs from the league's production arm.

This summer, the NHL will allow its individual teams to use content from the site to develop their own channels that can be sold locally.