The Nelk Boys make up a social media brand with millions of young followers, and they had endorsement talks with the NHL that didn't work out due to them being "too edgy." This surfaced when the NELK brand released a video with UFC Owner Dana White openly trashing journalists and the NHL for having "Old dumb ******* people that have no idea what's going on" while endorsing the NELK Boys.
Dana White buries the NHL for their marketing……. Agree or disagree?? pic.twitter.com/0O0ieWXeWb
— World Hockey Report (@worldhockeyrpt) June 15, 2023
The NELK brand isn't without some controversy, but putting that aside, is Dana White right about the NHL's inability to engage a younger audience?