As the first pucks drop on the 2018-2019 NHL season, the league’s front office is already looking to future hockey fans.

At Brandweek, NHL CMO Heidi Browning talked about “the first polycultural generation,” one that is “not an ethnic majority” and one that has “grown up with technology in their hands.”

“They are very empowered as a result,” said Browning. So, how are professional sports leagues, like the NHL, marketing to this generation?

Watch Browning’s full Brandweek presentation above for the answers.