The National Hockey League and GoPro have entered into a content-sharing partnership that will allow viewers to see point-of-view footage from cameras attached to players’ helmets, masks, and jerseys. The deal will take effect this season, beginning October 8.

GoPro made its name in the action sports world, with roots in surfing that spread to other activities like rock climbing and BASE jumping. The company is trying to broaden their reach with expansion into markets such as the NHL and NFL, said GoPro’s Head of Production Wil Tidman.

The content gathered from the cameras used in the NHL will be featured on the NHL Network, NHL.com, and on GoPro’s YouTube channel.

NHL Chief Marketing Officer Brian Jennings said the cameras will be able to capture images that were “unimaginable” before. “The [technology] demystifies our game—and truly shows what skill our players have,” Jennings told Adweek,

New York Rangers Goalie Henrik Lundqvist said he’s looking forward to seeing what kind of footage will be captured. “It can definitely help the game become even more interesting for the viewer, no question,” he told Adweek. 

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