(ADWEEK) The National Hockey League has pulled back the curtains on a new video player, replete with more original content and more sharing features designed to further infiltrate the Web’s top social networks.

The new NHL VideoCenter product, developed by the IPTV tech provider NeuLion, essentially replaces NHL Network Online, NHL.com’s original video platform.

Besides game highlights and interviews, VideoCenter offers fans three new channels: NHL Shootout Channel, which deliver full-length coverage of games that end with shootouts; NHL Press Room, for live press conferences; and NHL Library, an archive of clips.

VideoCenter also promises a larger video screen, faster loading times and more useful search, according to league officials.

Besides serving as a destination, the NHL sees VideoCenter as a way to enhance its presence on social media, clearly a league priority. The new player allows fans to share video clips with friends on Facebook, Twitter and Digg. The NHL already maintains channels on the top video sites YouTube and Hulu, and continues to create original video series for advertisers like Timberland and EA.

“NHL.com is the first place fans look to see the best game highlights; live and feature videos; and original programming focused on the NHL,” said NHL svp of creative Andre Mika. “NHL VideoCenter expands the volume of video content offered on NHL.com and greatly enhances and streamlines the user interface, creating the Web’s best destination for NHL video.”