Apple is working with the NHL to promote Shot on iPhone billboards, featuring photos of players taken by teammates on iPhones (via Muse by Clio).
Shot With NHL
Billboards started going up on Tuesday in arenas featuring hockey players. Eight NHL teams are participating: Tampa Bay Lightning, Washington Capitals, St. Louis Blues, Edmonton Oilers, Carolina Hurricanes, Arizona Coyotes, Ottawa Senators and Philadelphia Flyers.
The photos seem to be exclusively taken with the iPhone XS. Additionally, last month the NHL Commissioner visited Apple Park where he and others spoke with Phil Schiller, saying that sports needs Apple.