NY Islanders social media admins win over players with their Christmas gifts

Given a little more freedom and trust, the New York Islanders’ social media team is proving it has the creative chops to bring fresh eyes — and fresh energy — to the organization.

Over the holiday break, the Islanders’ social channels popped with a simple but smart idea: the “Admin Elves” surprising players with personalized gifts. The video, credited by Islanders Senior Director of Social Media and Digital Tyler Brosious to Kathryn Howell and Madison Peyser, showed a lighter, more human side of the team — and it landed exactly as intended.

The clip opened with stars Matthew Schaefer and Matthew Barzal. Schaefer was handed bubbles and a friendship bracelet kit, a nod to his living arrangement with Matt Martin’s family. Barzal received a chess set, prompting a smile and an appreciative, “You guys know me so well.”

From there, the video leaned into personality. Scott Mayfield opened candy and a custom “Best Dad” plate. Adam Boqvist received Swedish candy. Alexander Romanov got a stress ball and a “Do Not Disturb: Gamer at Work” sign. It wasn’t overproduced or forced — just thoughtful, funny, and relatable.

That authenticity matters. For years, Islanders content lived safely inside the lines. This season, that’s changing. The Schaefer bubbles moment, the behind-the-scenes family touches, and the playful tone all signal a willingness to meet fans where they actually live — on social feeds, not press releases. Peyser, who joined the Islanders in September 2024 after stops at Fox Sports and UMass, and Howell, a nearly seven-year Islanders veteran who previously worked with the NHL, are blending experience with creativity. The result is content that feels modern without losing the team’s identity.

The timing helps. Schaefer’s breakout rookie season, Barzal’s star power, and a winning team give the social team something to amplify. But the difference now is execution. The Islanders aren’t just posting highlights — they’re telling stories. As the Islanders head into the holiday break sitting third in the Metropolitan Division at 20-13-4, the on-ice product is strong. Off the ice, the message is clear: with a little freedom, the Islanders’ social team can help grow the game — and the fanbase — in ways the franchise hasn’t fully tapped into before.