NHL Expands Globally, Aiming for a Bigger Piece of the Hockey Pie
The National Hockey League (NHL) is aggressively pursuing global expansion, leveraging its international player base and the inherent global appeal of hockey to boost its popularity and revenue streams beyond its traditional North American market. Through strategic events like the NHL Global Series and collaborations with international players and sponsors, the NHL aims to solidify its position as a truly global league, creating new opportunities for growth and increased market value. This strategy, however, is not merely about expanding viewership: it’s a calculated move designed to strengthen the league’s financial standing and position it for greater success in the evolving media landscape.
Key Takeaways: NHL’s Global Ambitions
- Sold-out Global Series Games: The NHL Global Series in Europe consistently draws large crowds, demonstrating high international fan interest in NHL games.
- Strategic Partnerships & Sponsorships: The league is forging strategic partnerships with international companies, creating new revenue streams and boosting brand visibility.
- Increased Media Rights Value: A larger global audience strengthens the NHL’s negotiating position for future media rights deals, leading to potentially higher revenue.
- Olympic Return & International Events: The NHL’s participation in the 2026 Olympics and other international events (like the 4 Nations Face-Off) will further increase global exposure and player interest.
- Long-Term Vision Includes European Teams?: The NHL hasn’t ruled out the long-term possibility of establishing teams in Europe, emphasizing its commitment to sustainable global growth.
Jumping the Pond: The NHL’s European Foray
The NHL’s commitment to international growth isn’t new. While the current iteration of the NHL Global Series began in 2017 (with a pandemic-related pause), the league has a long history of playing exhibition and, more recently, regular season games in Europe. This year’s Global Series, featuring games in Prague and Tampere, Finland, saw **all four games completely sold out**, a significant indicator of burgeoning fan interest. NHL Deputy Commissioner Bill Daly emphasized the league’s unique positioning: “We think we’re uniquely positioned in hockey, in the NHL, because hockey is such an international sport and we have a strong tradition of high-level players being developed in Europe.” The success of these games was echoed by team executives, who noted the surprising level of international fan support. New Jersey Devils President Jake Reynolds stated, “One of the more eye-opening experiences for me was seeing just how many international fans there were and how many Devils fans there were that are truly on a global and world stage.”
Extending Beyond Games: Fan Engagement Initiatives
The NHL’s initiatives extend beyond game nights. The league hosts NHL Global Fan Tours, offering fans unique experiences such as closer looks at the Stanley Cup. Further cementing its international involvement, the NHL will host its first-ever 4 Nations Face-Off, a tournament featuring national teams comprised of NHL players from Canada, Sweden, Finland, and the U.S. The long-term strategy also includes the return to the 2026 Olympics, marking the first time NHL players will compete since 2014, aiming to exponentially increase the League’s global reach and popularity. Rick Burton, a professor at Syracuse University and co-author of “Business the NHL Way: Lessons from the Fastest Game on Ice,” highlighted the rationale behind this approach: “They are looking to make the game as global as possible because we operate in a global economy…you can’t say, ‘Well, this game is only for North Americans.’ It simply isn’t.” He even predicted that the establishment of NHL teams in Europe wouldn’t be surprising in the future, a viewpoint not entirely dismissed by Deputy Commissioner Daly, who considered it a longer-term goal.
Greater Leverage: The Financial Implications of Global Reach
The NHL’s global expansion isn’t solely about expanding viewership; it’s a strategic move designed to enhance the league’s financial power. Irwin Kishner, a partner at Herrick Feinstein specializing in sports law, explains that a larger global audience translates directly into increased bargaining power when negotiating media rights: “The more eyeballs you have, the more valuable the signal can be…and it’s more that you can drive on sponsorship, the more that you can pay for players, the richer the league becomes.” With its current media rights deal expiring in 2027-28, the NHL is poised to benefit significantly from the current trend of rising sports media rights values. Live sports remain one of the most effective tools for maintaining traditional pay-TV bundles, attracting premium bids from media companies.
Revenue Streams: Beyond Media Rights
Revenue from the NHL Global Series and other international events contributes to the league’s hockey-related revenue, which is then shared between the league and players according to the collective bargaining agreement. However, individual teams also reap rewards through corporate sponsorships. For example, the Dallas Stars are exploring partnerships with Finnish companies like Nokia, while the New Jersey Devils utilized Prudential’s international arm, PGIM, for sponsorship during their European games. This collaboration between the NHL and its teams underscores the collaborative approach taken by the NHL and the National Hockey League Players Association (NHLPA) in fostering global growth. NHLPA executive director Marty Walsh noted the shared success that comes from this union: “You see it in the private sector. When unions and businesses work in the private sector to grow a business, you see a lot of success.”
Beyond Europe: A Global Perspective
While the current focus is on Europe, the NHL displays interest in other markets as well. Preseason games held in Australia marked the league’s first foray into the Southern Hemisphere, and the Vegas Golden Knights are actively cultivating a fan base in Latin America. These examples show that strategic expansion isn’t confined to Europe but instead represents a multi-faceted approach to establishing a truly global presence for the NHL, building towards a more lucrative and sustainable future.
