Hockey’s Global Ambition: NHL Sets Sights on International Expansion
The National Hockey League (NHL) is on a mission to take its popularity to new heights, beyond the borders of the United States and Canada. With a strong foundation in Europe, the league is capitalizing on the global appeal of hockey to grow its fan base and increase its revenue.
A Strong European Presence
This season, the NHL played four sold-out games in Prague and Tampere, Finland, as part of its Global Series. The event, which started in 2017, has been a huge success, with local fans showing immense support for American hockey teams. “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,” said NHL Deputy Commissioner Bill Daly.
Growing the Game Globally
The NHL is not stopping at Europe. In February, the league will host its first-ever 4 Nations Face-Off, an international event featuring players from Canada, Sweden, Finland, and the U.S. competing for their native countries. The hope is that this increased exposure will be a significant boost for the league. Additionally, NHL players are set to participate in the Olympics for the first time since 2014, further increasing the league’s global visibility.
Europe: A Key Market for Expansion
With roughly 30% of NHL players hailing from Europe, it’s no surprise that the continent offers immense opportunities for growth. The warm reception to the Global Series and strong turnout have been encouraging signs for the league. “Sometimes it gets lost how much fun it is,” said Florida Panthers general manager Bill Zito. “It’s really fun to go play hockey over there.”
Media Rights and Revenue Opportunities
Taking the NHL’s product outside the U.S. and Canada will give the league more bargaining power when negotiating media rights. “The more eyeballs you have, the more valuable the signal can be,” said Irwin Kishner, a partner at Herrick Feinstein. The NHL’s current media rights deal goes through the 2027-28 season, and if recent trends continue, the league is likely to see a significant increase in contract value.
Partnerships and Sponsorships
Revenue opportunities also exist at the individual team level through corporate sponsorships. The Dallas Stars are exploring a partnership with Nokia, while the New Jersey Devils swapped out their typical Prudential helmet decal with Prudential’s international arm, PGIM, for the European games.
A United Front
In all its international initiatives, the NHL and the National Hockey League Players Association (NHLPA) work together. Despite being on opposite sides of the table during labor negotiations, the organizations are aligned in their goal to make hockey and the NHL more popular. “You see it in private sector. When unions and businesses work in the private sector to grow a business, you see a lot of success,” said NHLPA executive director Marty Walsh.
Beyond Europe: Exploring New Markets
While Europe is a key focus, the NHL is also exploring other markets. Prior to the 2023 season, the league played preseason games in Australia, the first time the NHL played in the Southern Hemisphere. The Vegas Golden Knights have devoted resources to grow its fan base in Latin America. As the NHL continues to expand its global reach, one thing is clear: the future of hockey is bright, and it’s going to be a wild ride.
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