The NHL is taking significant steps to expand hockey’s reach beyond North America, with a particular focus on Europe. At a recent meeting of the League’s Board of Governors in New York, Commissioner Gary Bettman emphasized the importance of international growth as a central agenda item. This initiative aims to enhance the popularity of the sport across the globe.
Strategies for International Expansion
The NHL is considering various strategies to extend its influence internationally. These include hosting more games overseas, forging new media partnerships, and supporting grassroots hockey programs. Additionally, the League plans to create tailored content for international audiences, enhancing the viewing experience for fans outside of North America. Importantly, the NHL is not looking to establish a separate league for overseas competitions.
As part of this initiative, a notable new media agreement was announced with Nine in Australia, allowing fans to watch live games on Saturday mornings throughout the season. This deal kicks off with a matchup between the Detroit Red Wings and the Tampa Bay Lightning, featuring a total of 21 regular-season games broadcast with dedicated commentary and customized intermission coverage.
Europe has been identified as a primary focus area due to its established fan base, potential for growth in existing hockey communities, and ongoing collaborations with local leagues. The NHL’s plan includes working closely with these leagues to further promote and expand the sport.
This season, the NHL’s Global Series will feature the Pittsburgh Penguins and Nashville Predators playing two games at Avicii Arena in Stockholm, Sweden, on November 14 and 16, showcasing the League’s commitment to international games.
Looking ahead, NHL players are set to return to the Olympic Winter Games in Milano Cortina in 2026, marking the League’s first Olympic participation since 2014. The NHL and the NHL Players’ Association are also progressing with plans for the World Cup of Hockey in 2028, with anticipated games in both Europe and North America. The League expects bids from 18 North American markets and 10 European markets to host tournament games and plans to review these proposals in February.
However, Commissioner Bettman expressed concerns regarding the construction progress of the Milano Santagiulia Ice Hockey Arena, which is the primary venue for the 2026 Olympics. Local organizers have indicated that the timeline may not permit the originally scheduled test event in December, and no alternative test has been arranged, potentially affecting the venue’s readiness before the Games.
The first scheduled event at the arena will be a women’s preliminary game on February 5, followed by the men’s tournament, which will feature NHL players, beginning on February 11. The NHL has deferred contingency planning to the International Olympic Committee (IOC) and has been assured by both the IOC and the International Ice Hockey Federation that the venue will meet competitive standards.