NHL Expands Global Reach with New International Growth Strategy

NHL's Global Ambitions: Expanding the Game Beyond North America

The NHL is intensifying efforts to grow the game outside of North America, targeting new international markets and audiences. As hockey’s global appeal rises, the league is focused on strategic partnerships, broadcasting deals, and exploring broader opportunities for expansion. NHL commissioner Gary Bettman has voiced concerns over Olympic venue issues but remains optimistic that “everything is on the table” for the league’s next phase of growth.

Key Takeaways

• The NHL aims to expand efforts to grow the game outside of North America by entering new markets.
• Strategic partnerships and broadcasting agreements, including deals to televise games internationally, are key to the NHL’s global ambitions.
• Gary Bettman stresses caution over Olympic venue challenges but embraces a flexible approach for future international opportunities.

NHL Focused on Growing the International Market

The NHL’s global strategy hinges on increasing the sport’s reach beyond traditional territories. This means tapping into markets across Europe, Asia, and Latin America. By hosting preseason and regular season games overseas, the NHL creates authentic connections with new fans and develops grassroots programs abroad. The league’s commitment is clear: hockey should thrive in emerging international markets.

Bettman commented that expanding the NHL's presence internationally is not just about games; it’s about fostering a global hockey culture. The league plans to introduce more local partnerships and fan engagement campaigns to support long-term growth.

• Increased international events planned for upcoming seasons.
• Enhanced digital content tailored for global audiences.
• Collaborations with local leagues and youth programs.

NHL Announces Partnership to Televise Games in New Regions

Broadcasting is central to the NHL’s international growth strategy. Recently, the league announced a major partnership with DAZN to televise games in untapped markets, increasing visibility and accessibility. Beginning with the 2025-26 season, NHL.TV will be distributed globally through DAZN, a move that will make NHL games available to millions of new viewers, fostering deeper fan involvement. For more information on this partnership, see the details here.

This move ensures that international fans don’t just watch highlights but can follow full-season action live. By leveraging streaming platforms and regional broadcasters, the NHL is building a truly global hockey audience.

Key Insight: The right media partnerships accelerate fan growth by delivering consistent and localized content worldwide.

Gary Bettman: 'Concern' Over Olympic Venue, No NHL in Nine

The NHL’s involvement in the Olympics remains a complex issue. Gary Bettman expressed ‘concern’ over the upcoming Olympic venue's suitability, affecting the league's decision to participate. Concerns include venue readiness, the quality of ice, and the preparation for operational elements that are crucial for the games. For more details on Bettman's concerns about the Olympic venues, read more here.

For the next nine years, the NHL has no immediate plans to send players to the Winter Games, prioritizing player safety and scheduling stability. Despite this, the Olympics remain a valuable opportunity for hockey’s global popularity, and the NHL is open to revisiting participation if conditions become favorable in future editions.

1. Safety and revenue concerns factor heavily into Olympic participation.
2. The league is evaluating the long-term value of international events beyond the Olympics.
3. The NHL is expanding its own international events, reducing dependence on Olympic exposure.

Everything Is on the Table for the Next Phase of Growth

Gary Bettman recently stated that “everything is on the table,” indicating the NHL’s readiness to explore all opportunities for international expansion. From new markets in Asia to enhanced digital experiences, the NHL is flexible and adaptable in its approach.

Potential options include:

• Hosting more outdoor games and tournaments abroad.
• Developing regional development centers.
• Strengthening relationships with international hockey federations.

The league’s leadership sees these steps as essential to securing hockey’s future as a global sport.

• Embracing technology to reach diverse audiences.
• Building local fan bases with community-oriented initiatives.
• Cultivating international stars to inspire new generations.

The NHL’s global ambitions highlight a proactive, multifaceted growth strategy. By addressing challenges like Olympic participation and leveraging new partnerships, the league is positioning itself to become truly global in the coming years.