How to Grow the NHL
There is a fundamental tension between how the NHL positions itself and the reality of its ecosystem. Branding itself as the “everyman’s sport” is not only misaligned with hockey’s financial barriers but also overlooks the significant socioeconomic factors that inherently limit access to the game.
The Barriers to Accessing Hockey
The truth is that hockey isn’t a sport that anyone can pick up without significant financial investment. From youth hockey fees and travel expenses to equipment costs and the scarcity of rinks in certain regions, the barriers to entry are enormous. The pathway to elite levels, such as private coaching and high-tier leagues, further requires disposable income that many families simply don’t have.
While the NHL may want to appear accessible to “everyman” fans, the reality is that it’s a sport that, in many cases, requires at least upper-middle-class wealth to participate at a competitive level. Trying to sell it as an accessible sport ignores the reality that this barrier to entry shapes not only the demographics of who plays the sport but also who watches and supports it.
The experience of attending an NHL game is already priced as a higher-end entertainment option in cities like New York, Los Angeles, and Toronto. Considering ticket prices, parking, concessions, and merchandise, it is often out of reach for many families. Even live broadcasts require access to premium services, further limiting viewership.
Reframing the NHL's Identity
Rather than leaning into an unrealistic “everyman” narrative, the NHL could reframe itself around the themes of excellence and exclusivity. The league has never chosen this identity, likely because of its working-class roots in Canada, but there is a unique opportunity to embrace what makes it different and push hockey as an aspirational, high-status experience instead of trying to market it like a mass-access sport.
Hockey’s strongest markets are already tied to wealthier demographics, but the key here is finding global cities with a mix of high-income residents, strong corporate sponsorship potential, and existing interest in elite-level sports and entertainment. These are places where people have both the disposable income to engage with the sport and the cultural inclination to embrace a high-end, exclusive product.
On a global scale, the NHL should focus its international efforts on cities and countries that fit this demographic model, markets where a luxury or high-status angle can be used to build interest. There is untapped opportunity to reframe its branding toward demographics that can already afford to engage with it.
The F1 Model of Luxury Positioning
This branding aligns with luxury sponsors like Rolex, BMW, and Louis Vuitton, elevating the league’s perception and value. The NFL and NBA dominate with mass-market appeal, but there is another profitable niche in embracing a high-end identity, similar to the appeal of a Formula 1 race or certain golf tournaments.
If the NHL positioned its international events as exclusive, upscale spectacles, it could attract the kind of audience that is already drawn to prestige. Instead of trying to sell out massive arenas right away, they could start by curating a VIP hockey experience, much like how F1 races attract the ultra-wealthy with exclusive paddock clubs and high-status opportunities.
This approach could work well in countries like the UK, France, Poland, Japan, or South Korea, where luxury branding is often an integral part of culture, by hosting high-quality NHL games in London, Paris, Warsaw, Tokyo, or Seoul. These are places with large economies, strong sports cultures, and untapped audiences that could become significant hockey markets if engaged properly.
Hosting international tournaments in these locations wouldn’t just be about novelty; it would be a strategic investment in hockey’s future, targeting affluent, globally connected audiences in places where the game could realistically gain traction.
A Natural First Step
The UK is the most obvious choice. London, in particular, is one of the biggest sports business cities in the world, home to the English Premier League, Wimbledon, and some of the most affluent sports fans globally. Ice hockey already exists in the UK through the Elite Ice Hockey League (EIHL), which, while not on par with Sweden or Finland’s leagues, has a solid fan base and has been growing steadily.
A major NHL-backed tournament in London or Manchester would have instant appeal. British sports fans love fast, physical action, hockey shares many of the same elements that make rugby and football (soccer) so popular. The challenge is exposure, most casual sports fans in the UK don’t grow up watching hockey. By hosting a Four Nations Tournament or a North America vs. Europe series in London’s O2 Arena or Wembley Arena, the NHL could put hockey directly in front of a new, wealthy, sports-obsessed audience.
Hockey Meets Cultural Sophistication
France represents an untapped opportunity for hockey’s growth, offering a combination of cultural prestige, economic strength, and an existing interest in winter sports. While hockey has yet to achieve mainstream popularity in France as it has in Switzerland or Germany, the Ligue Magnus has steadily gained credibility. Paris, as one of the world’s most visited cities, could serve as a prime host for an international hockey event, bringing in both local fans and traveling supporters. The city’s global appeal would allow the NHL to showcase the sport to a new, sophisticated audience while leveraging France’s established enthusiasm for high-end sporting experiences.
The French sports market is dominated by football, cycling, and basketball, but the nation’s affinity for skiing and alpine sports indicates a latent interest in ice-based athletics. A major NHL-backed event at Accor Arena in Paris could introduce elite-level hockey to a receptive market, bridging the gap between hockey and France’s existing passion for winter sports.
Moreover, France’s economic power and cultural affinity for luxury align well with the NHL’s efforts to elevate its brand globally. Events in Paris could be positioned alongside premier sporting spectacles like Roland Garros and the Monaco Grand Prix, emphasizing hockey’s speed, skill, and refinement.
France’s connection to French Canada also presents a strategic advantage. The Montréal Canadiens already serve as a cultural bridge, and the potential addition of a Quebec City franchise could strengthen this link. Marketing French-Canadian players as icons in France would help foster a deeper connection with the sport. Additionally, the country’s affluent and growing class of young professionals provides a strong consumer base that could sustain the NHL’s expansion efforts.
An NHL event in Paris, particularly at a venue like the Accor Arena or even an outdoor game with the Eiffel Tower in the background, would create a striking visual and cultural statement, reinforcing the league’s luxury positioning. The NHL could further integrate into France’s high-end sports culture by offering VIP seating and exclusive experiences in partnership with luxury brands such as Veuve Clicquot or Cartier. Positioning hockey as the “sport of refinement” would align it with France’s celebrated arts and cultural traditions, making the sport more aspirational in the European market.
Through strategic branding and event placement, the NHL could successfully establish itself within France’s elite sporting landscape, setting the stage for long-term growth.
A Passionate and Underserved Market
Poland might not be the first country that comes to mind for a high-profile hockey tournament, but it makes a lot of sense. Hockey is already one of the more popular sports in the country, and while Poland isn’t an international powerhouse, the fan base is passionate. The Polish Hockey League (PHL) has strong regional support, and the national team, while not a top-tier program, has had moments of success.
Warsaw is a centrally located option for an NHL event, offering a European location that isn’t oversaturated with international hockey events like Sweden or Finland. The Polish sports audience is large and willing to support international events, as seen with the country’s growing success in hosting major soccer tournaments and combat sports events. The NHL would be investing in a passionate, sports-hungry market that is eager for more hockey exposure.
A High-Potential Market Overseas
Asia is a massive, largely untapped hockey market, and South Korea and Japan are the two countries most capable of sustaining the sport long-term. South Korea made significant strides in hockey after hosting the 2018 Winter Olympics, and while their domestic league is still developing, the country has a strong winter sports culture and an affluent sports fan base. Hosting an NHL-backed tournament in Seoul could introduce hockey to a broader South Korean audience while capitalizing on the country’s love for high-speed, high-impact sports.
Japan, meanwhile, is already one of the strongest non-traditional hockey nations. The Asia League Ice Hockey (ALIH) has a respectable following, and the Japanese national team has been competitive at the international level. Tokyo and Osaka would be perfect hosts for an NHL international event, given their massive population centers and strong corporate sponsorship potential. Japanese fans have shown an ability to embrace North American sports, with the NBA and MLB already seeing massive success in the country. Hockey could be next if given the right push.
Using Player Icons to Drive Appeal
These cities and countries have wealthy sports markets, strong infrastructure, and global visibility, making them ideal hosts for high-profile NHL events. In all these places, the idea would be to use elite players like Connor McDavid, Nathan MacKinnon, or Auston Matthews as icons of mastery, precision, and perfection. The marketing approach needs to match the audience’s expectations.
Partnering with brands that reinforce the positioning solidifies this. The NBA has successfully done this by integrating with high-end fashion brands and sneaker culture, making basketball not just a sport, but a lifestyle. Hockey hasn’t had that kind of crossover yet, but the potential is there. Luxury automakers, watch, and fashion brands all fit with the image of hockey as a sport that requires precision, power, and a certain level of exclusivity to participate in.
The reality is that hockey will never be a truly global mass-participation sport, at least not in the way that soccer or basketball are. The costs, infrastructure requirements, and climate factors all make it inherently more exclusive. Instead of seeing that as a limitation, the NHL should see it as an opportunity.
This isn’t about turning hockey into an elitist sport that excludes people. It’s about acknowledging reality and marketing accordingly. If the NHL tries to grow by positioning itself as an accessible, grassroots sport in non-hockey markets, it will fail because the infrastructure simply isn’t there to support it.
But if the league instead focuses on bringing hockey to places where the target audience can afford to engage with it at the highest level, it can create a sustainable, long-term presence in new markets. This strategy doesn’t mean ignoring traditional hockey cultures; it just means being smarter about where and how the game is introduced internationally.