PRAGUE — The NHL is set to broaden its international reach following a series of games, including a preseason match in Germany and two regular-season games each in Czechia and Finland this season.
“We have a list of locations where we aim to bring teams to play games and develop markets,” NHL deputy commissioner Bill Daly remarked during the European Player Media Tour on Wednesday. “While we appear to have established a rotation among Finland, Sweden, and Czechia, I wouldn’t get too accustomed to that, as changes are likely coming in the near future.”
By the end of this season, the NHL will have hosted 20 regular-season games across Europe since 2017, comprising nine in Sweden (eight in Stockholm and one in Gothenburg), six in Finland (four in Tampere and two in Helsinki), and five in Czechia (all held in Prague).
Additionally, the League will have conducted 13 preseason games in Europe, Asia, and Australia during that timeframe, which includes three in Switzerland (two in Bern and one in Lausanne) and three in Germany (one each in Munich, Berlin, and Cologne).
Historically, the NHL has never held a regular-season game in Switzerland and has only done so once in Germany, back in 2011. The League has not visited London since playing two regular-season games there in 2007.
“I believe everyone likely has key markets in mind,” Daly stated. “We are keen to return to London. Both the players and the NHL Players’ Association share this desire to have a game there. Germany and Switzerland are both strong prospects for hosting regular-season games in the foreseeable future.”
Daly anticipates the NHL’s return to Australia for preseason matches. This came after the League made its first trip to the Southern Hemisphere when the Arizona Coyotes and Los Angeles Kings faced off in two preseason games on a temporary ice surface at Rod Laver Arena in Melbourne on September 23-24, 2023.
“It was a positive experience,” Daly noted. “The players and teams provided good feedback, which is crucial, particularly considering the long journey to play just two preseason games. This positive response from both clubs will make it easier to persuade other teams that Australia is a viable option.”
“From a business perspective, everything we anticipated came to fruition. Australia represents a promising sports market, with fans identifying as supporters of North American sports. It’s a financially and economically mature market.”
“As long as the experience remains beneficial for the clubs, it makes sense for us to pursue this as a method of expanding our business.”
When asked about the possibility of returning to Melbourne or extending to cities like Sydney, Daly responded, “That’s a legitimate question. I’m uncertain if we have advanced to that stage of planning yet.”
The main obstacle in Australia is ensuring NHL-quality ice.
“At Rod Laver [Arena], we encountered difficulties in maintaining quality ice, which we must address, especially to protect players during preseason games,” Daly remarked. “Before committing to another visit, we need assurance that we can create high-quality ice.”
This season, the Buffalo Sabres are scheduled to face EHC Red Bull Munchen in a preseason match at the newly opened SAP Garden in Munich, Germany, on September 27. This game is part of the 2024 NHL Global Series Challenge Germany presented by Fastenal.
The Sabres, alongside the New Jersey Devils, will also compete in two regular-season games at the O2 Arena in Prague on October 4-5 as part of the 2024 NHL Global Series Czechia presented by Fastenal.
Lastly, the Dallas Stars and Florida Panthers are set to play two regular-season matches at Nokia Arena in Tampere, Finland, on November 1-2, marking their participation in the 2024 NHL Global Series Finland presented by Fastenal.
Dallas reached the Western Conference Final for the second consecutive season, while Florida recently claimed the Stanley Cup, having also made it to the Stanley Cup Final in 2022-23. This matchup is expected to feature several Finnish players, including Panthers captain Aleksander Barkov, a native of Tampere.
“This contest will showcase two top teams in the League with significant Finnish representation, promising to be intriguing,” Daly remarked.
NHL players are also slated to compete in the 2026 Milano Cortina Olympics, although discussions are ongoing with the International Olympic Committee, NHL Players’ Association, and International Ice Hockey Federation.
“As far as I know, we are on schedule with the venue,” Daly added. “Completion is anticipated by October 2025, allowing for a test tournament in December 2025, which is essential. The facility is in good condition, but we have not finalized arrangements with the IOC, NHLPA, or IIHF. This remains a work in progress, but I do not foresee any obstacles.”
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NHL Expands Global Reach: Future Plans for International Games and Markets
The NHL’s Vision for Global Expansion
The National Hockey League (NHL) has long been a cornerstone of North American sports culture, but recent trends indicate a strong push to penetrate international markets. The league recognizes the potential for hockey to thrive beyond its traditional borders, aligning with its strategy to grow the fan base and increase revenue streams. This article explores various aspects of the NHL’s plans for international games and markets, highlighting future initiatives and strategies.
Key Factors Driving International Expansion
- Global Fan Engagement: The NHL aims to connect with fans across the globe, tapping into regions where hockey’s popularity is on the rise.
- Revenue Opportunities: Expanding into new markets presents lucrative sponsorship deals, merchandise sales, and broadcasting rights.
- Player Development: Global outreach allows the NHL to scout and develop talent from diverse backgrounds, enhancing the quality of the game.
Upcoming International Games
The NHL has already begun hosting international games and is planning more thrilling matchups in future seasons. Here are the key upcoming events:
| Event | Date | Location |
|---|---|---|
| 2024 NHL Global Series | November 2024 | Sweden |
| 2025 NHL Global Series | November 2025 | Germany |
| 2026 NHL All-Star Game | February 2026 | Canada |
Regional Focus: Europe and Beyond
Europe has been a primary focus for the NHL in its quest for global expansion. Countries such as Sweden, Finland, and the Czech Republic boast a rich hockey tradition and produce a significant number of NHL players. Here are some future plans for the European market:
1. Enhanced Engagement in Scandinavia
Scandinavian countries have a robust hockey culture, with many NHL players hailing from the region. The NHL plans to:
- Host more pre-season games in Sweden and Finland.
- Establish partnerships with local leagues for promotional events.
2. Expanding into Eastern Europe
Countries like Latvia and Poland show increasing interest in hockey. The NHL aims to:
- Organize youth hockey camps to develop young talent.
- Facilitate exhibition games to showcase the NHL brand.
Case Study: NHL Global Series in Prague
One of the NHL’s recent successful ventures was the Global Series held in Prague in 2022. This event featured two prominent teams, the San Jose Sharks and the Nashville Predators, playing a pair of regular-season games.
Key Highlights from the Event:
- Record Attendance: The games drew a capacity crowd, showcasing the enthusiasm for hockey in Europe.
- Local Partnerships: Collaborations with local sponsors and businesses helped enhance the event’s visibility and impact.
- Player Engagement: NHL players participated in community outreach, including hockey clinics and youth engagements.
Expanding Markets: Asia and Beyond
The NHL is also setting its sights on Asia, particularly countries like China and Japan, where hockey is emerging as a popular sport. Strategies for these markets include:
1. Grassroots Programs
The NHL is committed to building hockey from the ground up by:
- Implementing youth programs that introduce the sport to school-age children.
- Creating partnerships with local hockey organizations to promote the sport.
2. Broadcast Partnerships
Increased visibility through broadcasting is vital. The league is focused on:
- Securing deals with local networks to air games and events.
- Utilizing digital platforms to reach younger audiences in these markets.
Benefits of International Games for the NHL
Hosting international games provides numerous benefits for the NHL, including:
- Brand Awareness: Expanding the NHL brand brings recognition and loyalty from fans around the world.
- Talent Discovery: Global games serve as scouting events, helping teams identify potential players from diverse backgrounds.
- Cultural Exchange: International games foster cross-cultural experiences between players and fans, enhancing the sport’s appeal.
Practical Tips for Fans Interested in International NHL Games
If you’re a fan looking to catch an NHL game abroad, here are some practical tips:
- Stay Informed: Follow the NHL’s official website and social media channels for updates on international games.
- Travel Early: Book flights and accommodations well in advance to avoid last-minute hassles.
- Explore Local Culture: Make the most of your trip by exploring local attractions and engaging with the community.
First-Hand Experience: Attending an NHL Game in Europe
Attending an NHL game in Europe can be an exhilarating experience. Fans can not only enjoy high-caliber hockey but also immerse themselves in a unique cultural atmosphere. Here’s what you might expect:
- Passionate Fans: European hockey fans are known for their enthusiasm and unique cheering styles.
- Local Cuisine: Enjoy local dishes at the arena while taking in the game.
- Merchandise Variety: Access to exclusive international merchandise not available in North America.
Future Outlook: The NHL’s Commitment to Global Growth
The NHL’s commitment to expanding its global footprint is clearer than ever. With planned international games, a focus on developing markets, and initiatives to promote the sport worldwide, the league is poised for significant growth. This commitment not only enhances the NHL’s brand but also enriches the experiences of hockey fans globally.
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