The NHL is coming off two signature viewership moments, first with the 4 Nations Face-Off tournament last month and then the Stadium Series matchup this past weekend. Hockey drew an average of 16.1 million viewers for the 4 Nations Face-Off final between the United States and Canada, while the Red Wings and Blue Jackets game on ESPN Saturday night attracted 1.6 million average viewers.
Building on the success of these broadcasts, NHL Commissioner Gary Bettman told CNBC on Wednesday morning that the league’s primary focus is maximizing the distribution of its content. He emphasized leveraging existing partnerships while also exploring potential streaming opportunities.
“It’s a combination, and I think it’s going to continue to evolve,” Bettman said on CNBC. “Particularly because of the difficulties we’ve seen with the regional sports channels. So I think you’re going to continue, as contracts come up, you’re going to see a mix.”
The NHL signed seven-year media rights agreements with Walt Disney Co. and Warner Bros. Discovery in 2021. These deals, which are set to expire after the 2027-2028 season, have so far aligned well with the league’s goals, according to Bettman.
“We want to be widely distributed, which we are with ESPN and Turner,” Bettman said. “TNT and ABC are doing a great job for us here, particularly over the last few years since we’ve re-engaged with them.”
Bettman also addressed the league’s Canadian broadcasting rights, revealing that exclusive negotiations are currently underway with Rogers Communications Inc. The negotiation window, which opened on January 1, will last for two months before the league can entertain offers from other broadcasters. The NHL’s current 12-year, $5.2 billion agreement with Rogers was signed in 2013.
“We’re currently in an exclusive negotiating period with Rogers,” Bettman said. “With our contract coming up, and we think that the broader the distribution, the better our fans are going to be served.”
The Commissioner praised the league’s use of modern technology to engage new fans, highlighting innovations such as puck and player tracking and animated versions of live games designed for younger audiences.
The NHL is no stranger to digital distribution, having integrated streaming into its model through past agreements with Rogers and its current deal with ESPN and ESPN+. While many sports properties are shifting more toward streaming, Bettman stressed that traditional television remains a critical component of the league’s strategy.
“I think linear is still important,” Bettman stated. “That’s still your most viewed distribution for most people, particularly people my age or your age. Younger people who are ‘cord nevers’ or ‘cord cutters,’ they’re going to look for ultimate sources of getting their content. You got to be agile.”
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