As the leading professional league in ice hockey and one of the largest sporting associations in the world, the National Hockey League (NHL) boasts millions of fans worldwide, global media coverage, and high-profile partnerships.
Viewership of the league remains on the rise, with a growth in numbers for ESPN by +37% for the start of the 2025/26 season, as compared to 2024/25.
Though the NHL witnessed a decline in viewers for the Stanley Cup finals last season at ~2.5 million in the U.S. and ~3.9 million in Canada, these figures can be attributed to the identical match-up between the Edmonton Oilers and Florida Panthers from the year before – neither of which are ‘Original Six’ teams.
The introduction of the 4 Nations Face-Off tournament also saw a boost in enthusiasm and viewership, drawing attention across the world and bringing the league up by 5% after the event.
16.1 million tuned in to watch Canada lift the trophy after beating the U.S., making the tense finals the most viewed non-NFL game on ESPN.
This momentum has carried into the new season, averaging 638,000 viewers on ESPN and increasing year-on-year.
The growth in viewership does more than boost ratings, expanding the NHL’s global reach and shaping how international hockey is both played and viewed.
Across the Atlantic
No longer just a North American league, the NHL has become the driving force behind the growth of ice hockey worldwide.
This influence can be seen across Europe, where the NHL’s success and visibility is inspiring new interest in the sport.
Despite ice hockey culture being much smaller in the UK, British leagues have also witnessed trends of growth.
The Elite Ice Hockey League (EIHL, or British Elite League) has witnessed an increase in ticket sales, reflecting a growing fanbase and stronger community engagement; and the introduction of streaming platforms, which allows for greater accessibility for those who can’t make it to the rink in-person.
Despite this positive development, many fans of British ice hockey still lament the lack of a television deal.
Being able to watch ice hockey on television would allow for broader exposure, attracting new fans and potentially even sponsors.
But is this really the case?
With much higher demand for more mainstream sports – such as football and rugby – and competition for priority in broadcast schedules, there are doubts that a television deal alone would be able to solve the issue of the limited visibility for ice hockey.
This highlights the challenge of exposure, presenting how there remains a need for greater marketing for British ice hockey that would introduce the sport to new audiences and form a stronger following.
British ice hockey and the road ahead
With the NHL seeking to make its way into the UK and mirror the paths of the National Football League (NFL) and National Basketball Association (NBA), this expansion could have a ripple effect on local interest.
By breaking into the UK and holding regular exhibition games, this would encourage a boost in ice hockey viewership and participation, and further build support for local teams.
However, other factors continue to hold back the sport across the British landscape.
Due to limited pathways and developmental support, UK players often struggle to bridge the gap into professional leagues.
As a result, the absence of local talent can make such tournaments less attractive, with no home players to root for.
With a lack of resources and funding in British ice hockey, what talent we do have often make the bold choice to move abroad to countries where the scene is more developed, offering better quality of training, and increased opportunities.
This stands in stark contrast to other sports, where homegrown talent is nurtured and developed into stars – for example, Bukayo Saka whose potential was recognised at Arsenal’s Hale End Academy and has been honed into the world-class winger we know today, making significant contributions to both club and country.
A key factor to this shortfall is the high cost of getting into ice hockey, particularly for young players who are only just starting out.
Expenses such as equipment, ice hire, registration fees, and travel costs make it difficult for many to afford to participate and demands commitment from those who can, heightening the barriers of entry to the sport.
Organisations and local clubs are seeking to reduce this financial strain and increase interest in ice hockey, with the establishment of initiatives that subsidise equipment and offer beginner programmes.
The NHL and Ice Hockey UK announced earlier this year that they had partnered to provide children aged 5-11 with free access to street hockey and the option of additional skating lessons.
Equipment is supplied by the NHL, allowing more kids to try out the sport and gain a sense of the game.
The programme began this season across the UK – supported by the local teams of the Belfast Giants, Cardiff Devils, Glasgow Clan, Guildford Flames, Nottingham Panthers, and Sheffield Steelers – and is set to expand further in 2026/27.
Though significant challenges remain before ice hockey can compete with other more established sports in the UK, there are early signs of growth that makes British ice hockey stand at a pivotal point in its development.
The steadily increasing visibility of the sport presents a timely opportunity to form a stronger foundation for the game at home – underpinned by existing fans, more opportunities to play, and partnership with the NHL.
The UK can therefore begin to foster a more competitive, inclusive, and lively hockey culture that not only supports local leagues across the country, but also contributes to the sport’s growth on a global stage.
