The National Hockey League is experiencing unprecedented growth. The 2023–2024 season set new records in revenue, viewership, and fan engagement. This year may even set more.
With a surge in international appeal and innovative events like the 4 Nations Face-Off, the league has solidified itself as a rising force in the global sports market. While other major leagues, such as the NBA, have struggled with declining mid-season viewership, the NHL’s latest innovations could serve as a blueprint for success.
Revenue and Viewership on the Rise
The NHL’s total revenue for the 2023–2024 season is projected to exceed $6.2 billion, a substantial increase from past seasons (AP News). This financial success is fueled by multiple factors, including increased sponsorship deals, a rise in digital and streaming engagement, and international expansion. For one, record-setting playoff numbers. The Stanley Cup Playoffs saw an all-time high in engagement, averaging 1.54 million viewers per game, the highest in 28 years.
Unlike the NBA’s All-Star Weekend, which has faced declining interest for several years, the NHL’s mid-season innovation — the 4 Nations Face-Off — has become a game-changer, drawing millions of new viewers to the sport.
4 Nations Face-Off: A Game-Changer for Hockey’s Global Appeal
One of the NHL’s biggest successes this season has been the introduction of the 4 Nations Face-Off, a mid-season international tournament featuring Canada, the U.S., Sweden, and Finland.
- The tournament attracted millions of new viewers, proving that high-stakes competition between national teams is a format that engages fans.
- International games continue to expand hockey’s audience beyond North America, increasing global recognition for the league.
- The success of this event has sparked discussions about future global tournaments, with some even suggesting a potential NHL World Cup revival.
The 4 Nations Face-Off was introduced as a fresh alternative to the traditional NHL All-Star Weekend, which had seen decreasing engagement in previous years. By replacing a low-intensity exhibition game with meaningful international competition, the league reignited interest among fans and players alike.
A Blueprint for the NBA?
The success of the 4 Nations Face-Off has also caught the attention of other professional sports leagues, particularly the NBA, which has been dealing with declining All-Star Game ratings for years. The NBA’s All-Star format has been widely criticized for its lack of competition, with little to no defense being played and superstars going through the motions instead of delivering an exciting game. Just 4.718 million basketball fans tuned in to TNT/TBS/TruTV for the all-star game this past Sunday.
By contrast, the 4 Nations Face-Off introduced a competitive national pride element, where players fought for their country, making each game matter. This format naturally brings more intensity, passion, and engagement — something the NBA desperately needs to regain fan interest.
If the NBA were to adopt a similar model, featuring a global competition with teams representing the U.S., Canada, Europe, and a World team, it could revitalize the All-Star experience. Given basketball’s international popularity, such a change could bring in millions of new viewers worldwide.
The NHL’s Future: Expansion and Innovation
With new media partnerships, innovative tournaments, and a growing digital presence, the NHL is positioning itself for continued growth. The success of international hockey events and increased sponsorship investments suggest that the league’s business boom is far from over.
Meanwhile, other leagues, like the NBA, may look to the NHL’s 4 Nations Face-Off model as inspiration for creating more meaningful mid-season events that truly engage fans. Longtime hockey fan and season ticket holder Antonio Del Rio has witnessed this shift firsthand.
“For a long time, hockey felt like it was in its own world, diehard fans followed it, but it wasn’t something that major sports analysts really cared about,” Thompson said.
“Now, I turn on ESPN or Fox Sports, and they’re actually talking about NHL matchups, major player performances, and how the league is growing,” Del Rio added. The 4 Nations Face-Off really helped with that. It gave sports shows something exciting to discuss instead of just another exhibition game. The NHL is finally getting the respect it deserves. It’s no longer just a regional sport. It’s part of the national conversation now.”
