The NHL has seen its popularity surge in recent years. Successful expansion franchises like the Vegas Golden Knights (2017) and the Seattle Kraken (2021) have captivated fans. These teams prove that hockey can thrive in non-traditional markets. This trend is driven by several factors. The league is strategically working to grow the game in new regions. Particularly, this is evident in the southern United States, where youth hockey participation is on the rise. The Arizona Coyotes are relocating to Salt Lake City. They will become the Utah Hockey Club in 2024. With this change, the league now boasts 32 teams. But the NHL’s expansion ambitions may not end there. Commissioner Gary Bettman has hinted at further expansion, and several cities are eager to welcome an NHL franchise. This blog post explores potential expansion opportunities. It analyzes the most likely contenders based on their existing hockey infrastructure. Economic viability is also considered. It looks at the potential for fan support and corporate partnerships.  

Southern US Cities

The NHL has made significant strides in establishing a presence in the southern United States. This region is likely to be a key focus for future expansion. Several southern cities have expressed interest in joining the league, each with its own unique advantages and challenges.

Atlanta, Georgia: Third Time’s the Charm?

Atlanta has a complicated history with the NHL. The city has seen the Flames relocate to Calgary. The Thrashers moved to Winnipeg. Despite these past setbacks, Atlanta remains a prime candidate for NHL expansion. The city boasts a large and growing metropolitan area with a diverse population and a thriving economy. Moreover, Atlanta has a passionate sports fanbase, eager to support a winning hockey team.  

The location of the Thrashers’ arena was a key factor that hindered their success. It was situated in an area with significant traffic congestion. This time around, Atlanta is taking a different approach. The city is currently constructing a new arena, The Gathering at South Forsyth, specifically designed for NHL hockey. This state-of-the-art facility is expected to be completed in 2027. It will be located in a more accessible area. The location will have better transportation options. The Gathering at South Forsyth will provide a world-class venue for hockey games. It will also serve as a catalyst for economic development in the surrounding area.  

For Atlanta to secure an NHL franchise, it will need to overcome the stigma of past failures. It must also demonstrate a long-term commitment to supporting a team. However, the city’s strong economic foundation suggests that Atlanta is well-positioned for success. Additionally, the growing youth hockey market supports this position. The strategic placement of the new arena also plays a significant role..  

Houston, Texas: A New Frontier for Texas Hockey

Houston is another major metropolitan area in the southern United States. It has emerged as a strong contender for NHL expansion. As the fourth-largest city in the country, Houston boasts a diverse population, a robust economy, and a passionate sports culture. The city has a history with hockey. It hosted the WHA’s Houston Aeros. There is a growing interest in the sport among young people.  

Houston has two potential arena options for an NHL team. The Toyota Center is currently home to the NBA’s Houston Rockets. It could serve as a temporary venue. This would be while a new arena is constructed or an existing one is renovated. The city is also exploring plans to renovate NRG Arena, which could be configured to meet NHL regulations. This multi-purpose arena has the potential to host a variety of events, including hockey games, concerts, and rodeos.  

Houston’s large and diverse corporate base would likely provide ample opportunities for sponsorships. The city’s strong media market would attract television viewers. However, like Atlanta, Houston will need to demonstrate a sustained commitment to supporting an NHL team to ensure long-term success.  

New Orleans, Louisiana: A Long Shot with Potential

While not as prominent as Atlanta or Houston, New Orleans has also emerged as a potential expansion city. The NHL recently met with a group interested in bringing a team to the city. New Orleans has a rich sports history. It has a passionate fanbase. However, it faces challenges due to its relatively small market size. The presence of an NBA team also adds to these challenges. The city would likely need to demonstrate strong corporate support. It would also require a clear plan for an NHL-ready arena. These are necessary to be considered a serious contender.  

Other Southern Cities: Cincinnati and Omaha

Cincinnati and Omaha are two other cities that have been mentioned as potential expansion locations. Cincinnati has a history of supporting minor league hockey. Omaha has a relatively new arena that could potentially host an NHL team. However, both cities would likely face challenges in terms of market size and competition from other sports.  

Canadian Cities: A Return to Quebec?

The NHL has focused on expanding its presence in the United States in recent years. However, there is still potential for growth in Canada. Quebec City, in particular, has been a long-standing candidate for a new franchise.

Quebec City, Quebec: A City Ready for the Nordiques’ Return

Quebec City has a deep-rooted hockey tradition. It was home to the beloved Nordiques before they relocated to Colorado in 1995. The city has a passionate fanbase that has been eagerly awaiting the return of NHL hockey. Quebec City has a modern, NHL-ready arena in the Videotron Centre. It is specifically designed to host a professional hockey team.  

A team in Quebec City would instantly renew historic rivalries with the Montreal Canadiens. They would also rekindle rivalries with the Ottawa Senators. This would add excitement to the league. It could potentially boost television viewership in Canada. Quebec City has a smaller corporate base than some of the larger US cities. However, the potential for strong fan support in Canada makes it a compelling option for the NHL. Television viewership in Canada also contributes to this appeal.  

Midwestern Rivalries: Milwaukee

The Midwest is another region where the NHL could potentially expand. Milwaukee could emerge as a city with the potential to ignite new rivalries.

Milwaukee, Wisconsin: Brewing Up a Rivalry with Chicago

Milwaukee has a strong hockey tradition, with a passionate fanbase that has supported the AHL’s Milwaukee Admirals for many years. The city is also home to several Fortune 500 companies, providing a potential source of corporate sponsorships.  

Milwaukee’s proximity to Chicago, home of the Blackhawks, makes it an ideal location for creating an instant rivalry. A team in Milwaukee would tap into an existing hockey market. It would also generate excitement through a natural geographic rivalry. This is similar to the intense battles between the Flyers and Penguins in Pennsylvania.  

Milwaukee’s Fiserv Forum is primarily used for basketball. It has hosted NHL preseason games. The venue could potentially be adapted to serve as a temporary home for an NHL team.  

Potential Relocation Sites: Portland

While the NHL is primarily focused on expansion, relocation remains a possibility for struggling franchises. Portland, Oregon, has been mentioned as a potential relocation site.

Portland, Oregon: A Western Conference Option

Portland has a history of supporting hockey, with the WHL’s Portland Winterhawks having a strong following in the city. The Moda Center, home to the NBA’s Portland Trail Blazers, could potentially serve as a venue for an NHL team. Portland would face competition from other sports in the city. The NHL would need to carefully consider the market’s viability before relocating a franchise there. 

Arena Situations: A Critical Factor for Success

The arena situation is a critical factor in NHL expansion. The league has demonstrated a growing emphasis on the importance of arena location in attracting fans. It also focuses on attracting corporate sponsors. Arenas that are easily accessible and located in vibrant areas are more likely to draw fans. Offering a variety of amenities further helps generate revenue. Here’s a summary of the arena situations in the potential expansion cities:  

City	Arena	Status	Notes
Atlanta	The Gathering at South Forsyth	Under Construction	Expected completion in 2027. Specifically designed for NHL hockey. Located in a growing area with access to transportation.
Houston	Toyota Center	Existing	Could serve as a temporary home. Modern arena with a variety of amenities.
Houston	NRG Arena	Existing	Renovation plans include configuring the arena to meet NHL regulations. Multi-purpose arena with potential for hosting various events.
Kansas City	T-Mobile Center	Existing	NHL-ready arena located in the downtown area with access to entertainment and dining options.
New Orleans	Smoothie King Center	Existing	Currently hosts the NBA’s Pelicans. Would likely require renovations to meet NHL standards.
Quebec City	Videotron Centre	Existing	Modern NHL-ready arena with a “hockey-first” design.
Milwaukee	Fiserv Forum	Existing	Primarily used for basketball, but has hosted NHL preseason games. Located in a vibrant downtown area with entertainment options.
Portland	Moda Center	Existing	Home to the NBA’s Trail Blazers. Multi-purpose arena with potential for hosting hockey games.

Corporate Sponsorships and Television Viewership: Fueling Financial Success

Attracting corporate sponsorships and television viewership is essential for the financial viability of an NHL team. Here’s an overview of the potential for corporate support and television viewership in the cities discussed:

City	Corporate Sponsorships	Television Viewership
Atlanta	Strong corporate base with numerous Fortune 500 companies. Potential for partnerships with major brands in various industries.	Large media market with a history of supporting professional sports. Potential for high television ratings.
Houston	Diverse and robust corporate base. Potential for sponsorships from energy, healthcare, and technology companies.	Large and diverse media market. Potential for attracting a wide range of viewers.
Kansas City	Growing corporate presence with a focus on healthcare, finance, and logistics. Potential for partnerships with local and national brands.	Smaller media market but a passionate sports fanbase. Potential for strong local viewership.
New Orleans	Smaller corporate base compared to other cities. Would need to attract sponsorships from tourism, hospitality, and entertainment industries.	Smaller media market with an existing NBA team. Television viewership would likely depend on the team’s performance and local interest.
Quebec City	Smaller corporate base but a strong hockey tradition. Potential for sponsorships from local businesses and national brands with a Canadian presence.	Strong potential for television viewership in Canada, particularly in Quebec. A team in Quebec City would likely attract significant national attention.
Milwaukee	Strong corporate base with several Fortune 500 companies. Potential for sponsorships from manufacturing, healthcare, and financial institutions.	Passionate sports fanbase with a history of supporting local teams. Potential for strong local and regional viewership.
Portland	Strong corporate presence with a focus on technology, healthcare, and sustainability. Potential for sponsorships from local and national brands.	Existing NBA team and a growing sports market. Television viewership would likely depend on the team’s performance and competition from other sports.
Salt Lake City	Existing corporate partnerships with the Utah Jazz. Potential for attracting sponsorships from technology, outdoor recreation, and tourism industries.	Growing media market with a history of supporting winter sports. Potential for strong local and regional viewership.

Challenges and Opportunities: Navigating the Expansion Landscape

NHL expansion presents both challenges and opportunities for potential cities. Here’s a closer look at some of the key factors that will influence the league’s decisions:

• Challenges:
  • Financial viability: The cost of an NHL expansion franchise is substantial. Cities need to demonstrate a strong ownership group with the financial resources. They must support a team and invest in the long-term success of the franchise.
  • Competition: The NHL is a highly competitive league. New teams need to be able to compete on the ice. They also have to compete in the marketplace. This requires a strong front office, a skilled coaching staff, and a talented roster of players.
  • Fan support: Building a strong and loyal fanbase takes time and effort. Cities need to demonstrate a passionate hockey community and a commitment to supporting a team through thick and thin.
  • Arena limitations: Some cities may have existing arenas that could potentially host an NHL team. However, these venues may require significant renovations or upgrades to meet league standards. This can add to the overall cost and complexity of expansion.
  • Market saturation: In some regions, the NHL may face challenges due to market saturation. Existing professional sports teams are already competing for fans. They also compete for corporate sponsorships.
• Opportunities:
  • Economic growth: An NHL team can bring significant economic benefits to a city. These benefits include job creation, increased tourism, and new development opportunities. The construction of a new arena or the renovation of an existing one can also generate economic activity.
  • Community pride: A professional sports team can be a source of community pride and identity. It brings people together. It fosters a sense of belonging.
  • Increased visibility: An NHL team can put a city on the map and attract national and international attention. This can boost tourism and attract new businesses to the area.
  • Growing the game: Expanding into new markets can help the NHL grow the game of hockey and reach new audiences. This can lead to increased youth hockey participation and a broader fan base.

Specific Challenges and Opportunities by City:

• Atlanta: The city needs to overcome the stigma of past failures and demonstrate a long-term commitment to supporting a team. However, Atlanta can tap into a growing youth hockey market. The city can build a strong fanbase from the ground up.  
• Houston: Houston needs to carefully consider the potential for competition from other sports in the city. The city should also demonstrate a sustained commitment to supporting an NHL team. However, the city has a large and diverse population, a strong economy, and a growing interest in hockey.  
• Kansas City: Kansas City needs to overcome its smaller market size and attract corporate sponsorships to ensure financial viability. However, the city has a ready-to-go hockey arena and a passionate sports fanbase.  
• New Orleans: New Orleans faces challenges due to its small market size and the presence of an NBA team. However, the city has a rich sports history and a passionate fanbase.  
• Quebec City: Quebec City needs to attract corporate sponsorships. It must demonstrate that its smaller market size can support an NHL team. However, the city has a deep-rooted hockey tradition, a passionate fanbase, and a modern NHL-ready arena.  
• Milwaukee: Milwaukee needs to address the potential limitations of its existing arena and compete with other sports in the city. However, the city has a strong hockey tradition, a passionate fanbase, and the potential for an instant rivalry with Chicago.  
• Portland: Portland needs to demonstrate that it can support an NHL team in a market with existing professional sports franchises. The city has a history of supporting hockey. The Moda Center could potentially serve as a venue for an NHL team.  
• Austin: Austin needs to overcome the lack of a strong hockey tradition. It must build a fanbase in a city known for its diverse sports and entertainment options. However, the city has a rapidly growing population, a strong economy, and a young and diverse demographic.  

Expanding Beyond North America: A Glimpse into the Future

The NHL’s immediate focus is on North American expansion. However, the league has also expressed interest in exploring opportunities in Europe. This could involve establishing new franchises in major European cities or potentially hosting NHL games overseas. Expanding into Europe would present unique challenges, such as travel logistics and cultural differences. However, it could also open up new markets. This expansion could increase the global reach of the NHL.  

Conclusion: A Balancing Act

The NHL’s expansion decisions are driven by various factors. These include financial viability, arena situations, and potential for fan support. They are also influenced by the league’s strategic goals. The cities discussed in this blog post all offer unique advantages. They also present challenges. The NHL will need to carefully weigh these factors before making any decisions.

The league’s strategic goals likely include expanding its reach into new markets. Another goal is increasing revenue through media rights and sponsorships. They also focus on maintaining competitive balance within the league. The NHL also needs to consider the potential impact of expansion on existing minor league teams. For example, the Hartford Wolf Pack may need to relocate to accommodate a new franchise.  

Ultimately, the NHL’s expansion decisions will shape the future of the league and the landscape of professional hockey. As the league continues to grow, it will be fascinating to see which cities emerge as the next hockey hotbeds. It will also be interesting to observe how these new franchises contribute to the ongoing story of the NHL. Could a return of the Nordiques be on the horizon? Or will a new rivalry in the South ignite the passion of a new generation of hockey fans? Only time will tell.

If the NHL were to expand, they will likely add four teams. This will make it an even amount of teams in each division. My predictions if that are the case are

Atlantic Division: Quebec City, Quebec

Metropolitan Division: Atlanta, Georgia

Central Division: Houston, Texas

Pacific Division: Wild Card entry that will be discussed in Tomorrow’s blog post. Stay Tuned.