NHL seeks up to 100% increase in TV rights fees from ESPN, TNT and potential new partners
The NHL is pursuing a 50% to 100% increase in television rights fees as it prepares to negotiate new deals with ESPN and TNT.
The National Hockey League is pursuing a 50% to 100% increase in television rights fees as it prepares to negotiate new deals with ESPN and TNT. According to CNBC, the league's exclusive negotiating window with both companies opens early next year, though there is no guarantee of the requested increase.
League Citing Recent Success
The NHL will likely point to the NFL and NBA, both of which secured substantial increases in their latest media rights deals. The league has also seen viewership growth across ESPN and TNT, strengthening its case for a raise. This comes after the NHL Stanley Cup Playoffs viewership surged following Team USA's Olympic gold medal victory.
NHLPA executive director Marty Walsh and NHL Commissioner Gary Bettman recently announced a new format for the league's 2027 All-Star Weekend, though it's unclear if this will impact negotiations.
Potential Roadblocks
One potential obstacle is TNT's new ownership under Skydance, whose executives recently vowed to remain "disciplined" when bidding on sports rights. With the NFL positioned to demand a substantial increase from CBS, another Skydance property, hockey could face a budget squeeze.
mutual interest
Exploring New Partners
The NHL could add a third partner to maximize revenue. Industry insiders suggest Netflix might bid on marquee events such as the 4 Nations Face-Off and Winter Classic, which would fit Netflix's strategy of acquiring major sports events rather than a weekly slate of games. The streaming service added MLB's Opening Night, the Home Run Derby and the Field of Dreams game in 2026, along with expanding its NFL schedule.
If the NHL pursues a streaming partner for a weekly package, Amazon Prime Video would be the most likely suitor. The league's position in the American sports hierarchy is complicated, as it lacks the national cachet of the NFL, NBA and MLB, with regular-season audiences often trailing prominent UFC, golf, tennis and boxing events.
Despite these challenges, the NHL offers media companies roughly nine months of live programming from late September through the Stanley Cup Final in June. Some argue there is untapped potential if the league and its partners better promote individual stars. The NHL is expected to secure a significant increase in rights fees, even if it falls short of the 50% to 100% raise it seeks.
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