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The NHL is seeking 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. The report says there is "mutual interest" in renewing the partnerships.
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The league will likely point to the NFL and NBA, both of which secured substantial increases in their latest media rights deals.
The NHL has also seen viewership growth across ESPN and TNT, strengthening its case for a raise.
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NHLPA executive director Marty Walsh(left) and NHL Commissioner Gary Bettman announced a new format for the league's 2027 All-Star Weekend. (Photo by Brian Babineau/NHLI via Getty Images)
One potential roadblock 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.
The NHL could also add a third partner to maximize revenue. One idea floated by industry insiders is Netflix bidding on marquee events such as the 4 Nations Face-Off and Winter Classic.
That would fit Netflix’s strategy of acquiring major sports events rather than a weekly slate of games. In 2026, Netflix added MLB’s Opening Night, the Home Run Derby and the Field of Dreams game. It also expanded its NFL schedule with an opening-week game and a Thanksgiving Eve matchup.
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Team USA forward Auston Matthews (34) and former hockey player Mike Eruzione and former hockey player Wayne Gretzky and Team Canada forward Sidney Crosby (87) during the 4 Nations Face-Off ice hockey championship game at TD Garden on Feb. 20, 2025. (Brian Fluharty/Imagn Images)
If the NHL pursues a streaming partner for a weekly package, Amazon Prime Video would be the most likely suitor.
The NHL’s place in the American sports hierarchy is complicated. The league lacks the national cachet of the NFL, NBA and MLB. Its regular-season audiences often trail those for prominent UFC, golf, tennis and boxing events.
Still, the NHL offers something media companies value: roughly nine months of live programming, from its late-September start through the Stanley Cup Final in June.
Others would argue there is untapped potential if the league and its media partners do a better job of turning individual stars into household names.
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Altogether, we expect the NHL to secure a significant increase in rights fees, even if it falls short of the 50% to 100% raise it seeks.
