European NHL expansion markets mapped out, but obstacles loom

A detailed look at the NHL’s future growth paints Europe as the league’s most intriguing long-term expansion frontier, well beyond the usual North American candidates. Stockholm, Helsinki, Prague, Berlin and key Swiss markets emerge as leading options for a potential third conference overseas, provided the league can solve issues around arenas, scheduling and its relationship with existing European circuits.

European cities that fit the NHL profile

The Scandinavian capitals sit at the heart of the concept. Stockholm and Helsinki are portrayed as true hockey hotbeds, with deep‑rooted pro clubs and decades of exposure to NHL tours and special events. Sweden and Finland consistently produce elite talent and already fill their buildings for top‑tier domestic games, suggesting a solid base for NHL attendance.

Infrastructure is a key differentiator among potential markets. Prague’s O2 Arena is highlighted as one of the most NHL‑ready rinks in Europe, with a capacity in the high‑17,000 range and a track record of hosting World Championships as well as league games. Berlin’s top club plays in an arena of about 14,000 seats that has already staged NHL Premiere contests.

In Switzerland, Zurich is a natural focal point, but Berne may be an even stronger case when building size and fan base are considered. The local club has averaged crowds above 15,000 for a dozen straight seasons, with several years over 16,000, outdrawing multiple NHL franchises. By comparison, the league‑wide average in 2018‑19 was about 17,447 fans per game.

Travel, schedule and playoff format questions

Any move across the Atlantic would force a rethink of the calendar. The scenario outlined in the analysis adds a European conference alongside the current Eastern and Western groups. With four European clubs, each would face its continental rivals more often while still playing a home‑and‑home set against every North American team to maintain an 82‑game schedule.

Long flights are not entirely new territory for the league. The study notes that travelling from New York to Los Angeles takes roughly six hours, compared with about eight hours from New York to Helsinki. The suggested framework would limit each club to one extended intercontinental trip per season, whether it is a European team heading to North America or vice versa.

For the playoffs, the proposed model keeps the existing four divisions and adds a European division. The top three teams from each division would qualify automatically, with a single wild‑card berth reserved for the best remaining club across all five divisions.

Backers, opponents and a distant timeline

On the political side, signals are mixed. Deputy commissioner Bill Daly has said that full‑time franchises in Europe could be inevitable if the sport keeps expanding globally. NHLPA executive director Donald Fehr has gone further, calling the idea of a truly transoceanic league "an extraordinary achievement", while stressing that players have not taken a formal position and that capital, buildings and schedule details must be settled first.

The league points to the success of regular‑season games staged abroad and to rising European television audiences. By April 2019, 29 regular‑season games had been played outside North America, drawing an average of 13,339 fans per contest. Domestic leagues in Sweden, Finland, Germany and Switzerland already show that large, engaged fan bases exist, with several clubs regularly matching or exceeding weaker NHL markets at the gate.

European stakeholders are far less enthusiastic. IIHF president René Fasel has vowed to defend local clubs, arguing that NHL teams would be intruding on the continent’s established ecosystem. The KHL and national leagues in each country would also face direct competition for both fans and players.

Beyond the primary group of targets, markets such as Moscow – before Russia’s invasion of Ukraine – and London are discussed as logical next steps, with cities like Vienna, Oslo, Riga, Minsk and Bratislava potential second‑wave candidates. The timeline, however, is described as remote: a permanent NHL presence in Europe is viewed as unlikely for at least another decade. In the meantime, the league’s focus remains on Global Series games, major events and broadcast deals to gradually build its brand across the Atlantic.