The National Hockey League (NHL) is making history by bringing its preseason games to Australia for the first time ever. The Arizona Coyotes and the Los Angeles Kings will face off on Sept. 23 and 24 at Rod Laver Arena in Melbourne, in front of an expected crowd of more than 25,000 fans. The NHL to Australia initiative is part of the league’s efforts to nurture a surprisingly strong hockey fan base in the country and explore new growth opportunities in the Southern Hemisphere.
A Massive Undertaking
The NHL to Australia project is no small feat, as it involves transporting and assembling a hockey rink from scratch inside a venue that is normally used for tennis. Back in June, the league dispatched three 40-foot shipping containers from Philadelphia on a freighter. The cargo, which includes everything from the rink boards to the pucks and even the Zambonis, reached its destination in Melbourne at the end of July. The process of setting up the rink will begin on Thursday, similar to how the league prepares for outdoor games.
The NHL has partnered with TEG, a leading ticketing, live entertainment and data analytics company in Australia, to organize and promote the event. TEG CEO Geoff Jones said that he was thrilled to bring the NHL to Australia and showcase the sport to a new audience. He also praised the cooperation and support from the league, the teams, the players and the venue.
A Surprising Fan Base
The NHL has been monitoring the Australian market for years and has noticed a growing interest and passion for hockey among the fans. According to David Proper, the NHL’s senior executive vice president of media and international strategy, Australia has been over-indexing across most or all of the league’s metrics, such as viewership, app visits, merchandise sales and social media engagement.
The NHL has been streaming all regular-season and playoff games via ESPN Australia, as well as providing dedicated Australian feeds for Instagram (@nhlaus) and TikTok (@nhlaus). The league has also been featuring Australian players and personalities on its platforms, such as Nathan Walker, the first Australian to play in the NHL, and Jordan Spence, a prospect for the Los Angeles Kings who was born in Sydney.
The NHL hopes that by bringing live games to Australia, it can further cultivate its existing fan base and attract new fans who may not be familiar with the sport. Proper said that the league wants to give fans an authentic experience of what hockey is all about and inspire them to follow the game more closely.
A Promising Opportunity
The NHL to Australia venture is also part of the league’s broader strategy to expand its global presence and reach new markets. The NHL has been hosting regular-season games in Europe since 2007 and has plans to return to China in 2024 after a hiatus due to the pandemic. The league also sees potential in other regions, such as India, Brazil and Africa.
Proper said that the NHL is always looking for opportunities to grow the game and expose it to new audiences. He added that the league is not only interested in increasing its fan base, but also in developing players and coaches from diverse backgrounds and countries.
The NHL believes that hockey is a universal sport that can appeal to anyone, regardless of where they live or what language they speak. By bringing its games to Australia, the league hopes to demonstrate its commitment to growing the game globally and creating a more inclusive and diverse hockey community.
