NHL Doubles Down on Europe with Expanded Primetime Slate

The National Hockey League is expanding its European broadcast strategy with a 43-game primetime schedule for the 2025-26 season, a move designed to capture a growing international audience, as reported by Advanced Television. The weekend games, branded "NHL Saturday" and "NHL Sunday," will air in over 30 countries and territories.

• Scoring big with viewers: The league's confidence is backed by a 184% jump in average viewership for these primetime games last season compared to its other live telecasts in the region. To support the broadcasts, the NHL uses Digitally Enhanced Dasherboards for geo-targeted ads and publishes digital content in eight languages to create a more localized experience.

• Stacking the deck: The schedule is packed with the league’s biggest stars, including Alex Ovechkin, Sidney Crosby, and Connor Bedard. Key matchups include clashes between Original Six rivals like the Chicago Blackhawks and Detroit Red Wings, and climactic showdowns between the Pittsburgh Penguins and Washington Capitals.

• An Olympic-sized opportunity: The international push represents the NHL's next phase of expansion beyond the saturated North American market. The timing is also notable, as the season leads into the 2026 Winter Olympics, where NHL players are scheduled to return, creating a powerful one-two punch of league and international hockey for fans.

As the NHL pushes to own the TV screen with live sports, other entertainment giants are finding new ways to capture audience attention. Netflix is rolling out a new slate of party games for the living room, turning its streaming interface into a shared entertainment hub. The initiative leans heavily on the devices we already own, using smartphones as controllers for an interactive experience.