NHL Texas Expansion Raises Bigger Questions

Originally written for Tampa Bay Sports Journal :

The NHL Texas expansion race is officially underway. The League will spend the next six months evaluating Houston and Austin as possible homes for its 33rd franchise.

The NHL continues to bet on the United States to drive its future growth.

Following the Board of Governors meeting, Commissioner Gary Bettman announced a six-month evaluation process with the Friedkin family. The League will study whether Houston or Austin is the better home for the NHL’s 33rd franchise.

The Friedkin family, led by businessman Dan Friedkin, owns The Friedkin Group. It also owns Italian soccer club AS Roma and English Premier League club Everton. If the project moves forward, the family could invest about $3.5 billion. That figure includes the NHL expansion fee and the construction of a new arena.

Over the next six months, the NHL and the Friedkin family will evaluate both cities. They will decide which market offers the strongest long-term opportunity.

Texas Takes Center Stage

Atlanta and Arizona remain expansion candidates. However, Texas has moved to the front of the line.

If approved, the new club would become the NHL’s second team in Texas. It would join the Dallas Stars and strengthen the League’s presence in one of the nation’s fastest-growing states.

The NHL currently has 25 teams in the United States and seven in Canada. Another American franchise would continue the League’s long-term strategy. The National Hockey League has consistently targeted large markets with growing populations, strong corporate support, and major media opportunities.

Canadian fans continue to hope for the return of the Quebec Nordiques. This latest announcement makes that goal seem even more distant. Once again, the NHL is looking south instead of north.

NHL Texas Expansion Signals the League’s Priorities

The NHL has made its priorities clear. It wants to grow the game across the United States. However, another part of the League’s business has not kept the same pace.

I recently visited the NHL’s flagship store in New York City. The experience left me disappointed.

The new store sits in Manhattan, inside the same building as the NHL’s headquarters. It should showcase the very best of the League. Instead, it feels ordinary.

The biggest issue is the merchandise. Many products don’t match the quality and variety offered by individual NHL team stores. Yet the prices remain premium.

The selection also feels limited. The presentation lacks energy. For the League’s flagship retail location, I expected much more.

Before I walked in, I thought I would max out my credit card. Instead, I left without buying a single item.

Ironically, some NHL clubs deliver a much better shopping experience than the League itself. The Florida Panthers and Tampa Bay Lightning have set the standard. Their stores offer better-quality merchandise, a wider selection, and a more engaging atmosphere. The MLB, NBA, and MLS stores are great examples of that.

The history display is the store’s biggest strength. It gives fans a chance to see artifacts that celebrate the NHL’s and women’s hockey past. Still, it’s very limited.

NHL Flagship store in New York City. Photo by Daria Mironova

Growth Means More Than New Teams

The NHL has every reason to explore new markets. Texas offers significant business opportunities and a growing hockey audience.

But potential NHL Texas expansion alone won’t define the League’s future.

The NHL also needs to invest in the experiences it already controls. A flagship store in New York should inspire hockey fans from around the world. Right now, many team stores do a better job of representing the League than the League’s own store.

Growing the game means more than adding another team. It also means creating experiences that make fans proud to support the NHL.