US and Canadian elite ice hockey’s National Hockey League (NHL) has, alongside its NHLPA labor union, agreed a new international content partnership with Italian soccer’s top-flight Serie A competition.
The deal has been agreed in advance of the upcoming 2026 Winter Olympic Games, which will take place in Italy across Milan and Cortina d’Ampezzo, where NHL players will be allowed to compete.
Through the partnership, the two competitions will collaborate on co-branded social media and digital content to grow their presence in their respective markets.
This will begin with the upcoming NHL/NHLPA European Player Media Tour, an annual promotional drive to grow the league’s presence in Europe, which will be held in Milan on August 22, a day prior to the kick-off of the 2025-26 Serie A campaign.
In particular, a number of the NHL’s most prominent European stars feature in promotional material.
Speaking on the partnership, NHL Business president Keith Wachtel commented: “As a global sport with players from 21 countries, the NHL is thrilled to collaborate with Lega Serie A to create unique content that celebrates the intersection of hockey and soccer.
“With the Winter Olympics on the horizon, Milan will serve as a focal point for sports fans around the world, so we are delighted to take the opportunity to promote our top hockey players in the environments of the biggest sport in Italy.”
Only a handful of Italians have played in the NHL, although many more US or Canadian-born players with Italian heritage have participated in the league, including, among others, 2023 Stanley Cup champion Michael Amadio.
Conversely, the US is a target market for Serie A, which is broadcast by major network CBS in the country (with additional coverage in Spanish provided by DAZN).
Serie A USA managing director Andy Mitchell added: “In North America, both soccer and hockey have incredibly dedicated, passionate fan bases. This collaboration with the NHL and the NHLPA allows us to engage with a global audience in new and exciting ways while celebrating the anticipation surrounding the Milan-Cortina 2026 Winter Olympics.”
Back in February, the NHL and NHLPA agreed a deal with the International Olympic Committee and the International Ice Hockey Federation that will allow NHL players to compete at both the 2026 and 2030 games
With the 2030 winter games set to take place in France across the French Alps region, this partnership could perhaps pre-empt a future accord with French soccer’s top-flight Ligue 1.
