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The NHL’s ‘Heated Rivalry’ Fever

Between the Winter Olympics and ‘Heated Rivalry,’ hockey is suddenly back in the zeitgeist. But with NHL rights locked up in the U.S. through 2028, the league is under pressure to capitalize on the excitement before a potential NFL rights shake-up consumes all the industry oxygen.

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Engagement on social media can also translate to more engaged live viewers—and increased chances that a fan will stick around season after season. After all, for those casually addicted to watching a star player’s highlights and daily routines, the experience of watching them speed around the ice (and occasionally drop gloves) becomes much more enjoyable. Photo: David Becker/NHLI/Getty Images
Julia Alexander
February 17, 2026
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After more than a decade, the NHL’s top players have returned to the Winter Olympics—and the timing couldn’t be better for commissioner Gary Bettman, whose league is generating some positive momentum as the sports rights marketplace becomes frothier and more competitive than ever. So far this season, NHL viewership is up around 40 percent year over year on ESPN and ABC. Meanwhile, the league is still riding high from its uber-successful 2025 4 Nations Face-Off tournament—a mini Olympics showcasing the league’s range of international talent that drew more than 16 million total viewers across North America for its final game. The sport is even enjoying a rare moment in the pop culture Klieg lights thanks to HBO Max’s Heated Rivalry.

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