The NHL made major news on Monday, announcing an expansion of its footprint. The league has been trying to grow the game in Europe for years, and with the stars of the game coming from the continent more and more, it makes sense. It also makes sense because the NHL is sending its players to the 2026 Winter Olympics in Milan, Italy.
In previous years, the NHL has sent actual NHL games to Europe. Just last season, the Devils played in the Global Series in Prague, Czechia. A few years prior to that, the Devils played in the Global Series in Bern, Switzerland. That was important since it brought Nico Hischier, the first Swiss player to be chosen first overall in the NHL Draft, back to his home country. The Devils also played in Sweden that year.
And in a week, the NHL is returning to Europe, playing the 2025 Global Series in Stockholm, Sweden. The Pittsburgh Penguins and Nashville Predators face off for a two-game series starting on November 14th.
While the Olympics themselves should help grow the game, the league is taking it one step further. They announced the opening of their offices in Zurich, Switzerland.
"Establishing our corporate presence in Europe marks a critical step forward, allowing us to deepen our connection with international fans and partners alike. By investing in a new office, we’re positioning ourselves to further, and better, grow the game of hockey outside of North America."Bill Daly, NHL Deputy Commissioner
While Europe is a critical step for the NHL, having a clear presence is Switzerland is purposeful. Geographically, Switzerland is right in the middle of the continent. The country borders Italy, Germany, France, and Austria. It's one of the closest major cities to Milan, once again making the Olympics a priority.
It's also the biggest city in Hischier's home county. The New Jersey Devils captain has no doubt built new fans for the Devils in Switzerland, but the NHL building a contingency there will only help the Devils build their fanbase overseas.
It also helps that the Devils have Jonas Siegenthaler and Timo Meier on the roster, both impactful Swiss players. All three players will represent Switzerland at the Olympics next year.
We're still learning about the impacts of the NHL's newest corporate office, but we expect it to include Hischier acting as an NHL spokesperson more often. He should be representing the league in the offseason, especially since he spends his offseasons in Switzerland, already.