The National Hockey League (NHL) is a professional North American ice hockey league that serves as the primary championship of the sport. It features 32 teams, 25 of which are from the US and 7 from Canada, giving fans across both these nations a competitive display of skill, determination, and triumph.
The league has a large, predominantly white fanbase. In fact, 72 percent of Caucasian individuals reported having attended or watched an NHL game as of January 2024. The second largest audience are the Hispanic people, standing at 16.6 percent.
There are over a staggering 65 million Hispanic people in the USA as of 2023, and to top that, this community is projected to grow to 66.6 million by the end of 2025. However, considering these numbers, 16.6 percent would amount to a very small part of the community.
In recent years, the league has realized the potential of targeting the rapidly growing Hispanic population for growing the team. This realization has prompted multiple efforts to capture and retain this large part of the American population, and this article will explore the two major actions the NHL has taken to do so.
With these efforts, the NHL could possibly experience a future with significant Hispanic fans across the globe, as well as an increased level of participation in the sport by Hispanic athletes. Without further ado, let’s dive into it!
- Offering Spanish Language Content
Back in 2019, the NHL launched its Spanish language website. Spanish audiences within and outside the US can stay ahead with access to a broad range of league-related news, videos, and calendars of upcoming events. Additionally, the website teaches hockey basics to newcomers, shares profiles of players and teams, and provides detailed news coverage by native Spanish-speaking hockey reporters.
Then, in 2021, the NHL partnered with the Walt Disney Company for a seven-year deal to bring the league’s matches back to ESPN, ending a 17-year pause. Hispanic viewers can get in on the action using their TVs or online. However, for the best online streaming experience, you will need a reliable and high-speed internet provider. If you’re currently searching, reaching out to the Optimum servicio al cliente en español for a reliable and high-speed internet plan might be worth your while. The network also secured international media rights in the Caribbean and Latin America. Viewers in these regions can enjoy the league’s content on either television or a vast range of digital and social media platforms.
Major teams of the league also played a huge role in trying to connect with Hispanic audiences. In 2019, the Vegas Golden Knights started an outreach effort titled the VGK program. This program aimed to engage with Hispanic communities by launching Spanish first social media pages with the handles @losvgk and @losgoldenknights on popular social media platforms X (formerly Twitter) and Instagram. It also entailed a Spanish radio broadcast covering major developments in the league.
- Establishing Community Engagement Through Events
The league has also made multiple real-world efforts to engage Hispanic audiences. These take the form of engaging events that celebrate, entertain, and train Hispanic audiences.
A prime example of this includes the league celebrating Hispanic Heritage Month. These celebrations entail a series of game nights, jersey giveaways, culturally themed events and activities, and paying tribute to the contributions of the Hispanic community to both the game and society as a whole.
This includes the Florida Panthers team organizing a ¡Vamos Gatos! Night since 2021, dedicated to celebrating the Hispanic community in Florida. They’ve also organized and hosted the LATAM Cup since 2018. This 3-day tournament has featured hockey talent from Latin America and the Caribbean. The team has also leveraged the power of entertainment to further engage with Hispanic audiences by inviting a broad range of Hispanic musicians to perform at their home venue, the Amerant Bank Arena. The arena is known for hosting the 2020 Latin Billboard Music Awards as well as the 2021 Latin American Music Awards.
Most teams also offer youth training programs to grow the participation of Hispanic youngsters in the sport. One of the most effective examples of these training programs includes the Learn to Play initiative taken by the Florida Panthers. Launched over a decade ago, this program has been reducing barriers of entry in ice hockey for Hispanic boys and girls while coaching them to improve their game. Plus, the program has seen a positive response by Hispanic individuals, with participation from the community growing by 15 percent between 2023 and 2024. Recently, the team has launched a similar program at various local parks and community centers. The program, titled Learn to Play Ball Hockey, caters to ages 5 to 14.
Ice Hockey – A Possible Future Hispanic Favorite
For as long as I can remember, I’ve seen mostly Caucasian audiences passionately follow the NHL. While they have helped the league grow greatly, the large Hispanic community in the US provides huge potential for further growth.
The NHL’s efforts to foster participation and engagement among Hispanic audiences have just begun. However, if they continue, they could help create a whole new generation of fans and athletes that will redefine the sport.
