Canada’s NHL Media Rights Deal: The Biggest Sports Media Shake-Up of the Decade
When it comes to sports media rights, the U.S. has long been the center of attention. But this time, the spotlight is shifting north of the border. The NHL’s Canadian media rights deal, one of the most significant agreements in sports broadcasting, is up for renegotiation after next season. And the stakes? They couldn’t be higher.
Back in 2013, Canadian telecommunications giant Rogers Communications inked a groundbreaking 12-year, $5.2 billion deal for exclusive NHL TV rights in Canada. Fast forward to today, and the NHL is reportedly looking to double that figure in its next deal, according to sources familiar with the matter. That would put the new agreement in the same ballpark as recent U.S. media deals for the NBA and NFL. Talk about a power play!
Rogers’ Exclusive Window Opens in 2025
The clock is ticking. Rogers’ exclusive negotiating window kicks off on January 1, 2025, and lasts for 60 days, as confirmed by NHL Commissioner Gary Bettman during an appearance on CNBC’s “Squawk Box”. Rogers has already made its intentions clear: they’re ready to bid again. “We plan to be at the table,” a Rogers spokesperson confirmed via email.
But the media landscape has changed dramatically since 2013. Streaming has taken over as the go-to platform for millions of Canadians, and the NHL is expected to follow the NBA’s lead by seeking both a traditional TV partner and a streaming partner in its next deal. This hybrid approach could open the door for new players to enter the game.
“We’re the NFL of Canada”
When it comes to Canadian sports, the NHL reigns supreme. Bettman didn’t mince words when describing the league’s dominance: “If you’re thinking about our television role and presence in Canada, think—we’re the NFL equivalent in Canada. We have 41 of the top 50 programs throughout the year. During our playoffs, we’re the No. 1 program every night.”
With numbers like that, it’s no wonder the NHL is confident about its bargaining position. Bettman also hinted at a shift away from exclusivity, saying, “There seems to be less of a need for exclusivity. Everybody wants a piece. But, again, we’re open-minded. Rogers has been a great partner, and we’re going to wait and see what they say.”
Amazon: The X-Factor?
One of the most intriguing possibilities is a partnership between Rogers and Amazon. Earlier this year, Rogers sublicensed its Monday night games to Amazon Prime Video in a two-year deal, giving the streaming giant exclusive rights to weekly hockey games. Amazon’s first game aired on October 14, and the company will broadcast 26 exclusive games this season and another 26 next season.
Amazon has reportedly been thrilled with the early success of its “Monday Night Hockey” broadcasts. The company sees live sports as a key driver for its Prime subscription service, which is notably cheaper in Canada than in the U.S. (just $9.99 CAD per month, or about $7.14 USD).
But Amazon isn’t just about live games. The company has also launched a behind-the-scenes hockey series called “Faceoff: Inside the NHL”, which debuted globally on October 4. Produced by the same team behind Netflix’s “Drive to Survive”, the six-part series has been a hit with fans. Could this be a sign of things to come?
What’s Next?
As the NHL prepares for its next big media rights deal, here are some key takeaways:
- Rogers’ exclusive window: Opens January 1, 2025, and lasts 60 days.
- Potential partners: Amazon is a strong contender, but other streamers could join the race.
- Changing landscape: Expect a mix of traditional TV and streaming in the new deal.
Whether Rogers teams up with Amazon or another player enters the fray, one thing is clear: the NHL’s next Canadian media rights deal will be a game-changer. And with the league’s dominance in Canada, the stakes couldn’t be higher.
Oh, and if you’re a hockey fan, don’t miss Wayne Gretzky live on CNBC’s “Squawk Box” at 8:15 a.m. ET today. The Great One always has something interesting to say!
Originally Written by: Alex Sherman
