American rapper Jelly Roll has recorded "Rise Up," the official theme song for the 2026 Stanley Cup Playoffs [1].

The partnership represents a strategic alignment between the NHL and Amazon Music to modernize the league's sonic branding. By selecting a gritty anthem, the NHL aims to capture the physical intensity and emotional stakes inherent in the postseason race for the championship.

"Rise Up" will be integrated across all official NHL game broadcasts and digital channels throughout the 2026 [1] playoffs. The track is designed to serve as a recurring motivational backdrop for highlight reels, promotional content, and live game introductions [2].

This collaboration is part of a broader effort by the NHL to reach new audiences through high-profile musical partnerships. The league sought a sound that mirrors the resilience and toughness of professional hockey players, a quality the NHL associates with Jelly Roll's artistic style [3].

Amazon Music played a central role in the production and distribution of the theme song. The streaming giant's involvement ensures the track reaches a global audience through curated playlists and digital marketing campaigns tied to the 2026 [1] tournament.

The NHL has not yet released the full track list for other promotional materials, but "Rise Up" will remain the primary anthem for the duration of the playoffs [2]. The league intends for the song to build momentum as teams advance toward the final series.

“"Rise Up" is the official theme song for the 2026 Stanley Cup Playoffs.”

The NHL's decision to partner with Jelly Roll and Amazon Music signals a shift toward a more contemporary, cross-genre appeal to attract younger demographics. By moving away from traditional sports orchestral scores in favor of a modern rap-influenced anthem, the league is attempting to align its brand with current cultural trends and the high-energy aesthetic of digital streaming platforms.