Singer-songwriter Jelly Roll has recorded "Rise Up," an Amazon Music Original song serving as the official anthem for the 2026 Stanley Cup Playoffs [1].

The collaboration marks a strategic effort by the National Hockey League (NHL) to blend gritty musical tones with the high-intensity atmosphere of professional hockey. By integrating the track into game broadcasts and arena venues, the league aims to heighten the emotional stakes of the postseason for a global audience.

The partnership was first announced on May 21, 2024 [1]. "Rise Up" will be featured across NHL digital and social-media channels worldwide, as well as through in-arena integrations [1, 3]. The song is designed to capture the physical and mental intensity required of athletes competing for the championship trophy [1, 2].

An NHL spokesperson said, "Rise Up is the official anthem for the 2026 Stanley Cup Playoffs" [3]. The promotional campaign for the track includes imagery of NHL players, including Jack Eichel, Seth Jarvis, and Matt Duchene.

Jelly Roll said, "This is their song" [2]. The artist's involvement is intended to set a specific tone for the playoffs that aligns with the league's brand of resilience and toughness.

According to reports, Jelly Roll does not just make music but sets a tone that is exactly right for the playoffs [1]. The song serves as a cornerstone of a broader partnership between the NHL and Amazon Music, utilizing the platform to distribute the anthem to fans across different regions [1, 3].

“"Rise Up is the official anthem for the 2026 Stanley Cup Playoffs,"”

This partnership reflects a growing trend of professional sports leagues leveraging cross-platform music collaborations to reach diverse demographics. By pairing the NHL with a contemporary artist like Jelly Roll and a digital giant like Amazon Music, the league is attempting to modernize its brand image and increase engagement among younger, music-driven audiences during its most critical annual event.