GRAMMY-winning artist Jelly Roll will provide the official theme song for the 2026 Stanley Cup Playoffs [1].
The partnership marks a strategic intersection between professional sports and mainstream music, aiming to energize fans and players during the high-stakes postseason. By leveraging a high-profile artist, the league seeks to expand its cultural reach beyond traditional hockey demographics.
The song, titled “Rise Up,” will be integrated across multiple platforms to maximize visibility [1]. The track will appear during official game broadcasts and through in-arena experiences at venues across North America [1]. Additionally, the song will be featured on the NHL's digital and social-media channels [2].
This collaboration is facilitated through a partnership with Amazon Music [2]. The streaming service will serve as a primary vehicle for the song's distribution, linking the athletic competition with a global music platform. This multi-channel approach ensures that the theme is present both for the live audience in the stands, and for viewers watching at home [2].
The NHL has not detailed specific performance appearances for the artist, but the song is designed to serve as the sonic identity for the 2026 [1] tournament. The integration focuses on creating a consistent atmosphere of intensity and motivation as teams compete for the championship trophy.
By selecting a song that emphasizes resilience and ascent, the league aligns its branding with the physical and mental endurance required for the playoffs [2]. The use of a single theme song helps unify the broadcast experience across different markets, and time zones.
“Jelly Roll’s song “Rise Up” will be the official theme song for the 2026 Stanley Cup Playoffs”
The NHL's collaboration with Jelly Roll and Amazon Music reflects a broader trend of professional sports leagues integrating celebrity influencers to drive digital engagement. By partnering with a GRAMMY winner and a major streaming platform, the NHL is attempting to modernize its brand identity and capture a wider audience of music listeners who may not be traditional hockey fans.
