NHL Commissioner Gary Bettman said the television series "Heated Rivalry" and "Off Campus" helped grow the league's viewership [1].

This development highlights a shift in how professional sports leagues leverage long-form storytelling to acquire new audiences. By focusing on narrative-driven content rather than just live game broadcasts, the NHL aims to build emotional connections with viewers who may not have previously followed the sport.

Bettman said these factors during an interview on CNBC's "Squawk Box" program this Wednesday [1]. He said that the two series have been instrumental in drawing new hockey fans into the fold [1, 2]. The strategy involves using documentary-style programming to provide context and history, which serves as an entry point for casual viewers.

While the league has traditionally relied on regional sports networks and national broadcasts, the success of these series suggests a growing appetite for behind-the-scenes access. This trend follows a broader pattern across professional sports where athletes' personal stories drive engagement across digital and linear platforms.

Bettman said the growth in viewership is a result of these efforts to broaden the game's appeal [1]. The league continues to evaluate how storytelling can be integrated into its broader marketing strategy to ensure sustainable growth in a competitive media landscape.

“"Heated Rivalry" and "Off Campus" helped grow the league's viewership”

The NHL is pivoting toward a 'content-first' growth strategy, recognizing that storytelling can lower the barrier to entry for new fans. By utilizing series like 'Heated Rivalry,' the league is attempting to replicate the success of other sports documentaries that have turned niche athletes into household names, thereby increasing the commercial value of its broadcasting rights.