The NHL, fresh off the wild success of its ventures in Las Vegas and Seattle, is hungry for more. And I’m not just talking about another round of expansion—I’m talking about a specific, calculated push to 34 teams that could see two new cities join the league by 2030. Forget the romantic notion of a Quebec Nordiques return for a moment. While fans dream of reviving that classic rivalry, NHL Commissioner Gary Bettman has his eyes fixed on a different prize: solidifying the league’s footprint in the United States.
Based on recent chatter from seasoned insiders like Sportsnet’s John Shannon, the roadmap is already being drawn. This isn’t just wishful thinking; it’s a strategic move that could reshape the league’s landscape. The question is no longer if the NHL will expand, but where and when. And the two frontrunners might surprise you.
The Sun Belt Strategy: A Two-City Play
The league’s obsession with the southern U.S. market is no secret. The success of teams like the Tampa Bay Lightning, Florida Panthers, and even the early dominance of the Vegas Golden Knights has proven that hockey can thrive in warmer climates. That’s why it should come as no shock that Atlanta and either Houston or Phoenix are the names consistently bubbling to the surface.
Shannon’s report of a potential Atlanta team by 2028, followed by another in 2030, aligns perfectly with the league’s long-term vision. Atlanta, despite two previous failed attempts with the Flames and Thrashers, remains an enticing market due to its corporate strength and massive population. The league believes that this time, with the right ownership group and a solid arena plan, the third time could be the charm.
Houston vs. Phoenix: The Billion-Dollar Question
The real drama lies in that second expansion slot. Houston has long been a rumored destination, a sprawling, untapped market with a built-in rivalry with the Dallas Stars. The city’s robust economy and large population make it a no-brainer from a business perspective. However, the Phoenix situation is far more complex. The Arizona Coyotes‘ ongoing arena saga has been a black eye for the league, but Bettman seems determined to make it work. If a new arena is secured, the NHL would almost certainly reward that commitment by keeping a team in the desert.
What will it cost for these new owners to get a seat at the table? The Seattle Kraken paid a hefty $650 million entry fee. With the league’s revenue soaring, it’s not out of the realm of possibility that the next expansion fee could approach a staggering $2 billion. That’s a massive investment, but for the chance to join the most exclusive club in professional hockey, it’s a price someone will be willing to pay.
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