NHL experiencing sustained growth with female, younger fans (2024)

One of the biggest stories in the NHL this season has been the increase in viewers in the league’s first year of its television contracts with ESPN and TNT. The league is also seeing unparalleled growth in female and younger fans that should have a big impact for years to come.

According to NHL research, 37% of hockey fans are female, including an eye-popping 26% growth in that demographic since 2016. Most of those new fans are likely within the coveted 18-49 age demographic, too, since nearly 40% of all NHL fans are under 50.

Kali Mick — an Avalanche fan who lives in Colorado and is part of the league’s Power Players youth advisory board — said the recent growth comes as the league has showcased more of the human side of the game.

“We’re seeing more player interviews, family moments and those heartfelt things that happen off the ice, as well as this mix of the great highlights that we’re also seeing.,” she said. “That’s been really great to help get more people in the game because people who don’t know the sport will connect more with the human moments. And then the highlights will keep their attention.”

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The increase among female viewers was higher during Wednesday night games on TNT. During the regular season, there was a 44% jump in female viewers compared to previous years, when the games were aired on NBCSN.

“Not only do we want to give our avid fans the content that they love, but how can we share it with casual and new fans and make sure that they feel welcome,” said Heidi Browning, the NHL’s senior executive vice president and top marketing officer.

The effort to grow connections has include social media. The league formed a content partnership with TikTok while the agreement with Turner led to Bleacher Report expanding its coverage and the B/R Open Ice vertical. Bleacher Report’s hockey site posted its most viewed month (35.8 million page views) in May and saw engagement triple compared to last year.

Browning is also pleased with the NHL’s share of young fans. League research found that 80% of the users on its digital channels are Gen Z and millennial. The Power Players board, created in 2019, seeks the opinions of fans and social influencers ages 13-17.

Aidan Gunn, who is also part of the board, pointed to the changes in marketing for the growth.

“They’ve taken a less professional approach to their marketing. And I mean that in the best way possible. It’s so much more personal,” he said. “I truly believe that social media is basically an elevator pitch, you have two seconds to capture somebody’s attention. And I think (in) the NHL that’s entirely reflected in their marketing strategy recently. They’ve done so much better with sprucing up all of their content.”

Mick said of the things she has noticed from the board’s recommendations is more activity on TikTok showing things like the players walking into the arena, in the same way the pregame fashion choices have increased traffic on NBA and NFL sites.

The growth in younger fans should also lead to increased revenue in future seasons. Commissioner Gary Bettman said revenue should be in excess of $5.2 billion for this year. While the off-ice stories have helped, Bettman continues to stress it is also about the product on the ice.

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“The growth and interest starts with the game,” said Bettman before the start of the Stanley Cup Final.

The NHL’s efforts got a bonus Friday night as the final was pushed to Game 6 on Sunday night, where Tampa Bay will host Colorado and try to force a deciding Game 7 in its three-peat championship bid.

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AP Hockey Writer Stephen Whyno contributed to this story.

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More AP NHL: https://apnews.com/hub/nhl and https://twitter.com/AP_Sports

NHL experiencing sustained growth with female, younger fans (2024)

FAQs

What percent of NHL fans are male? ›

Level of interest in NHL in the United States as of December 2021, by gender
CharacteristicAvid fanNot a fan
Male17%49%
Female6%71%
Dec 5, 2022

What age group watches the most hockey? ›

Most of those new fans are likely within the coveted 18-49 age demographic, too, since nearly 40% of all NHL fans are under 50.

Has a girl ever played in the NHL? ›

Manon Rheaume: First woman to play in NHL

Just to showcase women's hockey was a big moment.

What are the demographics of NHL hockey? ›

But there are still large demographic inequities in the NHL. According to the report, 83.6% of employees across the NHL and its teams are white, 4.17% Asian, 3.74% Black, 3.71% Hispanic/Latino and 0.5% Indigenous, while 2.48% of employees opted not to answer.

What percentage of NHL viewers are female? ›

According to NHL research, 37 percent of hockey fans are female.

What is the demographic of NHL viewers? ›

According to NHL research, 37% of hockey fans are female, including an eye-popping 26% growth in that demographic since 2016. Most of those new fans are likely within the coveted 18-49 age demographic, too, since nearly 40% of all NHL fans are under 50.

What sports fan base is the youngest? ›

The NBA has the youngest audience, with 45 percent of its viewers under 35. It also has the highest share of black viewers, at 45 percent—three times higher than the NFL or NCAA basketball.

What age group is squirt in hockey? ›

Registered teams play in the classifications of 8-and-Under (mite), 10-and-Under (squirt), 12-and-Under (peewee), 14-and-Under (bantam), 16-and-Under (midget) and 18-and-Under (midget), and USA Hockey's Youth Council wants to emphasize these benefits.

What is the average age of a hockey fan? ›

Table: Where are the kids?
SportAvg. age in 2000Avg. age in 2016
College basketball4452
NFL4450
Boxing4549
NHL3349
13 more rows
Jun 30, 2017

Can a girl play on a guys hockey team? ›

Playing with boys helps, but it is a personal decision

In conclusion, playing on a boy's team during key developmental minor hockey years appears to provide all the right ingredients for girls to reach their full potential as a hockey player.

Has a woman ever played in the NFL? ›

Follow us as we dive into the story of this real life superhero and her journey to become the first ever female NFL player. Originally born in Chandler Arizona , Becca Longo had always been athletic by nature from birth, mastering the skills of skis before the age of four and soccer at the age of nine.

Why can't girls play in the NHL? ›

No. Women are increasingly involved in management and coaching at the highest level, but no woman will ever play in the NHL. The best female players in the world are at a level similar to that of 16 year old male AAA players. They just aren't nearly as strong or large physically as men and can't keep up.

Is ice hockey a male dominated sport? ›

Ice hockey has traditionally been a male-dominated culture that has both promoted and legitimised masculine dominance and gender inequality.

What NHL team has the most passionate fans? ›

The Chicago Blackhawks – as one of the Original Six NHL teams and having won six Stanley Cup titles since their founding in 1926 – considerably outpace every other team in the NHL, according to our fan loyalty ranking.

Why is NHL viewership down? ›

The main reason for such a big drop is that both cable nets have doubled the number of games that they have carried compared to last season, from 27 to 54. Bigger schedules of games typically hurt average viewership.

Who is the only woman to ever play in an NHL game and who did she play for? ›

Tampa Bay Lightning goaltender Manon Rheaume uses her glove to make a save during her professional debut against the St. Louis Blues on Sept. 23, 1992, in Tampa, Fla. Rheaume was the first woman to play in one of four major pro sports leagues.

Does NHL have female refs? ›

Katie Guay (born 1982) is an American ice hockey official, currently serving as a referee in the National Hockey League (NHL) and American Hockey League (AHL).

Is NHL on the decline? ›

The National Hockey League (NHL) has seen a decline in viewership in recent years. One reason for the decline in viewership may be the lack of a national broadcast deal in the United States.

Is hockey growing or declining? ›

According to USA Hockey, there were around 548,000 registered hockey players in 2021-22, a jump of approximately 95,000 from the previous year.

What is the black to white ratio in the NHL? ›

Hockey Player Statistics By Race

The most common ethnicity among hockey players is White, which makes up 72.8% of all hockey players. Comparatively, there are 8.9% of the Black or African American ethnicity and 7.5% of the Hispanic or Latino ethnicity.

Which national sport has the most female viewers? ›

The only top ten female viewed sport that actually has an overwhelmingly female audience is figure skating: about 70% of the 3.9 million viewers drawn to the U.S. Figure Skating Championships in January.

Which sport has the richest fan base? ›

Top-10 List of the World's Most Popular Sports
rankSportEstimated Fans
1.Soccer / Association Football3.5 Billion
2.Cricket2.5 Billion
3.Field Hockey2 Billion
4.Tennis1 Billion
6 more rows

What is the fastest growing youth sport? ›

In February 2022, pickleball was named the country's fastest-growing sport for the second year in a row by the Sports and Fitness Industry Association. Pickleball has 4.8 million players nationwide, an increase of nearly 40% over two years ago.

What is a bunny in hockey? ›

puck bunny (plural puck bunnies) (slang, ice hockey) A female ice hockey fan, often one whose interest in the sport is primarily motivated by attraction to the players rather than enjoyment of the game itself. Puck bunnies exhibit similar traits to those of groupies toward musicians.

What do you call a girl who likes hockey players? ›

A puck bunny is a term used to describe a female ice hockey fan whose interest in the sport is purported to be primarily motivated by sexual attraction to the players rather than enjoyment of the game itself.

What is Flamingo in hockey? ›

Flamingo: when a player lifts one leg, standing like a flamingo, to get out of the way of a shot.

What age do NHL players peak? ›

Rob Vollman summarizes this quite well in his book Stat Shot: The Ultimate Guide to Hockey Analytics: “Most players hit their peak age by age 24 or 25 then decline gradually until age 30, at which point their performance can begin to tumble more noticeably with the risk of absolute collapse by age 34 or 35.”

What percent of NHL fans are white? ›

White fans make up around 77 percent of the NHL fan base.

Who has the best fanbase in hockey? ›

Chicago Blackhawks

What percentage of sports fans are male? ›

Share of sports fans in the United States as of January 2023, by gender
CharacteristicAvid fanCasual fan
Male48%39%
Female19%46%
Jan 23, 2023

What percent of NFL fans are male? ›

Level of interest in NFL in the United States as of January 2023, by gender
CharacteristicAvid fanCasual fan
Male52%31%
Female24%38%
Jan 23, 2023

Which sport has the largest female audience? ›

Most popular women's sports globally 2021

As of June 2021, soccer was the most popular women's sport worldwide, with 22 percent of respondents claiming to follow the sport.

What is the most male dominated sport? ›

For example, football, basketball, baseball, wrestling, boxing and hockey are examples of male-dominated sports because they are thought of as being more “masculine.” On the other hand, gymnastics and figure skating are thought to be female-dominated sports because they are more “feminine.”

What gender is the best at sports? ›

Experts say men still outperform women in many sports due to greater muscle mass and other physical attributes. However, new research indicates women can perform better in longer distances and in colder temperatures.

Which NFL team has largest female fan base? ›

The Dallas Cowboys lead the way for online engagement, with 21.5% of conversations coming from female supporters during 2021. The Buffalo Bills follow closely behind (20.8%), with the New Orleans Saints (20.6%), Kansas City Chiefs (20.6%), and Seattle Seahawks (18.2%) making up the rest of the top five.

Which football team has the most female fans? ›

In November of 2007, the Steelers were ranked as the most popular local sports franchise out of all 122 teams in the MLB, NFL, NHL, and NBA. They also have the highest percentage of female fans in the NFL, ranking twice as high as the average city.

What percent of NFL viewership is female? ›

For more information, please contact fisherpub@sjf.edu. Women have become increasingly interested in sports. Significantly so with the National Football League, 44% of NFL fans are female fans (Waller, 2013). This new found fandom has abruptly changed the demographic and target market of the sports fan base.

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