NHL and Serie A Unite to Boost Olympic Hockey Hype
Stars from Ice and Pitch Collaborate Ahead of Milan-Cortina 2026
Hockey and football giants are joining forces to amplify excitement for the 2026 Winter Olympics, marking the return of NHL players to the Games after a 12-year hiatus.
Cross-Sport Promotional Push
The National Hockey League and its Players’ Association have partnered with Italy’s Lega Serie A, the premier football league, to launch joint promotional efforts. This collaboration aims to build anticipation for the upcoming Milan-Cortina Winter Olympics.
A key initiative will be the NHL/NHLPA European Player Media Tour, scheduled for August 22 in Milan. This event precedes the kick-off of the 2025-26 Serie A season, bringing together football stars with top hockey talent for various activities designed to raise hockey’s profile in Italy.
Synergy for Global Audiences
Andy Mitchell, CEO and Managing Director of Lega Serie A USA, emphasized the power of dedicated fan bases in driving interest. He stated that the partnership allows engagement with a global audience in novel ways, celebrating the lead-up to the 2026 Games.
“In North America, both soccer and hockey have incredibly dedicated, passionate fan bases. This collaboration with the NHL and the NHLPA allows us to engage with a global audience in new and exciting ways while celebrating the anticipation surrounding the Milan-Cortina 2026 Winter Olympics…By bringing Lega Serie A legends and NHL stars together, we aim to create a synergy that showcases the best of each league, creating an unforgettable experience for fans on both sides of the Atlantic.”
—Andy Mitchell, CEO and Managing Director of Lega Serie A USA
Plans include NHL players visiting training facilities of top Serie A clubs and attending matches at the iconic San Siro Stadium, home to AC Milan and Inter Milan. This immersion aims to showcase the connection between elite athletes across different major sports.
NHL Eyes Italian Sports Landscape
Keith Wachtel, President of NHL Business, expressed his enthusiasm for the cross-promotional venture. He highlighted the NHL’s global reach, with players from 21 countries, and its excitement to collaborate with Lega Serie A.
“As a global sport with players from 21 countries, the NHL is thrilled to collaborate with Lega Serie A to create unique content that celebrates the intersection of hockey and soccer. With the Winter Olympics on the horizon, Milan will serve as a focal point for sports fans around the world, so we are delighted to take the opportunity to promote our top hockey players in the environments of the biggest sport in Italy.”
—Keith Wachtel, President, NHL Business
This strategic alliance comes as the NHL continues to expand its global footprint. In 2023, the league reported an average of over 17,000 attendees per game, demonstrating significant fan engagement domestically. This Italian collaboration seeks to translate that energy to the international Olympic stage.
