The National Hockey League (NHL) is reportedly prioritizing media market size as the central factor in its upcoming expansion decisions, with Houston and Atlanta emerging as the primary targets. Industry reports and recent commentary from NHL agent Allan Walsh suggest the league is focusing on high-density metropolitan areas to bolster its national footprint. While the drive to enter these markets is accelerating, the logistical complexity of divisional realignment indicates that a simultaneous four-team expansion may be the most viable path to reaching a 36-team structure.
Sourcing the Frontrunners
The momentum for Houston and Atlanta has intensified following public comments from Allan Walsh, who identified these specific cities as the league’s focus in a recent industry update. Houston is currently the largest U.S. market without an NHL presence, offering a turnkey solution with the Toyota Center and an immediate geographic rivalry for the Dallas Stars. Atlanta, despite its history of losing two previous franchises, remains a top-ten U.S. media market, presenting a significant opportunity for the league to scale its reach with national broadcast partners.
NHL expansion is coming. Houston and Atlanta.
— Allan Walsh🏒 (@walsha) August 7, 2026
The Role of Media Market Data
According to analysis from Sporting News, the NHL’s expansion committee is weighing media market data more heavily than ever before. In the modern sports business environment, a team’s value is increasingly tied to its ability to generate high ratings and attract large-scale corporate sponsorships. By securing these large territories, the NHL can significantly increase its leverage in future media rights negotiations, as a larger audience base directly correlates to higher advertising rates and increased Hockey Related Revenue (HRR).
Strategic Timing and Realignment
Despite the clear financial incentives, the timing of the next expansion phase remains a point of strategic debate. Logistically, adding teams in small increments presents a challenge for the league’s current format. There is a strong perspective that it does not make sense for the NHL to expand until a full slate of four teams is ready for entry.
A simultaneous move to 36 teams would allow the league to perform a single, comprehensive **realignment** of its divisions. This “all-at-once” strategy would prevent the league from having to repeatedly “mess with” divisional borders and scheduling formats, which can be disruptive to both team operations and fan engagement. By waiting to add four teams together, the NHL can ensure long-term stability while fully capitalizing on the economic potential of markets like Houston and Atlanta.