One of the biggest surprises of this summer is that we haven’t reached the league expansion discourse until now. Maybe it’s because there are Olympic rosters to project. Maybe the insiders that we rely on to normally start the discourse of this topic aren’t back from their cottages yet. Or maybe the league isn’t actually looking at expansion now that the global economy can at best be labelled volatile at the moment. Whatever the reasoning, it’s been surprisingly quiet on this topic until
John Shannon opined on the topic recently without reporting anything firm.
The reason why it seems reasonable to talk about expansion is simple, expansion fees are an opportunity to print money for the league. With fees expected to jump from $500M to well over $1B in the next round of expansion, a league of 34 teams seems like a given in the coming years and we shouldn’t rule out the idea of a 36 team league by the close of the decade.
Last season cases were made from groups in Atlanta, Houston, and ongoing talk of a return to Arizona were all mentioned, as well as some easily dismissible Canadian options in Quebec City as well as a second team in Toronto. They are worth noting because of the interest but the viability or league interest might not exist there yet, and it also seems safe to say that the NHL will wait at least three and a half years before discussing an NHL European Division.
The money interests the league, there are interested cities with investors out there, and now the trifecta of adding in labour peace until 2030 creates an encouraging situation for the league to expand. That’s not to say expansion creates the best product (scroll down a bit if you want to jump to that topic), but from a league and growth perspective it makes sense and NHL participation in the Winter Olympics is the cherry on top as eyes will be on hockey around the world and the sport will be at its most marketable point over the next four years.
Who’s ready for a team?
The same way that Los Angeles was always the free space when talking about NFL expansion for a number of years, it feels like Houston has taken on that role in the NHL. It’s one of the largest American cities, it’s a sports crazed market, they have the building, and they have experience sports franchise ownership that seems to be interested. The NHL could just as easily moved the Coyotes to Houston and not missed a step, so if expanding in a short time frame is in the cards for anyone, it’s likely Houston.
Arizona is another large market that the NHL isn’t quite done with yet. I’m sure Bettman wants to right his wrong here before he retires and the second a vaguely competent owner who has a long term arena lease in hand knocks on the door of the NHL’s headquarters, the Coyotes 2.0 will be born. That said, asking for any of that in Arizona is apparently asking a lot and that could slow things down here.
Atlanta 3.0 picked up some steam and is unquestionably a market that the NHL needs to find a way to make work. The NHL hasn’t shown much excitement about returning but they are certainly in the mix.
As for Quebec, there will always be someone interested in putting a team there but there will also be league full of players rushing to add them to their no trade list. The Quebec tax situation already takes a toll on Canadians. Throw in another market with winters similar to Edmonton and Winnipeg, an additional language barrier, and while a very cool city, not necessarily one that appeals to 25 year old millionaires, and Quebec will be a challenge on the player front. It’s not exactly a booming city either and after the initial novelty it’s possible that ticket sale challenges could mirror the ones experienced by the Senators and Jets in recent years. That being said, as expansion continues it is going to become harder to say no.
Kansas City, Portland, Milwaukee, Cleveland, San Diego, and Hartford are certainly some easy names to throw out there as potential expansion targets but it also doesn’t seem like a stretch to say they have been on the radar as much as the previously mentioned cities.
As for the one that hits closest to home, literally, for Leafs fans, it is incredibly doubtful that there will be expansion in Southern Ontario, let alone the Greater Toronto Area. If regular Maple Leafs ownership has been successful in blocking expansion up until now, Rogers as the primary owners of the Maple Leafs and coincidentally the holders of the national broadcast rights to the NHL in Canada don’t want expansion into their territory happening, it seems unlikely the NHL is looking to make an enemy of one of their closest partners. That said, beyond expansion, when has it looked like the NHL is doing the Leafs any favours?
American money and markets are king in this situation and outside of Toronto the rumoured
$2B expansion fee is a tough pill to swallow for most potential owners of a Canadian market in reality won’t have the population support to appear viable.
The big three changes that come with expansion
Expansion on the business side of things may appear to make sense to the NHL. Billions of dollars of revenue in the short term will sound great but there are also logistical challenges that come with getting bigger.
Talent dilution and the salary cap
With the cap up to $95,500,000 teams are already struggling to find players that they want to give their available money to. With the salary cap going up $113,500,000 by the earliest possible moment we see an expansion team on the ice, it’s safe to say that the addition of 23 new on ice NHL jobs will make it difficult. Two teams at once and 46 players (not even considering the 50 standard player contracts for each team) seems like the product will take a step back and make things a lot more challenging when it comes to icing a team at the quality fans have been accustomed to in the previous decade. The goaltending situation after the Golden Knights and Kraken entered the league has already become dicey and while dicey goaltending equals more goals and more excitement, fans would probably still prefer options beyond shooter tutors or reappropriated EBUGs.
The salary cap situation will get weird as teams bid on the best available players after expansion and that may soon squash the luxury of having the accelerated increases to the salary cap, although that benefit is likely to disappear on its own in a few seasons anyway.
The main area of concern for talent dilution might not be with the players but instead with the officials. The NHL is already going from an 82 game season to an 84 game season in 2026-27, increasing the workload of a workforce that is already drawing heat. The 32 game increase might be absorbable through scheduling but adding two teams and therefore increasing the number of games by 84 on top of that seems like the league is heading towards a shortage of capable officials, if they aren’t already facing that.
It probably goes without saying that if you want the best hockey product the NHL should be looking at contraction rather than expansion but until the league can collect $2B from each team as they fold, that isn’t going to happen.
Divisional realignment
While talent dilution is clearly a negative thing to consider this point is much more of a logistical need rather than a clear positive or negative outcome.
Divisional alignment is something that potentially has the opportunity to improve with each round of expansion or each relocation but at the same time it is still going to draw criticism because especially in the Western Conference there is lack of parity with especially the Metropolitan Division that can pretty much take an Uber to any divisional game they have.
With Houston and Arizona being high on the list of expansion targets, it is likely that Western Conference will simply add one team to each division and call it a day. Houston in the Central, Arizona in the Pacific and it’s called a day until teams 35 and 36 are in the mix and the merits of four divisions of nine teams vs. six divisions of six teams takes place. Who knows maybe the NHL gets there sooner rather than later and six divisions with five or six teams occur. That’s where the chaos and the fun happens.
It’s too early to start drawing mockups of divisions based on where the NHL expands but from the perspective of a site that focuses on the Maple Leafs, anything that potentially could potentially establish a Southern Division and break Toronto free from the Panthers and Lightning seems beneficial (he said fully acknowledging that the rising teams in the division are still close to home.)
Playoff format changes
I’m mentioning that playoff changes would eventually come as the result of expansion but with the caveat that I can’t possibly see something like this occurring outside of a new collective agreement. The playoffs are the playoffs until 2030 and now that I’ve boldly put that out there, I acknowledge I’ll eat crow on it.
Playoff hockey is by far the best product the NHL has to offer and right now things sit very evenly with half the league in and half the league out of the playoffs. Makes sense when you want to have qualifying for the playoffs still mean something and the regular season to be more than an extended exhibition schedule, but when you consider that ownership wants playoff ticket revenue and players want a chance to compete for the Stanley Cup, expanding playoffs will be brought into the conversation.
Since the NHL brought in the WHA franchises after that league folded, the NHL has been on 16 team playoff format, from a bracket perspective it makes a ton of sense but that was in a 21-team league not a 32 and even the Ballard era Leafs could still occasionally make the playoffs. Going with the same percentage of teams in the playoffs, now that would mean expanding to a 24-team format and that’s requires some discussion about what a suitable first round looks like for number of games and how much of bye for top teams is a reward vs. setback.
For what it’s worth, from 1975-1979 the NHL used a best of three play-in round to expand the playoffs and the world didn’t come to an end. That seems far more palatable than 32 teams out of 34 or 36 making the playoffs and hockey going on until the beginning of July.
Of course, this too can warrant more analysis once expansion goes beyond just being an August thought exercise for bored hockey writers.
The reality is that expansion must be coming. Even if the league isn’t talking about and Gary Bettman is deflecting when it comes up, the league very much wants this and knows the conditions are right for it. Much like every other expansion or relocation situation in the NHL, things are quiet until they absolutely are not and while there are a lot of reasons to be concerned about what expansion does to the on ice product, the decision will be based on money and this nets plenty of that for owners and creates job security for NHLPA membership.
For fans at the very least it is a chance to make fun of some new team names, debate some new logos/jerseys, and start figuring out who the Maple Leafs need to protect in the expansion draft(s).
PRESENTED BY 6IX INNING STRETCH PODCAST
Love baseball? Don’t miss The 6ix Inning Stretch — the brand new podcast from The Nation Network, presented by Betway. Hosted by Toronto sports reporter Lindsay Dunn and 3-time MLB All-Star Whit Merrifield, this weekly show delivers insider stories, unfiltered Jays talk, player interviews, and expert analysis from around the majors. New episodes drop every Wednesday — listen on your favourite podcast platform or watch on the
Bluejaysnation YouTube channel.