Gary Bettman and Stockholm’s role in the 2026 NHL Global Series
Commissioner Gary Bettman dismisses attendance declines despite data showing a 150-fan drop per game, while Avicii Arena hosts the Penguins and Predators. The 2026 series marks the 15th season of international games, highlighting the tension between league revenue goals and fan cost sensitivity.
The 2026 NHL Global Series pits the league’s financial strategy against a specific city’s deep-rooted hockey history. Commissioner Gary Bettman drives the expansion agenda, yet his public dismissal of declining attendance clashes with the data showing average crowds down roughly 150 fans per game compared to last season. Meanwhile, Avicii Arena in Stockholm hosts the Pittsburgh Penguins and Nashville Predators on November 14 and 16, adding two more games to the city’s total of 18 regular-season matchups. This event marks the 15th season with regular-season games outside North America, continuing a trend that has seen 46 such games staged since 1997. The tension between Bettman’s revenue focus and the fan base’s cost sensitivity defines the current landscape for international hockey.
Bettman’s defensive posture
Bettman recently told local media in Pittsburgh that "overall attendance is up," dismissing empty seats as having "specific reasons" rather than indicating a broader problem. His comments came before the Penguins hosted the Vegas Golden Knights at PPG Paints Arena, a venue where ticket prices now average $84. Fans across multiple markets point to cost as the primary driver of lower turnout, with the league-wide average for a family of four reaching approximately $350. Ticket prices account for 77% of that total, a burden that feels heavier when the median personal income hovers around $46,000. Inflation has climbed roughly 25% since 2020, squeezing budgets and making a $400 outing out of reach for many.
The Golden Knights ended their long-running sellout streak, while the Edmonton Oilers have seen noticeable patches of empty seats at Rogers Place despite a recent Stanley Cup Final appearance. Some teams have reportedly dipped into the 80% attendance range, a statistic that contradicts Bettman’s claim of a record year. For a commissioner who has spent over 33 years mastering the art of the non-answer, this flat dismissal was telling. If the people filling the seats keep saying the price is too steep, that disconnect could become harder to sidestep. Will the league adjust its pricing strategy to retain its core audience?
Stockholm’s enduring connection
Stockholm’s role in the NHL extends beyond these upcoming matches, as the city has hosted 18 total regular-season games. Sidney Crosby enters his 20th NHL season and previously played in Stockholm in 2008 against the Ottawa Senators, recording two assists across two games during that trip. The Penguins roster includes three Sweden-born players, most notably defenseman Erik Karlsson, age 34, who won the Norris Trophy in 2011-12, 2014-15, and 2022-23. Forward Rickard Rakell, who played for AIK in Stockholm before moving to North America in 2010-11, has 31 goals and 59 points this season.
Nashville makes its first trip to Stockholm during this series, bringing forward Filip Forsberg, age 30, who leads the Predators with 59 points consisting of 25 goals and 34 assists in 66 games. Sweden accounts for 9.7 percent of NHL players this season, the highest representation of any country outside North America. General Manager Barry Trotz notes that travel creates a better understanding for players, such as those who have never been to Sweden. The Avicii Arena recently finished a full year of extensive renovations, ensuring it is ready for high-profile international events. These connections highlight why Stockholm remains a central hub for the league’s global expansion efforts.
