Rogers extends NHL partnership, promising more games and fewer blackouts

Rogers Communications and the NHL have cemented their partnership for another 12 years, agreeing to a new national media rights deal in Canada valued at $11 billion (CAD). The agreement extends a relationship that began in 2013, and solidifies Rogers’ dominant position at the center of Canada’s TV market.

Hockey stick growth: The new 12-year arrangement more than doubles the annual average of the prior contract, reflecting how live sports have remained a rare, must-watch product in an era of fragmented viewing habits. Canadian fans have proven that they’ll tune in for live games, and Rogers wants a piece of every screen they’re on, from cable boxes to streaming apps.

Even amid surging competition, including Amazon’s foray into hockey broadcasts, the league and Rogers see a future where the best way to maintain audience share and revenue growth is to do right by fans.  

Fewer blackouts: Under the new agreement, there will be more nationally-available games and fewer regional blackouts, appealing to fans who’ve grown weary of restrictions in local markets. At the same time, the league has left room for other potential players. With sub-licensing options in French-language broadcasts and single-night national packages, Amazon or other media companies can still dip into the NHL’s Canadian rights without Rogers losing its seat of power.