How Ice Hockey is Growing in Non-Traditional Markets

3 December 2025

Ice hockey is no longer confined to its northern strongholds of Canada, the United States, and Europe. A sport historically associated with frigid climates and frozen ponds is now expanding into unexpected places, from the deserts of the Middle East to the tropical landscapes of Southeast Asia. So, what’s driving this growth, and can hockey truly thrive in regions where winter is a foreign concept? Let’s lace up and dive into this exciting evolution.

The Expansion of Ice Hockey Beyond Traditional Borders

A Game Once Reserved for the Coldest Climates

For decades, ice hockey was synonymous with cold weather. Countries like Canada, Russia, Sweden, and the northern United States have dominated the international hockey scene, producing the sport’s most skilled players and passionate fans.

But the game is no longer contained within a snow-lined box. With modern infrastructure, innovative technology, and a surge in international enthusiasm, ice hockey is hitting the ice in places where snowflakes are scarce.

The Role of the NHL in Globalizing Hockey

International Showcases and Preseason Games

The National Hockey League (NHL) has played a crucial role in spreading hockey’s reach. By hosting preseason and regular-season games in non-traditional markets such as China, Sweden, and the Czech Republic, the NHL has ignited interest in fans and players who previously had little exposure to the sport.

Take the NHL Global Series, for example. These international matchups feature some of the league’s top teams playing in countries where hockey isn’t as deeply rooted. Not only do these games attract local audiences, but they also inspire young players to take up the sport.

The Influence of International Players

The NHL's increasing diversity is another driving force behind hockey's expansion. Players from countries like Japan, South Korea, and even the Middle East have made their way into the league, proving that elite-level hockey is no longer restricted to a select few countries.

When young athletes from non-traditional markets see one of their own making it to the highest level, it sparks inspiration. This ripple effect has led to grassroots development in regions where hockey was once an afterthought.

Growth in Unexpected Regions

Asia: A Hotbed for Hockey’s Future

Believe it or not, Asia is quickly becoming a major player in the hockey world. The Chinese government’s massive investment in winter sports ahead of the 2022 Beijing Olympics led to a boom in ice hockey participation. While China’s hockey development is still in its infancy, the foundations have been laid for sustained growth.

South Korea also made headlines when their men’s and women’s teams qualified for the Olympics. The interest generated from their international appearances has helped boost local hockey programs, with more kids taking to the ice than ever before.

And let's not forget Japan, which has a well-established hockey culture, particularly in Hokkaido. Their women’s team, known as "Smile Japan," has made great strides on the global stage, further inspiring the next generation of players.

The Middle East: Breaking the Ice in the Desert

If someone told you a few decades ago that the United Arab Emirates, Qatar, and Saudi Arabia would have ice hockey teams, you might have laughed. But today, these nations are actively developing competitive hockey programs.

Dubai, for instance, is home to the UAE Ice Hockey Federation, organizing leagues and tournaments for both local and expatriate players. The region’s wealth and access to top-tier facilities have given rise to growth that would have seemed impossible just a generation ago.

Latin America: Finding Ice Where There’s Only Heat

Brazil, Mexico, and Argentina are not the first places that come to mind when you think of hockey. But that hasn’t stopped the sport from finding a niche audience in these nations. Mexico, in particular, has a strong amateur hockey scene, with teams competing at a national and international level.

The Latin American region still faces challenges when it comes to ice availability and funding, but the passion is there. The increasing accessibility of NHL broadcasts and online hockey content has helped keep fans engaged, even if they’re miles away from the nearest rink.

The Role of Inline Hockey in Paving the Way

One of the biggest stepping stones for ice hockey’s expansion has been inline hockey. Because ice rinks are expensive to build and maintain, many non-traditional markets have embraced inline (or roller) hockey as a cost-effective alternative.

Countries in South America, the Middle East, and Asia have established strong inline hockey cultures. As these players transition to the ice, the learning curve is reduced, making it easier to build ice hockey programs.

Inline hockey is essentially the gateway drug to ice hockey—it gets players hooked on the speed, agility, and teamwork of the game before they ever set foot on an ice rink.

Challenges Hindering Hockey’s Global Growth

While hockey’s expansion is exciting, it doesn’t come without hurdles.

The High Cost of the Sport

Hockey is one of the most expensive sports to play. Equipment, rink time, and travel costs can be a major barrier, especially in developing markets. Unlike soccer, which only requires a ball and an open space, hockey demands a complete set of gear and access to an ice surface—both of which can be costly.

Limited Ice Rinks and Infrastructure

In non-traditional markets, ice rinks are few and far between. Many aspiring players simply don’t have a place to practice. This lack of infrastructure delays the sport’s development, as new players need regular access to ice to refine their skills.

Cultural and Popularity Challenges

In countries where soccer, basketball, or cricket reign supreme, hockey often struggles to gain mainstream attention. Convincing fans to embrace a new sport is never easy, particularly when it competes with deeply ingrained traditions.

However, as hockey continues to globalize, it’s only a matter of time before more people warm up to the excitement it offers.

The Future of Hockey in Non-Traditional Markets

So, what does the future hold for hockey in these emerging markets? The sport’s growth shows no signs of slowing down, thanks to ongoing international investment, grassroots initiatives, and increasing media exposure.

The Importance of Youth Development Programs

Developing a strong hockey culture starts at the grassroots level. Countries looking to expand their hockey presence must invest in youth programs, coaching development, and accessible playing opportunities. The earlier young players are introduced to the sport, the more likely they are to stick with it long-term.

Leveraging Technology and Media

The rise of digital media, streaming services, and social platforms has made it easier than ever for fans in non-traditional markets to follow the sport. The NHL’s efforts to broadcast games globally and engage international audiences have significantly contributed to hockey’s growing popularity.

Additionally, virtual training programs and online coaching resources allow aspiring players to develop their skills without needing access to elite-level coaching.

International Tournaments and Growth Initiatives

International governing bodies like the IIHF (International Ice Hockey Federation) continue to promote the sport’s expansion by supporting tournaments and leagues in emerging hockey markets. Events such as the IIHF World Championship, Winter Olympics, and smaller regional competitions give these nations a chance to showcase their progress on the global stage.

Final Thoughts

Ice hockey’s expansion into non-traditional markets is one of the most exciting developments in the world of sports. What was once a game limited to snow-heavy regions is now carving paths into deserts, tropical climates, and urban centers where skating was once unheard of.

While challenges remain, the sport’s global footprint is unmistakably growing. With continued investment, grassroots development, and international exposure, it’s only a matter of time before hockey becomes a truly global game.

So, who knows? The next hockey superstar might not come from Canada or Sweden—but rather from a place where winter only exists in the imagination.