The NHL is getting its own Drive to Survive. But could it backfire?

The NHL's business is booming with docuseries on tap. But at what point does content become sport and not vice versa?

By many metrics, the NHL has a good story to tell. Amid the Stanley Cup final in June, the NHL announced that its regular-season attendance had set a record in 2023-24, hitting 97% capacity on the year (or about 22.5m people). League revenue last season was roughly $6.2bn, also a new high. And the final between Edmonton and Florida pulled good TV numbers, especially in Canada. Arizona lost its team, but Utah immediately, excitedly adopted them. Over the summer, the salary cap went up and the unveiling of the new Fanatics jerseys went well. Even the fact that participation increased in the NHLPA's player assistance program, which offers help with addiction and mental health issues, was good news, hinting that the stigma of admitting vulnerability is beginning to fade.

Financial growth, audience growth, salary growth, and emotional growth. Is there any kind of growth left for the NHL?