When it comes to growing a sport, sometimes it’s not just about the players on the ice, it’s about who’s cheering from the sidelines. In the NHL’s case, celebrities like Drake and Justin Bieber have already stepped in to put hockey in the cultural spotlight. From Drake’s OVO x Toronto Maple Leafs jersey drops to Bieber’s involvement with the Next Gen Leafs jerseys, star power is proving that celebrity support can be just as influential in hockey as it is in other leagues.
The NFL has already seen firsthand how one superstar can ignite a wave of attention. Just look at Taylor Swift’s impact on the Kansas City Chiefs and the NFL at large, her presence at games has sparked massive viewership spikes, new fan engagement, and a cultural crossover that goes far beyond football. The NHL has the chance to mirror that momentum with its own stars backing the game.
Drake and Bieber: A Blueprint for Celebrity Crossover
Both Drake and Bieber are hometown icons with global reach. Their ties to the Maple Leafs show how powerful celebrity endorsement can be:
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Drake (OVO) brought fashion and street culture into hockey, making Leafs jerseys and merchandise appealing to fans who might not have otherwise cared about the NHL.
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Justin Bieber helped design the Leafs’ reversible “Next Gen” jersey, bringing fresh eyes to hockey culture while showcasing how creative collabs can excite younger fans.
Bieber was recruiting McDavid to the Leafs pic.twitter.com/IIQ5GXBNsw
— Maple Leafs Wave (@LeafsWave) February 4, 2024
These efforts show that when big names support hockey, they bridge the gap between traditional fans and new audiences. Suddenly, a hockey jersey isn’t just team gear, it’s a lifestyle statement.
Why Celebrity Influence Matters in Hockey
Hockey has always been a sport rooted in tradition, but in today’s world, entertainment and sports are increasingly intertwined. Celebrity support:
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Expands the audience by drawing in fans who might not typically follow hockey.
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Modernizes the image of the NHL, making it more appealing to younger, fashion-conscious demographics.
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Elevates the game culturally, putting hockey in the same conversation as basketball and football when it comes to crossover appeal.
Who Could Be Next? Tate McRae and the Future of NHL Star Power
If Drake and Bieber are the pioneers, then Tate McRae could be the next wave of NHL celebrity influence. The Calgary-born singer has skyrocketed in global pop music and has the youth appeal to connect the NHL to Gen Z audiences. Imagine an NHL All-Star Game halftime performance, jersey collabs, or promotional campaigns with McRae front and center, it could give hockey the kind of buzz that resonates far beyond the rink.
The Bigger Picture: Hockey as a Cultural Brand
For the NHL, the lesson is clear: when celebrities align themselves with teams, jerseys, and the sport itself, hockey reaches new heights. Just as Taylor Swift brought mainstream attention to the NFL, Drake and Bieber have shown what’s possible for hockey in Canada.
Swift’s presence at NFL games didn’t just generate headlines, it created measurable spikes in viewership and fan engagement. The first Chiefs game she attended in September 2023 drew nearly 27 million viewers, with a massive jump among women aged 12–49, a demographic the NFL has historically struggled to reach. Swift’s influence also drove merchandise sales through the roof—Travis Kelce’s jersey sales surged by nearly 400% in 24 hours after she was spotted in the stands. Social media saw similar gains, with the Chiefs’ accounts gaining millions of new followers, many of whom had little prior connection to football.
The NHL can learn from this. While Drake and Bieber have already proven that cultural icons can bring hockey into the spotlight, the next step is expanding that momentum. If the league continues to partner with musicians, actors, and influencers, it can unlock whole new audiences who might otherwise never tune into a game. Imagine if a Tate McRae performance at an NHL All-Star Game went viral on TikTok, or if a major Hollywood star rocked an OVO x Leafs jersey at a playoff game, it’s the kind of visibility that money can’t buy.
Hockey will always belong to its fans, but when celebrities amplify it, the sport becomes something bigger than competition. It becomes a cultural movement, pulling in new audiences, fueling merchandise trends, and giving the game the kind of mainstream relevance that basketball and football already enjoy..
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