NHL, Serie A Launch Cross-Sport Olympic Campaign

The NHL, NHLPA, and Italy’s Lega Serie A have launched a major international content partnership ahead of the 2026 Milano Cortina Winter Olympics, with a focus on promoting the return of NHL players to Olympic competition. Central to the initiative is the 2025 NHL/NHLPA European Player Media Tour in Milan on August 22, where top NHL players will interact with Serie A legends and participate in joint events at San Siro stadium. This collaboration, inspired by a high-profile jersey exchange between stars from both leagues, marks the first cross-promotional campaign between a North American professional sports league and a European soccer league. The partnership is designed to highlight shared cultural and sporting passions, and to create unique content and fan experiences that unite hockey and soccer communities globally. Both organizations see the effort as a way to amplify their international profiles and foster innovative relationships within the sports industry. The initiative also aims to generate excitement for the Olympics and broaden each league’s appeal to worldwide audiences.