4 Nations Face-Off Becomes The NHL's New Midseason Centerpiece

By: Sam Heller

March 19th, 2025

Photo Credit: NHL Media

The NHL’s 4 Nations Face-Off has ignited excitement among hockey fans worldwide, serving as a thrilling alternative to the traditional All-Star Weekend. With elite players from Canada, the United States, Sweden, and Finland competing in a high-stakes international tournament, the event has drawn record-breaking viewership and engagement. The 4 Nations Face-Off is not only a significant moment for the sport but also a major success for the NHL’s business and marketing efforts, securing key sponsorships and expanding the league’s brand appeal

Replacing the All-Star Game: A Bold Move Paying Off

By introducing the 4 Nations Face-Off in place of the traditional All-Star Game, the NHL has made a strategic shift to prioritize meaningful competition over exhibition-style festivities. The move was met with some skepticism initially, as the All-Star Game has long been a staple of the league’s calendar, offering a lighthearted break in the season. However, the 4 Nations Face-Off has proven to be an instant success, drawing significantly higher engagement and viewership than recent All-Star events. The tournament’s high-intensity games have captivated audiences, with the U.S.-Canada matchup drawing 5.2 million American viewers—making it the most-watched non-playoff, NHL-affiliated game since the 2023 Winter Classic. Fans have embraced the intensity of international competition, which has provided a platform for elite players to represent their countries in a way that the All-Star format never could.

The tournament’s impact goes beyond just the games. Sweden’s head coach, Sam Hallam, praised the emotions the competition has sparked, while players have noted the increased attention from both hardcore and casual fans. 

New Sponsorship Deals Strengthen NHL’s Market Position

The NHL has leveraged the 4 Nations Face-Off as an opportunity to attract new corporate partners, securing five major new sponsors: Disney Studios (Canada), Molson (Canada), Ozempic (Canada), Perry Ellis (U.S.), and Tylenol (expanding from Canada to the U.S.). These additions reflect the league’s growing appeal, particularly in key North American markets.

In total, the event boasts a robust roster of sponsors, including AstraZeneca, EA Sports, Ticketmaster, ESPN BET, FanDuel, BodyArmor, Hyundai, Rogers, and Verizon, among others. The NHL has also introduced jersey patch sponsorships for the tournament, featuring Rogers (Canada), Discover (U.S.), and SAP (Sweden and Finland), further strengthening the commercial impact of the event. These partnerships not only provide financial backing but also signal strong brand confidence in the league’s long-term vision.

‘Tricky’ Brand Spot Elevates NHL Marketing

To capitalize on the momentum of the 4 Nations Face-Off, the NHL debuted its new brand spot, “Tricky,” as part of its “The Next Golden Era is Now” campaign. The commercial, created in collaboration with the creative agency Highdive, highlights the skill and creativity of today’s NHL stars, featuring players like Matthew Tkachuk, David Pastrnak, Auston Matthews, and Filip Forsberg engaging in a friendly competition of trick shots.

The spot, which premiered during Canada vs. Sweden, incorporates humor and nostalgia, with NHL legend Mark Messier making a cameo. The campaign reflects the NHL’s strategy to embrace a younger audience, celebrating both talent and personality to make the league’s stars more marketable.

A New Era for Hockey’s Global Growth

Beyond immediate ticket sales and viewership, the 4 Nations Face-Off represents a long-term investment in growing the game internationally. The inclusion of Sweden and Finland—two nations with deep hockey traditions—ensures that European fans remain engaged, while the U.S.-Canada rivalry continues to elevate the sport’s mainstream appeal.

Fans have responded enthusiastically, with commentators from The Athletic and NY Post noting how the tournament has reignited passion for international hockey. The Bell Centre in Montreal and TD Garden in Boston have provided electric atmospheres, reinforcing the demand for high-quality international competition.

Looking Ahead: The Future of the 4 Nations Face-Off

The success of this year’s event raises important questions about the future of international hockey. Will the NHL expand the tournament to include more countries, or will it become a fixture replacing the traditional All-Star Game? Given the overwhelming enthusiasm from fans, players, and corporate sponsors, the 4 Nations Face-Off could set the stage for a broader, more frequent international competition.

The anticipated Canada-U.S. final drew 16.1 million viewers across North America, making it the most-watched non-NFL game ever on ESPN+ and the second-most-watched hockey game in the past decade. Canada’s thrilling 3-2 overtime victory, sealed by Connor McDavid’s game-winning goal, captivated audiences and showcased the passion and intensity that international hockey can bring. With an average of 6.5 million viewers per game—up 256% from the 2016 World Cup of Hockey—this tournament has reignited global interest and built immense momentum for the 2026 Olympics, proving that best-on-best hockey is back in a massive way.