By: Lauren Cuppy
January 30, 2025
Photo Credit: Front Office Sports
The annual National Hockey League (NHL) Winter Classic is one of the league’s most valued and anticipated events of the season. An outdoor game in a huge stadium, the traditional vintage elements (complete with throwback-style uniforms) and festive atmosphere create an iconic scene that has become a true celebration of the sport. However, viewership has significantly declined in recent years, with the this year’s Winter Classic reaching record-breaking lows. Only 1.1 million viewers tuned in, the lowest mark since the creation of the Winter Classic in 2008, and down 16% from last year’s matchup (SportCal). The game was broadcast on TNT, the sports network owned by Warner Bros. Discovery, as well as its sister cable channel, truTV.
This year’s matchup between the Chicago Blackhawks and St. Louis Blues lacked the excitement needed to draw in fans. Neither team is a competitive Stanley Cup contender, and the general consensus was that both teams weren’t captivating to watch. While the Blackhawks’ status as an "Original Six" team and the historic allure of Wrigley Field as the host venue might have helped attract casual fans, the matchup itself didn’t generate much enthusiasm. The St. Louis Blues ended up beating Chicago 6–2 in a game that wasn't close from start to finish.
Many fans were left wondering why the two teams were chosen for the event in the first place over a more competitive, enthralling rivalry. Chicago’s selection was likely driven by the hype surrounding Connor Bedard and the league’s effort to market him as a generational superstar. At the time of selection (before the current season was underway), Bedard, the 2023 NHL Draft's top selection, was the #1 story in all of hockey, and all eyes were on the young player to lead the Blackhawks to relevance immediately. However, with the Blackhawks still in the midst of a deep rebuild thanks to a woeful start to their season, this wasn’t enough to captivate a broader audience.
Furthermore, many hockey fans simply didn’t know the event was happening thanks to poor advertising and date selection. The game is annually held on New Year’s Day, but this year’s Winter Classic was moved to New Year’s Eve to avoid a conflict with the revamped College Football Playoff. However, the change disrupted the long-standing tradition, leading fans confused and unaware that the event had passed them by when they turned on their TVs on New Year’s Day.
To improve viewership and restore the game’s status as a premier event, the NHL should focus on improving the quality of matchups. One of the biggest problems with this game was the lack of excitement and intensity. Future Winter Classics should feature teams with strong playoff potential, heated rivalries, and big-name stars that can attract casual fans. While choosing Chicago to showcase Connor Bedard’s talent made sense, pairing them against another noncompetitive team in the St. Louis Blues didn’t create the kind of buzz needed to keep fans engaged before, during, and after the event. Picking more competitive matchups and rotating in different franchises will help keep the event exciting and fresh for everyone.
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