Hockey Meets Calcio: Inside the NHL and Serie A’s Bold New Partnership | OneFootball

Serie A and the NHL are teaming up for a groundbreaking collaboration that blends sports, culture, and lifestyle ahead of the 2026 Winter Olympics in Milan. Here’s how two iconic leagues plan to grow globally together.

Just over a week removed from our discussion on cross-sport collaborations within the beautiful game, and we’re back with another one. But instead of merch that blends one sport with soccer, this time it’s two professional leagues coming together for a Voltron-like partnership.

Italy’s Serie A and the NHL have joined forces to promote soccer and hockey on a global scale leading up to the 2026 Winter Olympics in Milan and Cortina. It’s very rare to see a collaboration on this scale, and the two leagues will look to connect audiences of their respective sports. The timing of the announcement is apt, as 2026 will not only see the Winter Games, but also of course, the World Cup.

One of the highlights will be the NHL and its respective Players’ Association’s European player media tour in Milan on August 22, just a day before the new Serie A season begins. This event will feature top NHL and Serie A stars making joint appearances, visiting club training grounds, and attending a match at the San Siro.

The roots of this partnership can date back to March of this year, when Italian football icons Andrea Pirlo and Marco Materazzi traded jerseys with NHL star center Mika Zibanejad of the New York Rangers. Now, Serie A and the NHL will expand to a broader content campaign that will highlight the shared spirit, culture, and storytelling power of both leagues.

With Milan poised to become a global sports hub ahead of the Winter Games, executives from both leagues see this as an opportunity to engage fans across continents. Andy Mitchell, CEO and Managing Director of Serie A USA, told Urban Pitch that the partnership isn’t just a play for social media engagement.

Serie A USA CEO Andy Mitchell.

“This collaboration is not an ‘influencer swap’ or a simple social media play, it’s a broader partnership rooted in shared storytelling and audience growth,” Mitchell said. “Our focus is on building a strong foundation through integrated activations and meaningful alignment between the worlds of calcio and hockey.”

Mitchell also highlighted how this unique cross-league strategy aligns two sports that, while hugely popular globally, are still considered niche in the U.S.

“We’re forming a strategic alignment with a historic league that has a loyal following in North America,” Mitchell said. “By partnering with the NHL and elevating their European Player Media Day in Milan, Serie A can benefit from a powerful media infrastructure in a way that mutually accelerates our growth.”

The NHL, for its part, has made significant strides in international markets. With players from over 20 countries and games broadcast worldwide, the league’s global footprint is expanding, particularly through initiatives like the NHL Global Series, which brings mid-season action to cities like Stockholm and Prague.

Serie A president Ezio Simonelli (left) with NHL commissioner Gary Bettman.

Mitchell believes the collaboration offers mutual value.

“The NHL is a leader in digital storytelling, fan engagement, and content innovation, especially in how it highlights its international stars and appeals to younger demographics,” he said. “Serie A and other global sports federations can absolutely learn from that playbook.”

Perhaps most importantly, both leagues share a desire to fuse sport with culture. Serie A has been making large strides to connect to an American audience, and this is the latest initiative from the Italian top flight.

“One of Serie A’s greatest strengths in North America is the admiration for Italian culture,” Mitchell said. “Our research shows that 51 million Americans have an affinity for Italian culture, and 6 million travel to Italy every year. By combining sport, culture, and lifestyle, we’re building a deeper and more lasting connection with fans.”

As the NHL continues its global outreach, so does Serie A in America. Both sports have great fanbases and passion in the stands, and it looks like a unique and obvious merger for both leagues’ global appeal.