NHL and Serie A Join Forces Ahead of 2026 Milan Olympics in Unprecedented Cross-Sport Collaboration

Key facts

• Serie A and the NHL announced a collaboration blending sports, culture, and lifestyle ahead of the 2026 Winter Olympics in Milan and Cortina.
• The NHL/NHLPA European Player Media Tour will be held in Milan on August 22, 2025.
• The 2025-26 Lega Serie A season opener is scheduled for August 23, 2025.
• NHL players from 21 countries participate in the league, and NHL players are officially part of the 2026 Winter Olympics.
• Research shows 51 million Americans have an affinity for Italian culture, and 6 million travel to Italy annually.
• NHL players will visit training grounds of Serie A clubs and attend a match at the San Siro stadium.
• Lega Serie A players and legends will join NHL European stars in special events to engage fans from both sports.

A Historic Alliance Between Ice and Pitch

Italy’s Serie A and the National Hockey League have announced a groundbreaking collaboration that merges sports, culture, and lifestyle in the lead-up to the 2026 Winter Olympics in Milan and Cortina. The partnership, revealed this Saturday, has quickly become a major talking point in Canada, where hockey is a national passion. It marks the first time two major professional leagues from different sports have aligned so closely before an Olympic Games. The centerpiece of the collaboration is the NHL and its Players’ Association’s European Player Media Tour, which will be held in Milan on August 22, 2025 — just one day before the 2025-26 Lega Serie A season kicks off on August 23. This timing is deliberate, designed to maximize media exposure and fan engagement across both sports.

Joint Appearances and Cross-Promotional Events

As part of the initiative, top NHL and Serie A stars will make joint appearances, visit club training grounds, and attend a match at the iconic San Siro stadium. Lega Serie A players and legends will participate alongside the NHL’s biggest European stars in special events aimed at highlighting the connections between world-class soccer and hockey players. The goal is to create a synergy that showcases the best of each league, offering an unforgettable experience for fans on both sides of the Atlantic. Keith Wachtel, President of NHL Business, expressed enthusiasm for the collaboration, stating: “As a global sport with players from 21 countries, the NHL is thrilled to collaborate with Lega Serie A to create unique content that celebrates the intersection of hockey and soccer.” The NHL’s global footprint is expanding through initiatives like the NHL Global Series, which brings mid-season action to cities such as Stockholm and Prague.

Strategic Alignment Built on Cultural Affinity

Lega Serie A’s CEO, Luigi De Siervo, emphasized the strategic nature of the partnership, noting that Serie A has a loyal following in North America. “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,” he said. The league’s research indicates that 51 million Americans have an affinity for Italian culture, and 6 million travel to Italy every year — a demographic that Serie A aims to tap into through this collaboration. De Siervo also praised the NHL’s expertise in digital storytelling and fan engagement. “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.”

Olympic Anticipation Drives the Initiative

The collaboration is explicitly tied to the upcoming 2026 Winter Olympics in Milan and Cortina, where NHL players will officially participate for the first time since 2014. The NHL had previously skipped the 2018 and 2022 Games, but a new agreement ensures its stars will be on Olympic ice. This partnership allows both leagues to leverage the excitement surrounding the Games to promote their sports globally. “Combining the profiles of the elite athletes from the NHL and Lega Serie A will leverage the reach and star-power of the players and both leagues as we move towards the upcoming Olympic Winter Olympic Games in Milano-Cortina,” said a senior official involved in the negotiations. The cross-promotional activities are designed to build momentum well before the opening ceremony.

What This Means for Fans and the Future

For fans, the collaboration promises unique content and experiences that transcend traditional sporting boundaries. The joint appearances and events in Milan will give supporters a chance to see their favorite athletes from both sports in one place. The NHL’s European Player Media Tour, which typically focuses on hockey, will now incorporate soccer elements, broadening its appeal. Looking ahead, the partnership could serve as a model for other leagues seeking to expand their global reach through cross-sport alliances. With the 2026 Olympics as a backdrop, both Serie A and the NHL are positioning themselves to capture the attention of a worldwide audience. The success of this initiative may well determine whether similar collaborations become a fixture in the sports calendar.

The bottom line

• Serie A and the NHL have formed a unique cross-sport collaboration ahead of the 2026 Winter Olympics in Milan and Cortina.
• The NHL/NHLPA European Player Media Tour in Milan on August 22, 2025, will feature joint appearances by hockey and soccer stars.
• NHL players will visit Serie A club training grounds and attend a match at San Siro stadium.
• 51 million Americans have an affinity for Italian culture, providing a large potential audience for Serie A in North America.
• The partnership leverages the NHL's digital storytelling expertise to promote both leagues globally.
• This collaboration marks the first time NHL players will participate in the Winter Olympics since 2014.