Just ahead of the 2026 Winter Olympics, hockey and soccer are lacing up together in Milan for a surprising new alliance. The NHL and Italy’s Serie A are teaming up for a first-of-its-kind partnership that’s got fans—and marketers—doing a double take.
No, this isn’t a video game crossover. It’s a real-world collaboration designed to blend the energy of North American hockey with the deep-rooted passion of European football.
Milan Becomes Ground Zero for a Sports Culture Collision
The unusual alliance, unveiled just months before the Olympic flame lights up Cortina, aims to mix ice with grass in Milan—both literally and metaphorically.
From mid-August, a series of crossover events will bring NHL stars into the world of Italian football. Players will hit the training grounds of top-tier Serie A clubs, rub shoulders with soccer royalty, and even attend live matches at the legendary Stadio San Siro. That includes fixtures like AC Milan vs Cremonese and Inter Milan vs Torino.
It’s not just a handshake for the cameras either. This thing has legs.
Why Now? Olympics, Markets, and Media
There’s a clear why behind the what. This is about timing—and expansion.
The Milano-Cortina Winter Olympics, set for February 2026, are casting a long spotlight. For both leagues, it’s a golden opportunity to stretch beyond home borders and plug into fresh demographics.
For Serie A, it’s about courting a North American audience that’s finally starting to embrace soccer—spurred by players like Christian Pulisic and the global buzz around Lionel Messi’s MLS stint. For the NHL, Italy offers a unique gateway into Europe’s second-most-watched sport, right after football.
And yes, content is king here. The leagues plan to generate loads of behind-the-scenes media—think player interviews, stadium tours, shared training drills—made to go viral.
The Execs Behind the Vision
The initiative is being steered by two key figures who know a thing or two about building international bridges.
Andy Mitchell, CEO of Serie A North America, and Keith Wachtel, NHL’s President of Business, are the architects. Wachtel summed it up this way:
“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.”
They’re betting on cultural curiosity to fuel new fandom. And they’ve got the timing just right—August is typically low tide for both sports, creating the perfect window for something… different.
What’s Actually Happening? Here’s a Quick Breakdown
In case it all sounds a bit vague, here’s what we know is lined up for Milan this summer:
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NHL stars will train at Serie A club facilities, offering rare crossover footage
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They’ll sit in VIP boxes during high-profile Serie A matches
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Joint media appearances are planned with top footballers
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Co-branded Olympic content will be distributed across both leagues’ platforms
It’s not just fluff—there’s a clear playbook behind it.
A Sneaky Olympics Marketing Move?
Let’s be real—this is Olympics marketing dressed in sports-crossover clothing.
By activating months ahead of the opening ceremony, both leagues are jumping the queue for fan attention. And they’re doing it smartly—by leaning into authenticity instead of just plastering logos across banners.
Italy isn’t new to hockey, by the way. Though it lags behind its European neighbors, the country does field a national team and has a growing domestic fanbase. Pairing this with Serie A’s reach makes the joint venture more than a gimmick.
Even better, they’re not just targeting die-hards. This is for the casuals too—the curious soccer fan who’s never watched hockey, and the hockey junkie who still calls soccer “that sport where nobody scores.”
What the Numbers Say About Fan Crossover
Here’s where it gets interesting. According to data from Nielsen Fan Insights (2024):
| Sport | Italy Avg. Viewership | U.S. Avg. Viewership | Crossover Fan Interest (%) |
|---|---|---|---|
| Serie A | 5.8 million | 910,000 | 12% of NHL fans follow Serie A |
| NHL | 320,000 | 4.6 million | 9% of Serie A fans watch NHL games |
That’s not nothing. It’s just enough of a shared audience to build from. And with streaming platforms making global content easier to access, those percentages are expected to climb.
Don’t Expect This to Be a One-Off
People in the know say this is just the start.
Sources inside both organizations hint that this Milan activation is a test run. If it works, expect more of these “two-sport takeovers” at other major global events—maybe the FIFA World Cup in North America in 2026 or even NHL preseason events in Europe.
There’s also speculation that players themselves might become unofficial ambassadors. Imagine seeing an Inter Milan midfielder tossing a puck on social media, or an NHL goalie posting from inside the San Siro locker room. Stranger things have happened.
Fans React: “This Feels Odd… But Fun”
Not everyone’s convinced. Some die-hard fans are scratching their heads. “I love both sports, but this feels like trying to mix pasta with poutine,” one Reddit user quipped.
Still, most reactions are warm. On X (formerly Twitter), the vibe was curious optimism:
“Two sports I love, finally acknowledging each other. Can’t wait to see a hockey player try to nutmeg someone,” wrote @PuckToPitch.
“This is either genius or a marketing mess, but I’m into it,” posted @ACMfan44.
Could It Actually Work Long-Term?
The key will be whether this summer’s events create real engagement or just surface-level buzz.
If NHL fans start following Serie A matchdays—or vice versa—this could open a new chapter in cross-league marketing. If it fizzles, well, at least they’ll have some nice Instagram reels.
One thing’s clear: Both leagues are tired of playing on home turf alone.
