The NHL is exploring unconventional partnerships to expand its fan base, with the league’s content chief collaborating with the producer behind a popular British game show to explore potential crossovers. The move signals an effort to engage younger or non-traditional audiences through entertainment formats that may not typically align with hockey. While details remain scarce, the collaboration hints at a broader strategy to blend sports and pop culture in innovative ways. Fans and analysts will be watching to see how such an unlikely pairing could reshape the league’s media presence.

Constantly looking for ways to expose the NHL to new and different audiences, Steve Mayer, the NHL’s President of Content and Events, reached out to Claire Adams, executive producer of “The Price Is ...