The 4 Nations Face-Off has marked a pivotal moment for hockey, showcasing the sport’s growing fanbase and offering valuable insights for brands. As sports leagues face increasing challenges to maintain fan engagement during midseason breaks, the success of this event presents a unique opportunity for advertisers to connect with highly engaged, passionate audiences. This shift in viewership trends signals a critical moment for brands to adjust their strategies and capitalize on emerging opportunities in the ever-evolving sports landscape.
Why the NHL Pivoted from the All-Star Format
The NHL introduced the 4 Nations Face-Off as a response to declining interest in the traditional All-Star Game. Previously, the league experimented with several formats, including East vs. West, North America vs. The World, and most recently, a divisional 3-on-3 tournament. However, none managed to consistently capture fan enthusiasm and viewership. By replacing a low-effort exhibition with a high-stakes international tournament, the league created a must-watch event that showcased the sport at its best. This move not only reinvigorated fan engagement but also aligned with growing demand for competitive midseason action and the upcoming 2026 Olympics.
Record-Breaking Viewership
The championship game between the United States and Canada drew an average of 9.3 million viewers on ESPN, peaking at 10.4 million—making it the most-watched hockey game ever on the network. Across all four games, the tournament averaged 4.3 million viewers, far exceeding expectations.
Even the preliminary round between the U.S. and Canada was a major success, pulling in an average of 4.4 million viewers on ABC, with a peak of 5.2 million. This made it the most-watched non-Stanley Cup Final hockey broadcast in the U.S. since 2019.
To put this into perspective, the 2023–2024 NHL regular season averaged just 490,000 viewers across ESPN and TNT for its nationally televised games. Even marquee events like the 2024 NHL Stadium Series—one of the most anticipated regular-season matchups—peaked at 1.6 million viewers. The 4 Nations Face-Off easily outperformed typical NHL broadcasts, proving there is a strong appetite for high-stakes, international competition.
NBA All-Star Game Viewership Decline
In contrast, the NBA All-Star Game has been trending in the opposite direction, drawing just 4.7 million viewers this year—a 13% decline from the previous year and the second-lowest viewership in the event’s history. The lack of competitiveness and player effort has been a major point of criticism, raising questions about the format’s long-term viability.
NFL Pro Bowl’s Continued Struggles
The NFL has also faced midseason challenges with the Pro Bowl. Viewership and fan engagement have steadily declined, leading the league to pivot to a flag football format in an attempt to revive interest. While these changes have generated some novelty, the game still lacks the excitement and competitiveness needed to truly captivate audiences.
Implications for Other Leagues and Advertisers
The overwhelming success of the 4 Nations Face-Off proves that fans crave meaningful, high-stakes competition—even during midseason breaks. This should push leagues like the NBA and NFL to rethink their current All-Star formats. Instead of exhibition-style games with little to no competitive intensity, leagues could implement tournament-based structures, regional competitions, or even international matchups to reignite fan interest.
Why This Matters for Butler/Till
For advertisers and media buyers, these trends signal a shift in where sports audiences are most engaged. Butler/Till can leverage this insight by guiding clients toward emerging high-viewership opportunities in sports—beyond the traditional tentpole events such as the Superbowl. As traditional All-Star formats struggle, investments in international competitions, new hockey properties, and innovative midseason events could drive stronger returns.
The 4 Nations Face-Off wasn’t just a win for hockey—it was a game-changing moment for sports entertainment, showing that midseason breaks can become prime real estate for brands looking to connect with passionate, engaged fans.
Contributors: Andrew McClelland
