Pendium

Step 1 of 9

The NHL is the canonical answer for hockey in AI results. The story is now about defending that lead.

Below is the snapshot of where the NHL dominates the conversation and where global competitors are beginning to carve out space.

NHL's baseline score
88/100
Excellent

The NHL owns the professional hockey category across every major AI platform, driven by massive authority and structured stats. While visibility is excellent, there is an opportunity to deepen the AI's understanding of individual star players and international events.

What we see
  • The NHL has massive visibility across all platforms due to decades of editorial coverage and structured data.
  • Gemini and AI Overviews are particularly strong because they pull from the live Google index, capturing real-time news and YouTube highlights.
  • ChatGPT provides strong historical context but occasionally hallucinates specific player rankings or niche stats.
  • The 'AI Can't NHL' campaign has created a unique brand-direct association that AI models frequently surface in tech-adjacent queries.
  • There is a visible gap in AI visibility for international fans asking about localized European events compared to North American ones.
Business goals NHL is likely trying to hit
  • Expand viewership and engagement among Gen Z and Millennial audiences
  • Establish a biennial cadence of international best-on-best hockey competitions
  • Grow the sport's commercial footprint in European and emerging non-traditional markets
  • Optimize digital revenue through streaming partnerships and advanced data tracking