Rogers playing long game as gatekeeper with NHL rights deal, professor says

By Canadian Press on April 1, 2025.

TORONTO — Rogers’ new reported deal with the National Hockey League to retain television rights allowed it to maintain its hold on the Canadian market for another 12 years beginning in 2026.

Brock University sport management associate professor Michael Naraine says the deal reflects Rogers’ strategy to shape the future of NHL broadcasting in Canada.

Naraine believes the company is positioning itself as a “gatekeeper,” monitoring industry trends before deciding whether to sublease rights to streaming companies such as Amazon.

The deal is reportedly worth US$7.7 billion (C$11 billion), more than double the current rights deal between Rogers and the NHL, which was worth C$5.2 billion over 12 years and is set to expire next year.

Rogers, which owns the Sportsnet network, was expected to face competition from Amazon for rights in the Canadian market.

Amazon is in the first of a two-year deal to stream Monday night NHL games in Canada on its Prime service through an agreement with Rogers.