The NHL’s expansion race is beginning to take shape, and the conversation is no longer limited to whether the league will grow. Instead, the focus is on where hockey’s next billion-dollar franchises will call home.
Houston and Austin remain under review as part of the NHL’s Texas exploration, but insiders are already looking beyond that process. One of the sport’s most influential player agents has now pointed to what he believes is the league’s long-term roadmap.
Houston, Atlanta Leading NHL’s Expansion Push
Player agent Allan Walsh stirred fresh discussion after weighing in on reporter Jennifer Streeter’s breakdown of the NHL’s expansion outlook.
Streeter highlighted how updated media-market data gives Houston a commanding advantage over Austin, prompting Walsh to make a bold prediction on X: “NHL expansion is coming. Houston and Atlanta.”
His statement looks beyond the league’s current feasibility study in Texas.
While the NHL continues working with billionaire Dan Friedkin’s ownership group to evaluate Houston and Austin, Walsh believes that decision is only the opening chapter of a larger expansion plan.
Around the league, many now view Houston as the favorite for franchise No. 33, with Atlanta positioned to follow as team No. 34 to balance the conferences.
The business case behind Houston continues to grow stronger. Streeter’s report showed that Houston ranks as the No. 6 television market in the United States, while Austin sits at No. 32. Houston also boasts a much larger population, deeper corporate support, and a stronger regional economy.
These advantages could become even more valuable as the NHL prepares for negotiations on its next U.S. television rights agreement after the 2027-28 season.
League officials have also signaled where the focus currently lies. Deputy Commissioner Bill Daly has indicated that Houston remains the primary target, while Austin continues to be examined as part of the broader Texas evaluation.
Many around the league believe Austin’s inclusion allows the NHL to complete a thorough market review while also creating leverage during future arena discussions.
Walsh’s projection also shows the enormous financial stakes attached to expansion. On his Agent Provocateur podcast, he previously suggested that the next expansion fees could reach $1.5 billion per franchise.
“It’s not a question of ‘if’, it’s a question of ‘when’ for the next NHL expansion process, and we will reach 34 teams,” he said. “I predict that the price to pay for each of the two new franchises will be $1.5 billion for the franchise purchase, more than double what Seattle had to pay in 2021.”
At that price, the NHL is expected to prioritize cities capable of delivering major television audiences, corporate partnerships, and long-term revenue growth.
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If Houston ultimately lands the Western Conference expansion team, Atlanta would naturally fill the corresponding Eastern Conference spot.
No official expansion announcement has been made, but Walsh’s comments show an idea that continues to gain traction across the hockey world.
The Texas evaluation may decide the league’s next destination, yet the bigger picture increasingly points toward Houston and Atlanta becoming the NHL’s next billion-dollar franchises.
