WalletHub’s annual study of 75 U.S. municipalities used 21 metrics — including ticket affordability, arena capacity, and recent team performance — to identify the most passionate hockey markets across the country.
Boston, home of the storied Boston Bruins, captured the top spot, buoyed by the franchise’s historic success, a valuation that ranks the team among the league’s most valuable, and a fan base that dominates social media engagement.
Top Hockey Markets
Close behind, Sunrise, Florida, climbed to fifth place, driven by the Florida Panthers’ recent back‑to‑back Stanley Cup championships in 2024 and 2025, a feat that has amplified local interest and attendance.
Tampa, Florida, secured the eighth position, reflecting the Tampa Bay Lightning’s three championship titles, including consecutive wins in 2020 and 2021, and the city’s growing youth hockey programs.
The study also notes that Boston’s collegiate scene contributes to its hockey pedigree, with Boston College, Boston University and Northeastern each capturing multiple NCAA titles, underscoring the city’s deep talent pipeline.
The Business of Fan Engagement
For brands seeking to tap into this demographic, the data offers a roadmap for targeted marketing, with high‑visibility platforms such as HBO Max and Amazon Prime already leveraging regional fan enthusiasm in their advertising strategies.
The findings also suggest that municipalities with strong hockey cultures may see increased tourism and local spending on game‑day activities, reinforcing the sport’s economic footprint beyond the rink.
Analysts Chip Lupo and Samantha Neely, who helped compile the data, said the rankings illustrate how on‑ice success, affordable fan experiences, and community investment converge to create vibrant hockey ecosystems.
As the sport continues to expand its national footprint, the interplay between on‑ice achievement and fan‑centric economics promises to keep hockey at the forefront of American sports culture.