Is an NHL Expansion Team for Atlanta Feasible?

Laughter abounds when the idea of an NHL team returning to Atlanta is suggested. The history of the area with two failed attempts at ice hockey teams, the Flames and Thrashers, casts a shadow over any hopes of revival. While some argue that a third attempt may finally succeed, the truth is that the area's demonstrated lack of support for professional hockey makes such an endeavor risky.

In this article, we delve into the reasons why Atlanta might struggle to support another NHL team and why it's statistically unlikely, despite the region's significant size and strong media market presence.

The Failed Attempts

The NHL has indeed offered Atlanta two chances to host an NHL team, most notably the Atlanta Thrashers from 1999 to 2011. Sadly, even with a dedicated arena and substantial investment, the Thrashers failed to cultivate a fanbase that lasted. Following their relocation to Winnipeg, the Atlanta area lost another attempt with the Atlanta Hockey Club.

Area residents and local leaders have confirmed a lack of enthusiasm for hockey. Reprising the old saying, “third time’s the charm” does not, and should not, apply to NHL hockey in Georgia. This is because interest in the sport in the region remains abysmally low.

Stadium Challenges

The Thunderbolt Arena, formerly the Philips Arena, faced significant challenges in attracting fans. The venue was in a dilapidated state for much of the time the Thrashers played there. Despite major renovations being conducted in the years leading up to their departure, the venue was unable to generate the interest needed to sustain the team financially or competitively. The demolition of the arena in 2019 left a void that could not be filled by another team’s relocation or expansion.

The management’s failure to position the Atlanta hockey brand in a positive light also contributed to its demise. The Atlanta Thrashers left with a tarnished legacy, their departure marked by the departure of key players and a loss of fan engagement. This gamble did not pay off, and there is little reason to believe it would on a third attempt.

Comparative Successes

Compare Atlanta’s situation to cities that have successfully supported strong NHL teams. Teams like the Tampa Bay Lightning and Nashville Predators have seen the dedication of urban areas come through, aided by management that prioritizes on-ice performance. Both teams were able to build a significant fanbase, maintaining a loyal following even during challenging seasons.

The Florida Panthers provide a similar case. Despite some setbacks, including the departure of key players, they have worked diligently to build a competitive and passionate fanbase. These positives suggest that leadership and fan engagement are crucial for the success of an NHL team in a given area.

Atlanta's Prospects

Atlanta, being the seventh largest metro area in the U.S., offers a promising television market and a sizeable population base. However, without a demonstrated interest in hockey, any expansion or relocation of an NHL team would be a high-risk venture.

Given that the United States' largest TV markets typically have a professional hockey team, the absence of an NHL presence in Atlanta is notable. Additionally, as this is one of the few major U.S. markets in all four major professional sports (NFL, NBA, MLB, NHL) that lacks an NHL team, it underscores the need for the NHL to consider Atlanta thoughtfully.

Although it may seem unfair to Atlanta compared to cities with similar demographics and economic power, the key factor is the current state of hockey enthusiasm and the potential for building a strong fanbase from scratch—an endeavor that, while possible, is far from guaranteed.

In conclusion, whatever the NHL's future plans may be, the immediate likelihood of an NHL team returning to Atlanta appears to be low. Until there is a cultural shift in support for ice hockey, any attempt to bring an NHL franchise to Atlanta would be met with significant challenges.