The Rise of Hockey in Non-Traditional Western Markets: Vegas, Salt Lake City, and Anaheim

Since Gary Bettman took the reins as commissioner in 1993, the NHL has expanded its reach beyond traditional markets, bringing hockey to unexpected corners of the United States. What began as a bold vision has blossomed into a reality, with 32 teams now in the league, ten of which thrive in non-traditional markets. The success of these franchises has helped reshape the narrative, as evidenced by the fact that five of the last six Stanley Cup Champions emerged from these regions.

The Vegas Golden Knights stand out as a testament to Bettman’s vision. Established in 2016, the Knights made an immediate impact, clinching a playoff spot in their inaugural season and capturing the Stanley Cup just five years later. As of 2026, they are no longer the league’s newcomers, especially with the recent relocation of the Arizona Coyotes to Salt Lake City, giving rise to the Utah Mammoth.

In a thrilling postseason matchup, the Golden Knights faced off against the Mammoth in their first-ever playoff run. The series showcased the Mammoth’s potential, as they pushed the seasoned Knights to their limits before being eliminated in six games. Despite the outcome, the Mammoth left a lasting impression, captivating both their opponents and the home crowd.

Defenseman Noah Hanifin expressed his admiration for the atmosphere, stating, “It was a really cool experience playing there; it was a pretty rowdy building. I think it’s good for the league. It’s good for the game, and there’s a bright future there.” Forward Brett Howden echoed these sentiments, noting the enthusiasm of the fans: “The crowd is so good. They’re really into the game, which is really fun.” The unique design of the arena, with fans close to the action, added to the electrifying experience.

During the postseason, the Delta Center embraced the Mammoth spirit, providing rally towels to every fan, creating a vibrant atmosphere reminiscent of the White Out in Winnipeg. Howden remarked, “It kind of had the same vibe,” highlighting the palpable excitement that enveloped the arena.

Following their series win, several Golden Knights players reflected on the significance of witnessing a team’s inaugural playoff journey. They drew parallels between the Mammoth’s experience and their own early days in Vegas. Hanifin recalled, “It was awesome, it was really cool to see,” while Howden reminisced about the excitement he felt as a visitor in Utah, saying, “It’s even better as a home team playing here.”

As the Golden Knights prepare to face the Anaheim Ducks in the Second Round, they look forward to returning to one of the league’s original non-traditional markets. The Ducks, who joined the NHL in 1993, are making their first postseason appearance since 2017, showcasing the enduring appeal of hockey in Southern California. Howden noted the vibrant atmosphere in Anaheim, stating, “I’ve seen some of the games in Anaheim, and it looks like they’ve got a great crowd.”

Note: This recap is an independently written summary based on publicly available reporting.