The 2025 NHL Winter Classic, marked by its rich tradition of outdoor hockey, will be played at the historic Wrigley Field on December 31. The game, featuring the Chicago Blackhawks against their rivals, the St. Louis Blues, brings excitement as it returns to the iconic baseball venue for the first time since 2009.
This year, the NHL has made the bold decision to shift the Winter Classic from its traditional New Year’s Day spot to New Year’s Eve at 4 p.m. local time to avoid a scheduling clash with college football bowl games. The idea behind the change, as expressed by NHL president of content and events Steve Mayer, is to capture more viewers by providing a dedicated broadcasting window unencumbered by competition. Given the league’s aspirations, Mayer stated, "We want to make sure we’re leaning in to Wrigley as a character of this event," emphasizing the unique atmosphere the venue provides.
Despite the stellar location, recent history shows the event's ratings have fluctuated significantly. Warner Bros. Discovery’s TNT, which acquired NHL media rights from NBC in 2021, has yet to surpass two million viewers for past Winter Classics. The previous year’s matchup between the Seattle Kraken and the Vegas Golden Knights averaged only 1.1 million viewers—an all-time low for the storied event.
With this decline, TNT is strategizing to captivate both hockey fans and casual viewers alike. Craig Barry, WBD Sports EVP and chief content officer, believes the New Year’s Eve game presents opportunities for broader audience engagement. "I would argue it becomes a little bit of a larger celebration on New Year’s Eve," said Barry. This sentiment reflects the network's focus on boosting viewership by courting casual fans who may not typically tune in for regular-season hockey games.
Innovation is another cornerstone of TNT's approach to the Winter Classic broadcast. The network plans to implement new production features, including wireless mics for players and augmented reality elements, enhancing the fan experience by drawing viewers closer to the action on the ice. Barry insists on creating dynamic and immersive productions, stating, "This is how we treat it for the NHL, like it’s a massive celebration." Such advancements aim not only to improve viewer engagement but also to demystify the fast-paced nature of hockey for those who find it challenging to follow.
While the production is set to be cutting-edge, it remains to be seen whether fan interest can be sustained, particularly amid the unimpressive standings of both teams involved. The Blackhawks have struggled with one of the league's worst records this season and have already made coaching changes. Yet, the buzz surrounding young star Connor Bedard—who had impressed previously—provides some hope for heightened interest. "Bedard will still play a key role," said Mayer, highlighting how the star's presence can draw attention.
TNT's strategy for the game is not just about presenting hockey; it's about transforming the event and making it accessible. The network aims to engage casual viewers through various rites of the occasion, including unique festive programming around the New Year’s Eve celebrations. Barry expresses confidence, stating, "If we can deliver on the production and the experience, we can capture audiences who may not have watched before."
The upcoming Winter Classic, as part of the league’s broader goal to increase engagement, is expected to be filled with iconic moments and visuals. The choice of Wrigley Field serves as more than just backdrop; it is ingrained as part of what makes the event special. "You could put a cellphone out on Wrigley and have iconic shots because it’s Wrigley," said Morgan Weinbrecht Thomas, studio director of NHL on TNT. With plans for live coverage of events outside of the stadium, including performances by popular bands, the setup mirrors the celebratory atmosphere characteristic of Canadian outdoor games.
Nevertheless, whether this event captures the hearts of viewers as intended can only be measured once the puck drops. The NHL's main priority remains to host exciting games with packed audiences, which is clear from the history of successful outdoor events. Seasons past have drawn massive crowds, such as the iconic shows hosted at Fenway Park and Michigan Stadium. The executive team bears the pressure of ensuring viewers stay engaged, propelled by visually stunning designs and thrilling matchups.
Looking forward, the NHL is pondering not just the immediate success of their events but also the long-term growth of the sport. The Winter Classic can serve as both celebratory entertainment and competitive spirit as the league steers toward revitalizing its viewer interest. If TNT can master their broadcast approach, it may signify more than just another game—it could evolve as the modern-day pinnacle of outdoor hockey celebrations.
