Why has everyone fallen in love with hockey all of a sudden? Milano Cortina 2026 marks a turning point for the sport

It was perhaps expected that curling could become the most watched sport at Milano Cortina 2026. What no one could have predicted, however, was the intense attention on ice hockey. A fast-paced sport, complex in its rules, with extended timelines and at times quite physical, it can only be played by super-athletes with boundless stamina to endure sprints and hits. Yet, in Italy and around the world, hockeymania has erupted.

Milano Santagiulia Ice Hockey Arena

Let’s start with Milano, where the passion for hockey is fueled by the fact that it is one of the few Olympic events actually taking place in the city, alongside figure skating. Speed skating, for instance, takes place at the Milano Speed Skating Stadium, located in Rho Fiera, just outside the city limits. The FOMO of those wanting to be part of the Winter Olympics has therefore channeled attention toward hockey, especially since the group-stage matches offer many more events, triggering a rush for tickets that has made them almost impossible to find. Furthermore, hockey is an exotic sport for Milan in the sense that there is no longer a professional team in the city. Adding to this, the games are held at the Milano Santagiulia Ice Hockey Arena, a brand-new venue poised to become a landmark of Milanese life for both concerts and sports.

The return of NHL players

From a technical perspective, the immense interest in the Milano Cortina 2026 Olympic tournament is primarily due to the return of NHL players, the world’s top league, after two consecutive editions without their participation. This journey, which began in Nagano in 1998, has turned hockey into one of the Winter Olympics’ flagship sports. Underlining this, the men’s gold medal final is the last event on the schedule, an honor traditionally reserved for the most popular disciplines, much like basketball at the Summer Games. While names like Sidney Crosby, Connor McDavid, Auston Matthews, Erik Karlsson, and Sebastian Aho might mean little to the general public, for fans from Canada, the U.S., Sweden, Finland, and beyond, they are the very reason to pack their bags for Italy.

The Heated Rivalry effect

Another factor is the Heated Rivalry effect, a niche series that, thanks to TikTok, has become a global sensation. The series, which tells a love story between two hockey players from rival teams, has turned hockey into a pop phenomenon. Consequently, people who had never watched a hockey game have been drawn to the sport, curious to attend a match—live or on TV. The trend’s success was amplified by timing: its rise coincided perfectly with the Milano Cortina Games, immediately presenting this new audience with a national tournament, easier to follow and more straightforward to cheer for than a professional league.

The jerseys

Last but not least, there’s an aesthetic side to consider: hockey jerseys are the only Winter Olympic uniforms that can seamlessly transition into everyday life. Sportswear that becomes lifestyle. In recent years, we’ve witnessed a powerful comeback of these oversized jerseys—innovative in their choice of materials yet still retaining a traditional touch thanks to mostly vintage-inspired graphics. This perfect combo has even caught the attention of high-fashion brands, inspiring special pieces and limited-edition collections influenced by this unique aesthetic.