Having a homegrown hockey player on your local NHL team is more than just a feel-good story.
According to a recent study by the UBC Okanagan, a local player increases home game attendance by 12,000 spectators and boosts team revenue by $4.8 million US.
“This study addresses a critical gap in the literature on fan demand for professional sports,” said co-author Édouard Perron. “By analyzing both attendance and revenue data, this paper is the first to quantify the relationship between local players and fan demand in professional hockey.”
The research defines a homegrown player as one born in the same state or province as the team or within 100 kilometres of the arena where the team plays.
Recently published in the Journal of Sport Economics, the study analyzes 14 NHL seasons (422 individual team seasons) from 2005 to 2018, focusing on the post-lockout salary cap era.
“Where a player is born plays a more central role in fan identity and marketing due to the league’s geographically diverse player development pathways, which differ significantly from those of the NBA or NFL,” said Perron. “Locally born players are prominently featured in promotional materials, serving as relatable figures who enhance fan loyalty and foster community pride.”
The NHL relies more on local revenue sources than other major leagues like the NFL and NBA, which prioritize national TV and media deals. The NHL also uniquely emphasizes birthplace in player profiles and marketing materials.
Perron worked on the paper with Dr. Min Hu, an assistant professor of economics at UBC Okanagan.
“The results underscore the strategic value of investing in and promoting local talent, particularly for teams struggling with comparatively low attendance,” said Dr. Hu. “It’s clear that homegrown players strengthen fan engagement by fostering stronger regional connections, acting as both cultural ambassadors and economic drivers.”
Perron added that it makes "economic sense" to acquire a locally born player because of the tangible economic and attendance benefits.
This means that the study could perhaps be shown to the Toronto Maple Leafs brass, as their homegrown star, Mitch Marner, is expected to go into free agency this summer.
The same could be said to Edmonton Oilers goaltender Stuart Skinner, who will be a free agent in 2026.
