The NHL is expanding. Commissioner Gary Bettman announced following a Board of Governors meeting that the league has entered into an agreement with the Friedkin family to explore expansion into either Houston or Austin, Texas. The deal framework represents roughly a $3.5 billion investment, and the league's goal is to finalize talks and secure Board of Governors approval by the end of 2026, with a target of playing the first game by the 2029-30 season. For hockey card collectors, this is a seismic event that will reshape the hobby for years to come.
The Details of the NHL Expansion Plan
The Friedkin family, led by billionaire Dan Friedkin, already owns two professional sports teams: Italian soccer club AS Roma and English Premier League club Everton. Their $3.5 billion investment would cover both the expansion fee paid to the league and the construction of a brand-new arena, since neither Houston nor Austin currently has a suitable NHL-ready building.
Bettman confirmed that the Dallas Stars hold no territorial rights that would block another Texas franchise, and he speculated the Stars would welcome the development as a boost for hockey in the state. The BOG did not formally vote on the matter, but the Executive Committee endorsed the framework.
A six-month exploration phase will determine which city makes the most sense. Deputy Commissioner Bill Daly offered a more concrete timeline, stating the goal is to finalize talks by the end of 2026, with a target of playing the first game by the 2029-30 season. Some league insiders have pointed to the 2030-31 campaign as the more realistic debut year.
Houston vs. Austin: Two Very Different Markets
The choice between Houston and Austin represents two fundamentally different expansion philosophies:
Houston is the obvious pick on paper. It boasts a metropolitan population of roughly 2.3 million, more than double Austin's. It already functions as a major sports hub with NFL, NBA, and MLB franchises. The city has hockey history, having previously hosted minor league and AHL teams. Board of Governors Chair Jeremy Jacobs has reportedly had Houston at the top of his preferred expansion list since the turn of the millennium.
Austin tells a completely different story. The state capital is experiencing explosive growth, attracting tech industries and new wealth. Most importantly, Austin has no MLB, NBA, or NFL teams — the only major professional sports presence is MLS. An NHL franchise would not have to compete for attention in a crowded market. It would be a "pure play," similar to what the Vegas Golden Knights enjoyed when they launched in 2017 and immediately captured the city's sports identity.
Agent Allan Walsh, one of hockey's most prominent player agents, tweeted "NHL expansion is coming" and identified both Houston and Atlanta as likely destinations. Atlanta has previously had two NHL teams — the Flames (1972-1980) and the Thrashers (1999-2010) — both of which relocated. However, Bettman has stated that past failures will not deter future expansion to Atlanta.
How NHL Expansion Impacts Hockey Card Values
NHL expansion affects the hockey card market in several significant ways:
1. Expansion Draft Creates New Card Demand
When the NHL holds an expansion draft, existing teams must expose a certain number of players, and the new franchise selects from those exposed players. This means established players will suddenly be wearing new jerseys, creating demand for their cards in new team colours.
The Vegas Golden Knights expansion draft in 2017 demonstrated this effect. Players like Marc-Andre Fleury, Jonathan Marchessault, and William Karlsson saw increased card demand after being selected by Vegas. The same will happen with the new Texas franchise.
2. New Rookie Cards and First-Round Draft Picks
An expansion team receives draft picks, including high first-round picks. The first-ever draft pick of the new franchise will have immediate card value, similar to how Cody Glass (Vegas's first draft pick in 2017) and Shane Bowers (Colorado's pick that Vegas traded for) saw their cards generate collector interest.
The first rookie card of the new franchise's first draft pick will be a modern rarity — a card that commemorates the birth of a new NHL team. Collectors who can identify and acquire these cards early will benefit from the historical significance.
3. Increased Overall NHL Card Market Interest
Expansion grows the NHL's footprint, which grows the hockey card market. When the league adds a team in Texas — a state with over 30 million people — it introduces hockey to millions of potential new fans. Some of those fans will become card collectors, increasing demand across the entire hockey card market.
This is particularly relevant for Canadian collectors holding hockey cards. An expanded market means more potential buyers for your cards, which supports higher prices over time.
4. Historical Comparison: Vegas Golden Knights
The Vegas Golden Knights entered the NHL in 2017-18 and immediately reached the Stanley Cup Final. Their success story generated enormous interest in hockey cards, particularly for Golden Knights players. The team's "pure play" market position — no other major sports franchises competing for attention — was a key factor in their rapid fan adoption.
If Austin gets the franchise, a similar dynamic could play out. Austin's lack of MLB, NBA, and NFL teams means an NHL franchise would capture the city's sports identity in a way that Houston's franchise — competing with the Texans, Rockets, and Astros — could not.
Hockey Cards to Watch During NHL Expansion
While the new franchise's players are not yet known, Canadian collectors can position themselves by focusing on:
Current NHL stars who may be exposed in the expansion draft. Every team must protect a limited number of players, meaning some established veterans will be available. Cards of these players in their current team colours may become "last team" cards, which can carry premium value.
Top prospects in the 2027 and 2028 NHL drafts. The new franchise will have high draft picks in these years. Identifying the top prospects now — before they are drafted by the expansion team — allows collectors to acquire cards at pre-expansion prices.
Upper Deck hockey card products. Upper Deck is the exclusive NHL trading card licensee, and they will produce expansion-themed card sets. These sets typically include special expansion draft cards, inaugural season cards, and team logo cards that become collectible over time.
Building Your Hockey Card Collection Ahead of Expansion
Card Source Canada has 402 active hockey cards in stock, making it the largest category in our inventory. With affordable shipping — $1.50 for the first card, $0.50 for each additional, and free shipping on 5+ cards — Canadian collectors can build their hockey card portfolios cost-effectively.
Browse our full selection of hockey cards today. Whether you are looking for stars like Cale Makar, Sidney Crosby, or Alex Ovechkin, or building a broader collection across all 32 (soon to be 33) NHL teams, Card Source Canada has you covered.
The Canadian Collector's Advantage
Canadian hockey fans have a natural advantage in hockey card collecting. Hockey is Canada's national sport, and Canadian collectors have deep knowledge of players, teams, and trends that international collectors may lack. This knowledge translates to better buying decisions and stronger collections.
As the NHL expands into Texas, the global hockey card market will grow. Canadian collectors who build their collections now — before the expansion-driven demand increase — will be well-positioned to benefit from the market growth.
Key Takeaways
- The NHL is expanding to Houston or Austin with a $3.5 billion investment, targeting the 2029-30 or 2030-31 season
- Expansion drafts create demand for cards of players selected by the new franchise
- The first draft pick of the new team will have historically significant rookie cards
- Texas expansion grows the overall hockey card market by introducing millions of new fans
- Canadian collectors should build hockey card portfolios now, ahead of expansion-driven demand
NHL expansion is one of the most significant events in the hockey card market since the Golden Knights entered the league in 2017. For Canadian collectors, the message is clear: the hockey card market is about to get bigger, and those who build their collections before the expansion will be the ones who benefit most.
