The National Hockey League is looking toward expanding again — this time with its sights set on Texas. 

Nothing official has been voted on yet, but according to an article by Dan Rosen on the league’s official website, the NHL has reportedly identified Austin and Houston as potential candidates. While starting another NHL team in Texas, particularly in a city like Austin without an established professional team of this scale, may seem daunting, the belief that a hockey team could thrive in Austin is not unfounded.

The University of Texas hockey club has performed well over the past three years, winning the club’s first league title, as well as reaching its first regional and national competitions within the last three seasons. The recent successes have helped lead to a boost in fan recognition, although the club is not affiliated with the NCAA.

“I look at pretty much every game we’ve played last year, and I don’t think there was a single one that wasn’t sold out,” senior defenseman Lucas Robins said. “Then I look at the (Texas) A&M game, for example, and we’ve had fans travel to College Station. We always have a massive waiting list for that game; it’s usually around 600-700 people.”

The support from the community isn’t limited to in-person attendance, as the team’s online following has grown in recent years as well. The team account now has over 24,000 followers, multiplying by roughly seven times over the past three years, according to Robins.

“It’s good to be able to spread the game,” Robins said. “On the East Coast, club hockey isn’t a big deal. Down here, when we don’t have a D1 or D3 hockey team, it becomes a much bigger deal.”

Even outside of collegiate sports, hockey still has established roots in Austin. The H-E-B Center, located in Austin’s suburb of Cedar Park, is home to the Dallas Stars’ minor league affiliate, the Texas Stars. Since joining the American Hockey League in the 2009-10 season, the Texas Stars have won a Calder’s Cup, produced a pair of AHL MVPs and had a recent uptick in fan interest.

“Our average attendance has gone up each of the last four years, but … we have double-digit sellouts each of the last few years as well,”  said John Peterson, director of broadcasting and media relations for the Texas Stars. “It’s definitely a testament to not only hockey’s growth in Texas, … but also our ability to relate to our fans with different draws.”

The Texas Stars organization has also earned multiple awards for its fan relations, including 2024 awards for its fan experience and marketing department as well as an award this year for its merchandising department. The club’s Instagram account, covering the team and its dog, Deke, now sits near 60,000 followers. 

The Stars organization not only markets the team as a developmental site for its NHL parent club, but also to provide a source of entertainment for the casual family, interested in hockey or not, Peterson said. 

“It’s really a wide-ranging marketing effort. … That’s something we’re really proud of,” Peterson said. “Our fans have stepped up and supported the team in so many different ways.”