Homegrown Heroes: The Impact of Locally Born Hockey Players on Attendance and Revenue in the National Hockey League

This study examines the impact of locally born players on team attendance and revenue in the National Hockey League (NHL). Using data from 31 NHL teams from 2005 to 2018, the study employs a refined definition of locally born players and explores alternative definitions to ensure robustness. Each additional locally born player completing a full season is associated with an increase in home game attendance by approximately 12,000 spectators and $4.8 million in additional revenue. These effects are consistent across geographic regions, including traditional and non-traditional hockey markets. The findings underscore the value of investing and promoting local talent, particularly for teams with lower attendance levels. By fostering stronger community connections and regional loyalty, locally born players enhance team identity, boost fan engagement, and increase game demand. This study provides actionable insights for team management and marketing while advancing the understanding of fan demand dynamics in professional hockey.