Ice in the Tropics: How the Panthers and Lightning Made Hockey a Household Sport in Florida
Over the past six consecutive NHL seasons, either the Florida Panthers or the Tampa Bay Lightning have reached the Stanley Cup Final. The Panthers are set to make their third straight appearance and are aiming to win the Cup for the second year in a row. Before them, the Lightning dominated from 2020 to 2022, capturing back-to-back championships in 2020 and 2021. These achievements have helped fuel the sport’s growing popularity in the Sunshine State, with both teams experiencing spikes in attendance and a steady rise in loyal local fans. Still, strong performance alone doesn’t guarantee lasting fan engagement, so how exactly are these teams turning hockey into a household sport in Florida?
The Panthers’ Rise
Ten years ago, during the Panthers’ third game of the 2014-15 season, just around 7,000 fans showed up at Amerant Bank Arena—known then as the BB&T Center. Panthers CEO Matt Caldwell recently reflected on that low attendance, saying, “If you’re watching a professional sports team have crowds like that, it begs the question: Is this even worth it? Is this survival? Should the team be moved?” Looking out into the arena now, empty seats have become a rarity. With the team seeing a 3% increase in fan attendance in the second half of the season, what is driving this renewed appeal?
Arguably, the most surprising moment of the NHL season was the Panthers acquiring left winger Brad Marchand. Having played for the Boston Bruins for 16 seasons, Marchand has built a career defined by accolades, gritty play, and infamous antics, all closely tied to the Northeast and its passionate, often rowdy, fan base. By bringing Marchand to Sunrise, Florida, the Panthers created a buzz around what he could bring to the team, encouraging fans to come see for themselves. True to form, Marchand has proven he fits right in with the rats, bringing a new energy to the Southeast hockey scene.
Additionally, the Panthers aren’t afraid to market themselves beyond the rink, with players like Matthew Tkachuk becoming recognizable faces on billboards, television shows, and ad campaigns. On the topic, he’s shared, “I just try to have fun with it, show my personality a little bit. I try to find the right brands to work with, find the right fit.” With support from NBA star Jimmy Butler and appearances on the NBA on TNT panel, Tkachuk has introduced hockey to fans of a different sport, helping to attract a diverse range of new audiences. More recently, while on The Tonight Show with Jimmy Fallon, Tkachuk shared both heartwarming and humorous stories— like getting into a fight within the first nine seconds of the 4 Nations Face-Off and the bond of brotherhood on the ice. Tkachuk’s eagerness to participate in other projects allows fans to see the person behind the helmet, making more people inclined to support the team.
From the Arena to the Neighborhood
The Lightning’s attendance may not have surged, but their fan base remains reliably steady. Over the past few seasons, the team has averaged just over 19,000 fans per game—filling nearly 90% of the arena’s capacity. This consistency speaks to a dedicated community of fans in Tampa Bay, despite being in a non-traditional hockey market. With players who share the passion of their fans and through meaningful community engagement, the Lightning have inspired locals not just to watch hockey, but to play it.
During their cup runs, many of the Lightning’s talents were with the team since their draft, including Victor Hedman, Nikita Kucherov, Brayden Point, Steven Stamkos, and Andrei Vasilevskiy. Hedman, in particular, has been adamant about remaining in Tampa, saying, “Hopefully, when it’s all said and done, I’d like to retire as a Bolt,” showing his commitment to the team. Last summer, the defenseman signed a four-year, $32 million extension, setting him up to become the first Lightning blueliner to play over 1,000 games in the NHL. When players express genuine loyalty to their teams, it deepens fans’ emotional connection to the franchise—making them more likely to stay engaged and keep filling the arena.
The Lightning not only ensures fans have an exciting experience inside the arena, but they’re equally committed to making an impact beyond it. The Guide the Thunder program, for example, features both rookie and veteran players mentoring schoolchildren in the Bay Area—introducing them to the sport, providing lessons, and even equipping them with their own gear. Former Lightning player Jason Cullimore shared, “I think it’s great because these kids usually don’t get exposed to hockey,” highlighting how the program opens new doors for students in Florida. As a result, more children and their families become regular attendees and viewers of the games.
While some NHL fans argue that the Panthers and Lightning benefit from playing in an income tax–free state, both teams have worked hard to build a growing fan base in a region where hockey has historically been overlooked. From local outreach to global recognition, both teams have preserved and continue to elevate their legacies. With the Panthers preparing to head to Edmonton for Game One of the Stanley Cup Final, there will undoubtedly be some chilly—but proud—Florida fans in the crowd cheering on their team. As both teams continue to thrive, they’re helping put hockey firmly on the map in the Sunshine State.
