Why The EIHL Is Great

When you think of common sports played across the UK, the same few will come to mind. Football and rugby dominate participation numbers while others like golf and tennis hold their own too. From the outside looking in, ice hockey isn't seen as one of the big few sports

But it should be...

One of the clearest ways showing that support is on the rise can be seen in the EIHL. Attendances are on a steady rise year-on-year. In the 2024-25 season, the league recorded 1,247,972 spectators in total, the highest in its 22-year history. That works out to an average of about 3,660 fans per game, which again, was a record. Seven out of ten teams increased their attendance compared to the season before.

To put that into perspective, many people assume that smaller or non-“big league” sports in the UK cannot generate strong turnout; yet the EIHL regularly draws large crowd numbers, especially during big matches over the Christmas / New Year period. As seen in the 2023-24 season, where more than 80,745 fans attended 20 games around that period, averaging 4,037 fans per game.

These are not dull and casual groups of spectators: they are vocal, dedicated, invested. The EIHL’s fan survey in 2022-23 received nearly 7,000 responses, showing that more than 50% of fans are season ticket holders and that many attend nearly every home game. Large numbers travel away regularly. Not to mention the infamous Playoff Finals weekend. Held each year in Nottingham, fans of each of the ten teams gather for a party while four sets of fans cheer on their team for the chance to win the last contested trophy of the season.

The demographic data is interesting. Average fan age is about 38, and the split is closer to 60% male, 40% female—much more balanced than many assume. Clubs are open and welcome to everyone, again as seen at any Playoff Finals Weekend, where supporters welcomely drink and party with each other while sharing the same venue for two days and four matches. This could not be replicated in most sports. Imagine Manchester United and Liverpool fans drinking in the same bar or Rangers/Celtic just hours before a cup final. It would simply never happen.

Rivalries and intensity

If numbers show scale, the rivalries show heart. The EIHL may lack the financial muscle compared to European teams (as seen when teams compete in the CHL), or the global branding of the NHL. The tensions on ice often rival those in more “mainstream” contexts. Steelers v Panthers on Boxing Day: this is historic, old-school, and always draws big interest. For instance, on Boxing Day in the 2024-25 season, Sheffield vs Nottingham pulled in 9,638 fans—one of the largest attendance figures of the season overall.

These rivalries are the lifeblood of the league. They generate big crowds, media interest (at least locally), electric atmospheres. They often decide titles and trophies: in the 2022-23 season, the Belfast Giants pulled off a “Grand Slam” (winning the regular league, the playoffs, and the Challenge Cup) by defeating rivals Cardiff Devils who stopped the Giants granslam attempts twice prior and once after in 2025.

A special mention to the Scottish derbies. Again over the holiday period and especially on Hogmanay. Dundee, Glasgow and a rejuvenated Fife Flyers. Over the years they've played in the same conference and now the same Challenge Cup group. While it often comes down to the wire for which of the three can take the last remaining playoff spaces. No time was wasted already this season, as Dundee head coach Marc Lefebvre sarcastically bowed to the Fife fans after victory in their first meeting.

Belfast Giants - the most important team in hockey

The Belfast Giants are, in many ways, the embodiment of what is great about the EIHL. Their story is one of passion, community, identity, and success.

Founded in 2000 only two years after the end of the troubles, they became the first professional ice hockey team on the island of Ireland. In a country where sport often defines a person's politics and possibly religion, the Giants became a shining light of neutrality and hope. Teal was picked by mixing blue and green, anthems wouldn't (and still aren't) played before games and a club motto to be decided - "In the land of the Giants, everyone is equal". A new venue had just been built, the (Odyssey) SSE Arena, a modern venue fit to provide arguably the best atmosphere in the league. The Giants have consistently cultivated a strong local following. Most games sell out to a crowd of between 6/7,000.

Belfast has established itself in the hockey world. In 2010 they hosted the NHL's Boston Bruins in a challenge match. While the Bruins won 5-1 and would ultimately go on to be Stanley Cup champions, their season started in Belfast. in 2013, the World Police and Fire Games made Belfast their home as a steady crowd welcomed teams from different countries including NI's own Tridents team. Two years later, the NCAA announced that Division One hockey would be played outside the US for the first time with the place of choice to be Belfast. This has lead to a number of exciting players signing for the Giants such as Scott Conway and Darcy Murphy. Other EIHL teams have taken advantage of this such as Panthers' Tim Doherty and Mitchell Fossier who played for Maine in 2017. To add further depth, in 2017 the SSE hosted Division 1B hockey as Team GB took gold and further proof that hockey doesn't divide people in Northern Ireland.

Anyone can be a hockey fan

These are not dull and casual groups of spectators: they are vocal, dedicated, invested. The EIHL’s fan survey in 2022-23 received nearly 7,000 responses, showing that more than 50% of fans are season ticket holders and that many attend nearly every home game. Large numbers travel away regularly. Not to mention the infamous Playoff Finals weekend. Held each year in Nottingham, fans of each of the ten teams gather for a party while four sets of supporters cheer on their team for the chance to win the last contested trophy of the season.

The demographic data is interesting. Average fan age is about 38, and the split is closer to 60% male, 40% female—much more balanced than many assume. And while the Financial Times may write absolute nonsense about the female hockey community, anyone who attends a game can see that they are most certainly real fans who give up their time and spend money to follow their team.

Underrated by Big Media, But Growing

Despite all that, the EIHL remains underrated in broader UK sports coverage. Big media outlets like Sky Sports rarely give it exposure. Matches are not always televised nationally, deals with Premier/Viaplay Sports are inconsistent. The only regular coverage that exists are highlights on YouTube. It has only been post-Covid 19 that each team in the league offered a webcast to watch matches online.

It is clear to see which sports dominate both viewer and media attention. Ice hockey is niche in comparison. Even though its fans are deeply committed, there isn't a fair reflection within the mainstream coverage. A change in this could quickly open a door to further growth for the sport nationally.

Still, the numbers argue that the EIHL is punching above its weight in comparison to other European leagues. In the 2023-24 season, EIHL was placed 7th in Europe for average attendance, better than leagues like the Austrian/EBEL, Slovak Extraliga and French Ligue Magnus in some metrics. Also, Sheffield Steelers, Belfast Giants are in the European Top-50 for club attendances. Combining this with the incredible fanbases each team has shows there is so much potential for the future of the EIHL. Both these teams have provided excellent Champions Hockey League appearances in recent years as the Giants narrowly missed out of a knockout space in 2023. A year later the Steelers would go a round further before defeat to Berlin.

The EIHL proves that passion, community, and identity still matter deeply in sport. The Giants are a case study in building a fan base, consistent success, and a strong, inclusive identity. They have created something meaningful and exciting. For big media outlets to overlook this league is a missed opportunity. There’s narrative, there’s drama, there’s growth, there’s audience. As the EIHL’s attendances break records, fans flock back, rivalries intensify, it’s time mainstream coverage caught up. More consistent coverage in national media could attract sponsors and bigger audiences. The EIHL is great and it is a great time to be a fan of an EIHL team.