Hockey's Rise in Non-Traditional Texas Markets

Local teams and youth leagues drive surge in popularity for the sport in the Lone Star State

Apr. 9, 2026 at 3:26am

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A fractured, multi-perspective painting in the style of Pablo Picasso, breaking a hockey game down into sharp, overlapping geometric planes in the colors of the Dallas Stars and Texas Stars - green, black, and white. The cubist style conveys the dynamic energy and diverse perspectives of hockey's rise in non-traditional markets.The cubist, geometric style captures the dynamic energy and diverse perspectives of hockey's growing popularity in non-traditional Texas markets.Austin Today

Hockey has seen a surge in popularity in non-traditional markets across Texas over the past 30 years, with local teams like the Dallas Stars and Texas Stars, as well as youth leagues like the Austin Metro Hockey Association, helping to expose new audiences to the sport. While rink availability remains a challenge, the growth of hockey in Texas shows no signs of slowing down.

Why it matters

The expansion of hockey into non-traditional markets like Texas, Florida, and California has broadened the sport's appeal and fanbase beyond its historical strongholds in colder regions. This growth highlights hockey's ability to thrive in diverse communities and the success of initiatives by organizations like the NHL and USA Hockey to grow the game.

The details

The Dallas Stars' 1999 Stanley Cup win helped kickstart hockey's rise in Texas, with the team's continued success and the arrival of the AHL's Texas Stars further fueling interest. Local youth leagues like the Austin Metro Hockey Association have also made the sport more accessible by providing equipment and scholarships. However, a lack of available rinks remains a challenge for organizations trying to meet the growing demand.

  • The Dallas Stars won their first Stanley Cup in 1999.
  • The Texas Stars, the AHL affiliate of the Dallas Stars, was founded in the early 2010s.

The players

Adam Powell

A travel hockey director and general manager for The Crossover.

John Peterson

The director of broadcasting and media relations for the Texas Stars.

Ryan McMahon

The president of the Austin Metro Hockey Association.

Angie Vaught

The hockey director for the Austin Metro Hockey Association.

Lucas Robins

The president of the University of Texas hockey team.

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What they’re saying

“Utah has a team now. Florida has won the last two cups … Dallas is one of the top teams in the Western Conference every year. So you have these non-traditional markets that are having success. And whenever there's success, people want to do that sport.”

— Adam Powell, Travel hockey director and general manager for The Crossover

“I expected it to be more of your traditional Southern market where there wasn't a huge following, and I was dead wrong. That's one thing about this area that I think can be misunderstood … You come to a game, and you realize — there's almost 7,000 people in here every night cheering (the team) on.”

— John Peterson, Director of broadcasting and media relations for the Texas Stars

“There's not a single kid who's wanted to play hockey and couldn't afford it that we didn't make it happen somehow.”

— Ryan McMahon, President of the Austin Metro Hockey Association

“You can only sell so much ice. You can only have so many kids playing at a time. But every time a new rink gets built, we fill it, so it's a pretty great thing.”

— Angie Vaught, Hockey director for the Austin Metro Hockey Association

“I think USA hockey as a general body has done a very good job of increasing the appeal for hockey and making it a better system than it (has) been historically. Hopefully, it continues to grow, and especially in Austin, because I think it could be a very strong market.”

— Lucas Robins, President of the University of Texas hockey team

What’s next

As more rinks are built in the Austin area, the Austin Metro Hockey Association plans to continue expanding its youth programs to meet the growing demand for hockey in the region.

The takeaway

The rise of hockey in non-traditional markets like Texas demonstrates the sport's ability to thrive in diverse communities when supported by local teams, youth programs, and infrastructure investments. This growth has broadened hockey's appeal and fanbase beyond its historical strongholds, positioning the sport for continued expansion across the country.