On Saturday, September 20, 2025, Florida Panthers forward Matthew Tkachuk made an appearance on ESPN's "College GameDay" as the celebrity guest picker, joining the crew in Coral Gables, Florida, ahead of the University of Miami vs. University of Florida game. Tkachuk, known for his energetic and funny personality, was a natural in front of the camera and made a memorable impression on the football-first crowd. He confidently picked the Hurricanes to win, waving a Miami Hurricanes hockey jersey.

Tkachuk's appearance provided a valuable opportunity for the NHL to reach a broader audience and capitalize on his rising star power. However, the league appeared to have missed the mark in leveraging this high-profile exposure to promote hockey and engage new fans.

Tkachuk's "College GameDay" moment follows February's 4 Nations Face-Off, which put Team USA in the spotlight and energized fans. With the 2026 Winter Olympics approaching, where NHL players will participate for the first time since 2014, there's a feeling of momentum for hockey.

Despite Tkachuk's successful appearance, the NHL's failure to capitalize on the opportunity represents a missed chance to grow the game. The league could have implemented several strategies to maximize its impact, such as running targeted ad campaigns during the show, promoting Tkachuk's appearance and hockey-related content on social media, and offering special promotions or contests to "College GameDay" viewers.

Looking ahead, the NHL can learn from this experience and develop a more proactive approach to leveraging similar opportunities in the future. By working closely with its star players and strategic partners, the league can effectively reach new audiences, build brand awareness, and drive long-term growth for the sport.