If you’ve ever toggled between the official websites of the NBA and NHL and thought, Wait a minute… haven’t I seen this before? — you’re not imagining things. From identical site layouts and near-identical colour palettes, to a striking synchronicity in fixture times, the resemblance is uncanny. And yet, despite the twin-like digital footprint and eerily matched schedules, the NBA and NHL are entirely separate beasts.
So how did basketball and ice hockey, two vastly different sports, come to share a digital identity and a near-symbiotic calendar? The answer lies in venue logistics, television economics, and a behind-the-scenes digital powerhouse that’s quietly redefined sports media.
Not Owned, But Aligned
Let’s get the headline fact out of the way: the NBA and NHL are not owned by the same company.
The National Basketball Association is governed by a Board of Governors representing its 30 teams, a powerhouse of global sport that has turned the likes of LeBron James and Steph Curry into international icons. Meanwhile, the National Hockey League, composed of 32 franchises, skates to the beat of its own puck, led by long-time Commissioner Gary Bettman.
Different boards. Different priorities. Different fanbases. And yet, the overlap is impossible to ignore.
The BAMTech Blueprint
The real smoking gun behind the uncanny resemblance of NBA.com and NHL.com is a name you’ve probably never heard: BAMTech — now part of Disney Streaming Services.
Originally spun out of Major League Baseball’s digital arm (MLB Advanced Media), BAMTech revolutionised streaming and web presentation for sports leagues. It became the go-to infrastructure provider for live video, stats, mobile apps, and — yes — websites.
Both the NBA and NHL signed deals with BAMTech in the 2010s to unify and upgrade their digital platforms. The result? Websites that look like they were cut from the same cloth — because they were. This shared backend not only keeps costs down but ensures cross-sport consistency for fans who consume both leagues, especially in the U.S. and Canada.
It’s not unlike Netflix powering the backend of both Bridgerton and Formula 1: Drive to Survive — different content, same flawless delivery.
One Arena, Two Worlds
Step beyond the pixels and into the physical arenas, and another reason for the NBA/NHL overlap becomes clear: many teams share venues.
- The New York Knicks (NBA) and New York Rangers (NHL) both call Madison Square Garden home.
- In Los Angeles, the Lakers and Kings share the Crypto.com Arena.
- The Boston Celtics and Boston Bruins cohabitate in the TD Garden.
This kind of arrangement means the NBA and NHL must carefully coordinate schedules to avoid fixture clashes. The result is a remarkable synchronicity — game nights for both sports often fall on the same days of the week, at near-identical times. You’ll rarely find a Celtics game clashing with a Bruins home match, and when the Knicks take the court, the Rangers are usually out of town.
The Power of Primetime
There’s also the role of television. Both leagues thrive in primetime viewing slots, typically in the evening — particularly 7:00 to 10:00 PM local time. Whether it’s a West Coast Lakers game or an East Coast Bruins clash, you’ll find them bumping elbows in the same broadcasting windows.
And with major U.S. networks like ESPN, ABC, and TNT carrying rights for both sports, programming strategy often leads to tightly scheduled — and occasionally staggered — back-to-back coverage. It’s smart broadcasting: maximise eyeballs, minimise overlap, and keep fans locked in from tip-off to final horn.
Digital Doppelgängers, Distinct Identities
- Despite their similarities, the leagues maintain their unique voices.
- The NBA leans into global star power, storytelling, and social media virality.
- The NHL champions tradition, grit, and the purity of the game.
Their websites may look alike, but their content, tone, and audience strategies remain distinct. You won’t see the NHL replicating the celebrity meme culture of NBA Twitter, just as you won’t find the NBA adopting the hushed reverence that surrounds the Stanley Cup.
So, Why Does This Matter?
Because in an era where branding is currency, the NBA and NHL have pulled off a rare feat: shared infrastructure without sacrificing identity. The resemblance might confuse the casual viewer, but behind the scenes it’s a masterclass in operational efficiency and strategic alignment.
They aren’t owned by the same people. They don’t share marketing departments. But they’ve leaned into shared tech, common venue logistics, and broadcast harmony in a way that benefits both leagues — and, more importantly, fans.
So the next time you click through to an NBA box score and then jump over to check Connor McDavid’s stat line, remember: you’re not in a glitch in the matrix. You’re in the future of smart sports media — where competitors can collaborate behind the curtain, and the ice and hardwood somehow coexist on the same stage.
