TORONTO — Rogers’ new reported deal with the National Hockey League to retain television rights allowed it to maintain its hold on the Canadian market for another 12 years beginning in 2026.

Brock University sport management associate professor Michael Naraine says the deal reflects Rogers’ strategy to shape the future of NHL broadcasting in Canada.

Naraine believes the company is positioning itself as a “gatekeeper,” monitoring industry trends before deciding whether to sublease rights to streaming companies such as Amazon.