What Latest NHL Expansion Buzz Means for Atlanta

The wheels of expansion have found traction, with the NHL announcing the possibility of a second team in Texas — either in Houston, the long-time speculated expansion city, or Austin, Texas’ capital. At the same time, action is underway to include Atlanta in the expansion race.

According to Forsyth County News, a local newspaper that serves the suburbs north of Atlanta, Krause Sports and Entertainment, led by Vernon Krause, is preparing to break ground on The Gathering at South Forsyth, a development project that would include an indoor arena. The Krause group has also recently been approved for a permit to build a community ice center that would include an NHL practice facility. 

A competing arena in Alpharetta, Ga., was shown to the public in a community zone information meeting (CZIM) on June 10. It was the first of two meetings that are scheduled for this stage of the public process. The next is scheduled for July 9 at 6 p.m.

After what felt like a long pause in expansion buzz, plans are again underway. Here’s what we know so far and what it means, particularly for Atlanta. 

Houston Is the Golden Destination Right Now

Among the topics of discussion announced by NHL Commissioner Gary Bettman on Tuesday following a meeting of the Board of Governors, was putting a second team in Texas. Atlanta was discussed, as well as re-establishing a team in Arizona, but most of the NHL’s discussion was about Houston or Austin. 

Six months from now, we’re expected to have some answers on what’s happening on this Houston or Austin front. This is an expansion team that would be owned by Dan Friedkin and his family. 

Friedkin owns Gulf States Toyota, which owns Toyota dealerships across five states. His family also owns multiple European soccer clubs, including the Premier League’s Everton FC. It’s easy to see why the NHL is interested in negotiating a deal with him. They want a $3.5 billion investment, of which $2 billion would be the expansion fee.

The rest would be put toward a brand new arena. It doesn’t seem like coming up with the money will be an issue, and Friedkin is interested in setting up shop in a state where the NHL has wanted to install a second team for some time.

Market size would make Houston the more logical choice, but Austin is the 25th largest metro market and is bigger than multiple NHL towns, including Pittsburgh, San Jose, Raleigh, Nashville, Buffalo and Salt Lake City. Quebec City, for example, has a metro area that would rank 75th behind the Boise, Idaho, metro area. There is a wide net that can be cast in Austin.

Also working in the NHL’s favor is that Austin FC of Major League Soccer (MLS) is the only major professional sports team in the city. Texas Longhorns football (NCAA) overshadows everything, but there are no National Football League, Major League Baseball, or National Basketball Association teams to compete with.

Where Atlanta Stands

At least Atlanta is still in the discussion. The NHL wants to be in more major American markets, and if Austin is in consideration, then a market the size of Atlanta, regardless of what happened to the Flames and Thrashers, should be, too. Atlanta is sixth in the country, just behind Houston.

However, Bettman said that neither Atlanta nor Arizona is as far along as The Friedkin Group (from “NHL opening expansion process, to explore viability of franchise in Houston or Austin,” The Athletic, June 23, 2026). Based on reports, it seems that the expansion fee might be the kicker. If Freidkin has to have $3.5 billion lined up, then expansion bids for Atlanta will need it, too.

The arenas don’t seem to be an issue. As noted above, two ownership groups have plans already in development. That should ease concerns related to the arena part of the monetary commitment. An arena still needs to be planned and built in the proposed Texas cities. Getting the $2 billion expansion fee is the tall task.

Confidence in Process is High

However, those involved with the Gathering of South Forsyth believe they aren’t far behind. Forsyth County Commissioner Alfred John told the Forsyth County News that things “appear to be moving the right direction.” He also said he expected that The Krause Group would hear from the NHL in the next month or two. 

Forsyth County Chamber of Commerce CEO Alex Warner said in the same report that there would be big news coming, especially once construction gets underway. Those updates will likely paint a clearer picture of the situation. Still, can they catch up to Friedkin by September? None of the recent comments have come from Krause, members of his ownership group or other personnel involved with the group. 

There is currently no recent word on how the city of Alpharetta or Alpharetta Sports & Entertainment, the competing prospective ownership group led by Anson Carter, feels about their progress. Jamestown LP, the developer behind the arena that would replace North Point Mall, has not commented yet either.

What we do know is that the public discourse around getting the approvals to redevelop the North Point Mall site is still in the early stages compared to The Gathering at South Forsyth. There will be multiple public hearings related to it, leading up to a final city council meeting on Aug. 24.

Final Thoughts

As long as there is a push by an ownership group in Atlanta, the NHL should wait before they name an expansion city. There is a chance that one of these groups will put up the $2 billion fee.

Both developments come with their appeal. There would be a new arena in the suburbs with revenue opportunities beyond in-game-generated money. The biggest takeaway is that it’s far from over. Expansion talk is only just starting to heat up.