The NHL’s free-agent market apparently isn’t limited to players.
Two of the biggest personalities in hockey broadcasting, Elliotte Friedman and Kevin Bieksa, are officially “free agents” heading into the 2026-27 season after failing to reach new agreements with Rogers Sportsnet before their previous contracts expired.
Sports media reporter Jonah Sigel reported that neither Friedman nor Bieksa had finalized extensions with Sportsnet before the deadline. That doesn’t necessarily mean their time with the network is over, but it does leave two of the most recognizable figures in Canadian hockey television available to explore other opportunities.
Sportsnet Can’t Afford to Lose Friedman and Bieksa
If Sportsnet has an opportunity to keep both, getting deals done should be a priority.
Friedman has arguably become the most recognizable NHL insider in the business. Whether it’s trade rumours, coaching changes, contract negotiations or league news, his reporting has become a major part of the NHL news cycle. His work on television and through 32 Thoughts has made him one of the sport’s most influential media personalities.
Bieksa provides something completely different.
Since transitioning from his NHL playing career into broadcasting, Bieksa has developed into one of television’s most entertaining analysts. His combination of humour, personality and firsthand knowledge of the game gives Sportsnet’s panel an element that is difficult to replicate. His chemistry with Friedman has become particularly valuable, with Bieksa often challenging or joking with the insider while still providing legitimate analysis.
Losing one would hurt. Losing both could dramatically change the identity of Sportsnet’s NHL coverage.
Other Networks Should Be Calling
If Sportsnet cannot get agreements done, virtually every major company involved in hockey broadcasting should be interested.
TSN would immediately strengthen its NHL coverage by adding either personality, while ESPN and TNT could benefit from Friedman’s league-wide connections or Bieksa’s personality. Amazon Prime Video may be especially intriguing as its presence in Canadian NHL broadcasting expands beginning in 2026-27. Reports have already connected Friedman and Bieksa to potential work with Amazon, although nothing has been finalized.
Sportsnet has already undergone one significant change this offseason after choosing not to renew longtime analyst Kelly Hrudey’s contract. Friedman and Bieksa are different cases. They are arguably Sportsnet’s two most valuable hockey personalities, and both remain at the top of their respective fields.
Whether it’s Sportsnet, Amazon, TSN or another major broadcaster, someone should be prepared to pay. In a television business where information and personality are everything, Friedman and Bieksa provide plenty of both.
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