Overview
- The NHL and Amazon Music announced Thursday that Jelly Roll recorded a new track called “Rise Up” to serve as the official theme for the 2026 Stanley Cup Playoffs.
- League statements say the song will be integrated into game broadcasts, arena presentations and NHL digital channels to soundtrack playoff coverage.
- Reports say the track is available only on Amazon Music and that the platform will lead streaming promotion for the campaign.
- A music video built from playoff highlights has debuted and a documentary short about the video’s making, featuring players Jack Eichel and Seth Jarvis, is slated for release in June.
- The move ties into the NHL’s push to broaden its mainstream reach through high-profile music tie-ins, but it has drawn immediate fan backlash on social media over the choice of artist and the late timing of the rollout.