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The National Hockey League and Amazon Music have teamed up with Nashville superstar Jelly Roll for a major new collaboration, announcing that the GRAMMY Award-winning artist will provide the official theme song for the 2026 Stanley Cup Playoffs.
Jelly Roll’s new Amazon Music Original track, “Rise Up,” is set to bring its gritty, high-energy sound to the intensity of playoff hockey, with the song featured throughout game broadcasts, in-arena experiences, NHL social media campaigns, and digital content across the postseason. The exclusive track is available to stream now on Amazon Music.
The collaboration officially launched during Game One of the Western Conference Final with the debut of an accompanying music video featuring Jelly Roll alongside the iconic Stanley Cup and dramatic NHL playoff highlights, blending the emotion and adrenaline of hockey with the singer’s unmistakable rock-infused style.
Additional content tied to the partnership is also on the way, including a behind-the-scenes documentary short scheduled for release in June. The feature will spotlight the making of the music video and include appearances from Jack Eichel of the Vegas Golden Knights and Seth Jarvis of the Carolina Hurricanes.
“Jelly Roll doesn’t just make music. He sets a tone, and it’s exactly right for the Stanley Cup Playoffs,” said Steve Mayer, President of NHL Content and Events. “Watching him experience the Stanley Cup for the first time was a special moment. This collaboration with Amazon Music places hockey at the center of their culture, and it’s been a pleasure working together and seeing this video come to life.”
Tom Winkler, Head of Publisher, Songwriter, and Society Relations at Amazon Music, added that the partnership highlights the growing crossover between sports, music, and entertainment culture.
For Jelly Roll, the opportunity was personal and perfectly aligned with the blue-collar intensity both hockey and his music represent.
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