No more or less than the Southern NHL markets that ended up embracing NHL hockey and contributing to league growth.
You don't have to be able to go outside and play hockey to like watching hockey, buy merchandise, and spend money on hockey. When quality management has taken over across the US South, from North Carolina to the Florida teams to Tennessee and Texas, the game has thrived and people who didn't watch hockey before became NHL fans.. They have passed that fandom down to successive generations, new fans who also spend on the NHL. Those new markets also contribute to the global player base because those kids want to play.
It might be a tough sell, but that's the reason they might want to try to make inroads in Mexico. There's 21 million people (metro) in Mexico City (23 million in the urban area), tops in North America. There's widespread poverty, of course, but in a city that large there are still several million DF residents with serious money. Cultivating their fandom isn't the worst idea in the world.