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BRUINS' SINDEN SEES A FUTURE IN MARKETING THE NHL

     The transition of the Bruins front office and the future of
President/GM Harry Sinden is profiled by Mark Murphy of the
BOSTON HERALD.  Sinden says there is a good chance he will
relinquish GM responsibilities to assistant Mike O'Connell next
year.  But he is "dazzled" by the future of the NHL, as the
"growth has just begun."  Murphy writes Sinden "may talk and
sound old-school, but his actions and innovations have generally
moved the NHL forward, out of its backwater tendencies" -- and
now Sinden finds that "selling the league itself could be so
intriguing."  One area of concern for Sinden is fighting.
Sinden:  "If we expand, we won't do it with (fighting). ... I
certainly know how the advertisers feel about it.  When I see one
of those fights getting shown on the national news or in a city
that doesn't have hockey -- and that's all they show from the NHL
-- it makes me realize we can't keep going in this direction."
Sinden strives to be "more involved" in marketing the sport:
"There are things that could hurt the game, and that's why I'd
like to stay in it -- for the good of the Bruins and for the good
of the league" (BOSTON HERALD, 11/1).
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Boston Bruins, Franchises, NHL

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