The World Cup of Hockey officially begins Saturday in Toronto, but already there have been "eye-popping crowds everywhere" for exhibition games leading up to the event, according to Paul Wiecek of the WINNIPEG FREE PRESS. North America-Europe drew 18,005 in Quebec City last week, Canada's matchup against the U.S. drew 17,791 in Columbus on Friday and 18,687 went "for the rematch the next night" in Ottawa. Lastly, 17,243 were in Montreal on Sunday evening for "another North America-Europe tilt." Those are "staggering numbers for pre-tournament games for a pre-season tournament." People are "paying big bucks in big numbers to watch." Added up, this could lead to "monster profits and a brand new source of revenue for both the NHL and its players." That could have "major implications moving forward." The early success of this event also "suggests the NHL will have all kinds of bargaining leverage with the IOC when talks resume this fall on the participation of the NHL" in the '18 PyeongChang Games. The North America team, made up exclusively of 23-and-unders, is "threatening to steal the show" (WINNIPEG FREE PRESS, 9/13).
THE GOOD OLD HOCKEY GAME: In Toronto, Morgan Campbell notes just days before the official start, World Cup of Hockey marketing "is aggressive." Between the "posters plastering Union Station and the TV ads proclaiming that 'Hockey invented Canada,' the event already has consumers’ attention in Toronto." The event is "less a global competition than a showcase for the league and its stars." Calling the tournament the "Six Nations Cup of Hockey might be more accurate but marketing experts say the World Cup label connotes tradition and grandeur, even if they’re manufactured to promote the NHL brand" (TORONTO STAR, 9/13). The GLOBE & MAIL's Roy MacGregor notes it is "early in the relatively meaningless exhibition round of the World Cup, but there are still some things to be learned." The most "obvious has to be is the most-gimmicky team is for real." Team North America is "pretty damn good." If the Under-23s can also "find enough heart and determination, they should be a factor" (GLOBE & MAIL, 9/13). USA TODAY's Kevin Allen notes when the 23-and-under concept was announced, it "wasn't well received." But now there is "considerable intrigue about a roster that includes" the likes of Oilers C Connor McDavid, Sabres C Jack Eichel and Maples Leafs C Auston Matthews (USA TODAY, 9/13).
