The Olympics business world met last week's news that the NHL will not participate in the '18 PyeongChang Games "with a shrug," according to Ben Fischer of SPORTSBUSINESS JOURNAL. Pilson Communications President Neal Pilson said, "Hockey is not the most important sport in the Winter Olympics from a television point of view. It’s an issue that doesn’t have a huge impact on revenue generation by NBC. If I’m at NBC, I’d rather have NHL players, but it’s not a disaster." Platinum Rye Entertainment Senior Dir of Marketing Greg Goldring, who advises brands on Olympic athlete campaigns, said, "Hockey’s hockey. It’s got a strong endemic fan base, and during the Olympics, whether our stars are on the ice or not, people are going to be rooting for Team USA or their respective country" (SPORTSBUSINESS JOURNAL, 4/10 issue).
ALL BETTS ARE OFF: In N.Y., Larry Brooks wrote NHL Commissioner Gary Bettman has been "holding the Olympics as a five-ringed chip to use as leverage" against the NHLPA since '13. The Winter Games have become a "pressure point rather than an opportunity" for the NHL to "market its players and establish itself as a global enterprise." But that "never has been the priority." The priority has been "getting the next win against the union." Brooks: "It is just the beginning of Owners’ Lockout IV" (N.Y. POST, 4/9). In Boston, Fluto Shinzawa wrote with amateurs and European players in the mix, the Americans "might have a better shot of gold." If they do, it "won’t matter to NBC whether they’re from the NHL or Switzerland’s National League A." American viewers "like drama in the Olympics." Shinzawa: "Thirty-seven years ago, a bunch of amateurs created a whole lot of it" (BOSTON GLOBE, 4/9). In Winnipeg, Paul Wiecek wrote the NHL is "making a huge mistake" by not going to PyeongChang. The league is "walking away from a huge chance" to "grow the sport in Asia" (WINNIPEG FREE PRESS, 4/8).
AUDIENCE IMPACT: An SI.com roundtable examined how the absence of NHL players will "impact the viewership of Olympic hockey." SI.com's Richard Deitsch wrote "odds are NBC and CBC will take a significant hit" on viewership figures. The Toronto Star's Bruce Arthur noted the "problem with the idea of non-NHL players now is that it makes the Olympic tournament something close to a pure curiosity." ESPN's John Buccigross: "If the USA gets in any gold medal game, especially vs. Canada or Russia, I would think the ratings will still be strong if the time slot is good." ESPN.com's Craig Custance: "American fans will still tune in with or without recognizable NHL stars." The Chicago Sun-Times' Mark Lazerus noted NHLers not going "will have a significant impact" on audience, "given the time difference." Sports media outlet The Athletic's James Mirtle: "There'll be a big impact. ... You'll get the diehards. You won't get the casual hockey fan" (SI.com, 4/9). Meanwhile, in Buffalo, Mike Harrington wrote it is the "right call" by the NHL to skip PyeongChang. The NHL's business is to "play its season." Harrington: "Growing the game? How much has being in the Olympics grown the game?" (BUFFALO NEWS, 4/9).
