As the NHL tries to rebuild, it can take both comfort and caution from lessons of the past. Rebuilding a sport can be done: Both MLB and the NBA remain relevant after labor turmoil, and the ill will of work stoppages has slowly subsided. But the keepers of the game did not drive the gains. Baseball rode the heroics of Cal Ripken, Mark McGwire and Sammy Sosa; the NBA has slowly rebounded thanks largely to rivalries, soap operas and a bevy of new talent.
The business success of a league is fueled by stars, not executives. That’s a positive — and a challenge — for the NHL. Positive because it was executives who put the league in its current fix. Challenge because of the sparse number of superstars on the NHL’s terrain. That is one of the most pressing issues facing the NHL as it strives for some form of relevance on the U.S. sports landscape.
The power of forgiveness among sports fans is strong, but it must not be overestimated. The NHL and NHLPA have a great deal of work ahead — and they know it. Lower ticket prices, player appearances and aggressive rules changes intended to open up the game and build stars have been discussed. Re-inventing the look, feel and brand of the NHL is also likely.
Some of these changes are cosmetic, and there is a fine line. Hockey has such a narrow, dedicated fan base that any attempt to be progressive must not come at the expense of its core. The NHL must revitalize its nucleus but also make the game more attractive to casual fans who have never gravitated to the sport. The sport plays well regionally but has yet to demonstrate a national appeal, especially as a television property.
The steps ahead are difficult and must come in unison. Management has stressed the need for a “partnership” with players. This will not come naturally, especially with the distrust players have for a league office that walked away from the negotiating table wringing virtually every concession it wanted — and from owners who now expect to see their franchise values increase.
But a true partnership is needed. Under the new CBA, as the game grows, so will player salaries and franchise values. Before, increasing salaries were seen as the root of the problem. Now, they will be a sign of the game’s health. Both sides can benefit, and that’s what is needed to generate traction to grow the game and make the NHL a more national -- and viable -- sports property in the U.S.
The league and the players must be proactive, but patient. Ultimately, any recovery or non-recovery will be determined on the ice. The elements are there for a successful multibillion-dollar enterprise. Pro hockey will never challenge some sports properties for the hearts and wallets of the majority of U.S. sports fans, but it has a base to recapture and rebuild. Management has a role to play, but it remains up to the players to give fans, broadcasters and sponsors a reason to care. The athletes care — just look at the involvement of people like Trevor Linden during the labor talks. Only when players and competitive story lines take over will the game recapture its rightful place, whatever that may be, in American sports.
