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Mon Oct 06, 2008 9:44 am EDT

Opening in Europe: Ensuring the NHL's irrelevancy in the U.S.

For the fifth time in its history, the NHL played regular season games outside of North America as the Pittsburgh Penguins and Ottawa Senators opened in Stockholm while the New York Rangers and Tampa Bay Lightning kicked things off in Prague. 

Like last year, when the Anaheim Ducks and Los Angeles Kings played in London, the arenas were sold out, furthering speculation about the NHL's grand European expansion plan

During Saturday's opening day live blog, many believe next year's destinations could be Helsinki, Berlin and maybe even Dublin if the league continues their NHL Premiere campaign.

The League was only looking to grow its brand in Stockholm and Prague. The game is already popular throughout Europe among individual leagues. The NHL should scrap heading to Europe focus on growing the game in North America. 

Maybe it didn't translate well through television, but the crowds at all four games this past weekend were quieter than a library. As much as the League desires to be the first one to expand into Europe, there's plenty of need to grow the brand in North America.

Of course, after Sunday's press conference with NHLPA head Paul Kelly, Gary Bettman is very fond of the NHL Premiere games. So fond that we may see more next season:

"Our hope would be to do at least as many games, if not more," he said. "But we're also going to have to look at the logistics. And we're also going to have to look at the timing because our schedule may be impacted by the break we take next year by going to the Olympics.

"But my hope is, if we can put it together, to do at least what we did this year, if not more."

While it's nice to have exhibition games in places like Winnipeg, Hamilton, Las Vegas and Kansas City, why not have games that are worth two points and have meaning to the teams involved? 

Not only would it help increase the League's exposure, such sites would be test venues for possible (ugh, I know) expansion or relocation. Why else would AEG head Phil Anschutz have his team, the Kings, play in Kansas City a few weeks ago?  He wanted to show the League that the area could support a franchise.

The NHL could even create a worthy opening night event, similar to what we see with the NFL. It's hard to create a buzz when you open your season on another continent, during the afternoon crunched in between college and professional football games, along with playoff baseball.

Wouldn't it be nice to see the Detroit Red Wings raise their Stanley Cup banner at home on Wednesday or Thursday night against the Penguins? Let the game stand-alone by itself and allow the various subplots to create the buzz in the media and television ratings similar to those we saw in June.

Oh, sorry. You want a kick-off party?  I forgot about the Def Leppard concert before Thursday night's Red Wings-Maple Leafs tilt. So you'll get a band that hasn't been relevant this decade and a game between the defending champions and the likely holders of the top draft pick next June.

Yep, that'll create you buzz.

Instead of a worthy kickoff to the season, we get four games in Europe followed by three dark days (unless you want to count the two preseason games) before the League gets going again. Talk about killing a flow.

63 Comments

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  1. # huit
    1. Posted by # huit Mon Oct 06, 2008 9:59 am EDT

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    c'mon, without the game in stockholm we wouldn't have had our weekly dose of sundin and his ambiguous statements about his future
  2. Blackcapricorn
    2. Posted by Blackcapricorn Mon Oct 06, 2008 10:09 am EDT

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    Why would the NHL do anything sensible? Clearly the answer is European expansion!
  3. tmr
    3. Posted by tmr Mon Oct 06, 2008 10:13 am EDT

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    "It's hard to create a buzz when you open your season on another continent, during the afternoon crunched in between college and professional football games, along with playoff baseball."
    Good article, Sean. That statement is all that needs to be said. Bettman is an idiot. "Another continent"...yeah, that'll help the NHL here in North America. What does he think this will accomplish?? Really, I'm asking...
  4. Dan K
    4. Posted by Dan K Mon Oct 06, 2008 10:21 am EDT

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    Rangers are 2-0...
  5. Jon A
    5. Posted by Jon A Mon Oct 06, 2008 10:28 am EDT

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    @ tmr: agree wholeheartedly. I always thought opening in Europe was a stupid idea. Leave it to Bettman.
  6. <i>jibblescribbits</i>
    6. Posted by jibblescribbits Mon Oct 06, 2008 10:37 am EDT

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    ...Wouldn't it be nice to see the Detroit Red Wings raise their Stanley Cup banner at home on Wednesday or Thursday night against the Penguins?...
    Nope
  7. Brian C. Smith
    7. Posted by Brian C. Smith Mon Oct 06, 2008 10:40 am EDT

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    TV coverage? What tv coverage?
  8. Jonathan F
    8. Posted by Jonathan F Mon Oct 06, 2008 10:50 am EDT

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    Sean, I could not agree more. I'm a little extra bias being a Penguins fan.
    But when a good amount of US teams aren't selling out their games, and with places like Winnipeg and Hartford begging for another shot with a professional team, I do not understand why Bettman would consider expanding to Europe when the NHL is still treated as an afterthought here in the states.
  9. tmr
    9. Posted by tmr Mon Oct 06, 2008 10:51 am EDT

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    @ #7...
    That would be like rubbing salt in a wound...I think staging a game and ceremony like that would be equivalent to instigating a brawl. Not a good plan...It kind of conflicts with the traditional handshake.
  10. Mark J
    10. Posted by Mark J Mon Oct 06, 2008 10:57 am EDT

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    Is there no way to get rid of Gary Bettman??? The man gained his position partially through the recommendation of his former boss and the head man at the NBA. At the time, the NHL was challenging the NBA in popularity and TV time. The NBA needed to do something to hurt the NHL before they lost more viewers to a REAL sport!!! So .. they tell the NHL how GREAT this Bettman guy is. Since then .. he's done nothing but destroy one of the best, most historic, and most entertaining leagues in professional sports.
    ELIMINATE GARY BETTMAN!!!!! PLEASE!!!! send him back to the NBA!!! or .. maybe he'd be great for MLS ... that already sucks.
  11. husker5150
    11. Posted by husker5150 Mon Oct 06, 2008 10:58 am EDT

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    tv coverage everywhere... here in Dallas there's Fox sports and a local network that shows Stars games, but my fave is still hearing Sam say "It's a Power Play Goal" on MSG... love my directv center ice
  12. Leahy
    12. Posted by Leahy Mon Oct 06, 2008 11:03 am EDT

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    @Mark J: He's making the owner's (his bosses) $$$$. that's why.
  13. Jon A
    13. Posted by Jon A Mon Oct 06, 2008 11:12 am EDT

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    @ jibblescribbits: you know now that you mentioned it, it would be wonderful! Even better if they could also have a banner that says PITTSBURGH PENGUINS YOUR 2008 STANLEY CUP CHAMPIONS AND NEW HOME OF MARIAN HOSSA DETROIT RED WINGS!!!!!!!!!
  14. <i>carl_vs_mastershake</i>
    14. Posted by carl_vs_mastershake Mon Oct 06, 2008 11:17 am EDT

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    I agree the NHL shouldn't have been over there, but since they were how about promoting it. I talked to around 40 people about the NHL this weekend. ONE knew it counted towards the reg season, 3 knew the game was somewhere in Europe or Russia and didn't think it counted. I'm too lazy to do the reasearch but who is the head of Marketing( I know everyone does 12 different jobs at the NHL HQ, which could be the problem right there)/
    Leahy the more you write the more I love ya. Spot on. I am still to lazy to check your other blog.
  15. Luke S
    15. Posted by Luke S Mon Oct 06, 2008 11:24 am EDT

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    I've been to games in Prague, they are louder and more fanatical than anywhere in the US. Drums, horns, singing. It's quite an atmosphere, left me in awe. This was not a typical crowd rooting the home team on! Also, the O2 Arena is in London, Sazka is in Prague...someone should have gotten current notes, not used the ones from last year!
  16. Doogie
    16. Posted by Doogie Mon Oct 06, 2008 11:40 am EDT

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    I remember when every team had at least one neutral-site game a year. That could work again.
  17. thewall125
    17. Posted by thewall125 Mon Oct 06, 2008 12:03 pm EDT

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    What has 9 arms and sucks?
    Def Leppard!
  18. matty p
    18. Posted by matty p Mon Oct 06, 2008 12:16 pm EDT

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    16, there is an o2 arena in london, where zeppelin played last year, but also one in prague, formerly known as sazka.
  19. B T
    19. Posted by B T Mon Oct 06, 2008 12:28 pm EDT

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    well lets see, all bettman needs to do now is make the nets round, make the puck bigger so it can be seen on TV, get rid of the goalie because well, it's goaltending, and then he can have a marketable game where the score is 100-99 and the viewer won't have to watch until the last 5 minutes of the game! Wait - that's basketball right?
    clearly this guy has done nothing for advancing hockey in a direction that would increase its popularity. If he wants to expand to Europe, how about first expanding the rink to euro standards so you open up the play. Bring back the poke check & hitting because we don't want the spin a rama toe draggers, we want speed, quick bang, bang, bang, passing, shooting and hitting. That's on the edge of your seat excitement from the first minute until the 60th minute!
  20. suiycfui
    20. Posted by suiycfui Mon Oct 06, 2008 12:38 pm EDT

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    Haven't they spent the last god-knows-how-long trying to "promote the brand" in the U.S.? And still they get lower ratings than televised poker. (TELEVISED POKER, FER CRYING OUT LOUD!) Maybe they figure it's time to give up, admit their overall irrelevancy, and try somewhere else.
  21. <i>cantgetanywirtz</i>
    21. Posted by cantgetanywirtz Mon Oct 06, 2008 12:48 pm EDT

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    The NHL does not need to GROW the brand in the U.S. -- they need to SOLIDIFY it first NO MORE expansion until the 30 current teams are stable, or the unstable ones are moved to stable markets or just dissolved.
  22. mr. ben
    22. Posted by mr. ben Mon Oct 06, 2008 1:06 pm EDT

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    @jon
    yer killin me, dude! too dang funny, but not sure we would be able to hear anything here in michigan with all the crying in shytsburgh! at any rate, the opening nite celebration should be awesome and Hossa will learn first hand what our guys have known for many years......RED WINGS RULE. should leave him extremely hungry, ya think?
  23. john d
    23. Posted by john d Mon Oct 06, 2008 1:08 pm EDT

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    europe????? what about the problems here? miami, arizona, and nashville need to go before we think anything about europe. as for possible expansion towns; vegas, kansas city, blah! that would just be replacing a mistake destination with another mistake destination. vegas could prove me wrong but it certainly is risky, kansas city would be an epic disaster. i have heard some people mention seattle and i think that would be brilliant, there is a market for it up their and an immediate rival with the vancouver. salt lake city should be another viable candidate, if the nhl is going to consider growing in the us rather than canada. if the league expands here rather than moving the failed teams to viable and marketable locations and then expands to europe there will be way to many teams in the league. 32 teams total max and all in marketable locations would be perfect
  24. Dan
    24. Posted by Dan Mon Oct 06, 2008 1:32 pm EDT

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    i would have to disagree with leahy. i was at sundays ranger game in prague and the crowd was fantastic. it wasnt quieter than a library at all. they cheered loudly for both sides, but more for the rangers. when there were nice moves or shots or save, the crowd cheered. actually, in some respects the fans seemed much better than american fans because they were cheering when somebody just did something well. it didnt have to result in a goal or it didnt have to be a dramatic save. and there wasnt a home team, so its to be expected that it wasnt as loud and ruckus as being at a game in madison square garden.
  25. Dan
    25. Posted by Dan Mon Oct 06, 2008 1:32 pm EDT

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    i, like 16, have also been to games here in prague, ones with an actual home team, and the fans are wild. its just a great experience. its something akin to being at a college football game in the us. so i think if an nhl europe were to start here, that you would probably have some success. but it would have to be something like the champions league in soccer because there are already a number of hockey leagues in europe so you could take the best 2 to 4 teams from those leagues and have yourself a pretty darn good league. the czechs are fanatics about their hockey, much more so than americans.

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