If you have Windows 10 as your operating system on your computer like I do, you can click on an icon and a panel of options comes up, one called current news. Since Windows is an American product, this news panel understandably has an American slant. You can choose news items from several fields including current national American news, world news, good news, financial news, American opinion, entertainment, sports, etc.
Since the current NHL season started two months ago, the number of sports articles I have seen about hockey can be counted on one hand. There have been articles on the current NFL season and controversies, the MLB playoffs, basketball, NCAA sports, the return of Tiger Woods to the golf tour, but hockey articles on this pro-American media platform are like spotting pandas outside of zoos. Over the time period when I’ve had Windows 10, sports items about hockey are few and far between. As far as media coverage is concerned, hockey is the poor brother of the “big 4″ sports.
There are more American teams in the NHL than ever before (24) and there are more Americans playing hockey than ever before, but as far as the American media is concerned, promoting hockey with coverage does not bring in the big bucks. It is like a vicious circle. Hockey doesn’t sell so it gets less coverage unless something truly startling occurs. Because it gets less coverage, nobody knows what happens which in turn prompts less interest in the sport which in turn means less coverage which in turn…
It doesn’t help that Americans are a parochial people, not interested unless stirred up by what Americans do. The vast majority of players in the NHL are Canadian or European and the fact that nearly one quarter of the league are Canadian franchises instantly downgrades the NHL in the eyes of the American public. Occasionally the American media takes note of what happens outside its borders; Lowell Thomas publicizing Lawrence of Arabia, the American media taking notice of the Beatles late in 1963. But mostly the attitude is if it is not American, it is not interesting.
When Gary Bettman was hired as NHL Commissioner, his job was clearly laid out by the NHL Board: Make hockey more popular in the United States. He has succeeded in a limited sense. As noted above, there are more American teams, there are more Americans playing hockey, and there is finally a better American television contract. But in terms of comparison among the “big 4″ sports, hockey runs a poor fourth.
As noted in part 4 of this series, there are alternative policies that could be pursued instead of groping vainly for American recognition; pursue a more pro-Canadian policy or become more Europeanized. Perhaps one day they will try the second option if hockey continues to grow slowly in the United States. But the pro-Canadian policy in hockey fanatical Canada will probably never be tried because of the opposition by – you guessed it – Canadians. From the very first expansion back in 1967, opposition to NHL growth in elitist, selfish Canada has been led by Canadians, particularly at the NHL Board level who refuse to share so much as a crumb of the Canadian market and Canadian hockey television money with anybody else. They blocked Vancouver from joining the league in 1967, opposed the WHA merger, refuse to set a reasonable compensation package for Toronto and Buffalo so that Hamilton or some other southern Ontario city can have another NHL franchise, etc. Only Calgary, Ottawa, and a returned Winnipeg managed to get into the NHL without any bother and fuss.
Many times I have written that Canadians have created a myth to console themselves, that the American NHL owners, led by Bettman are “anti-Canadian”. And of course the Canadian owners never refute this myth which neatly gets them off the hook for any responsibility about lack of new Canadian NHL growth. Bettman probably would like to see more Canadian franchises but as written about in my other articles, neither he nor his predecessors have ever reined in the Canadian NHL owners for the good of the game.
So right now the NHL pursues a pro-American policy which means 4th rate media coverage. Good luck if you manage to find the rare NHL sports article on that Windows 10 panel. Or even rarer, an article about any other hockey development outside of the NHL. If you want to know about what goes on in hockey, design your own hockey Internet searches. The American media will not help you.