The NHL: Challenges, Opportunities, and the Path Forward

Marketing and Growing the Game

The National Hockey League (NHL) faces a significant challenge in marketing and growing its fan base. According to insights from NHL agents polled by The Athletic, the league’s inability to effectively market its product and star players is a major impediment to growth. Despite having an exciting on-ice product, the NHL struggles to attract new audiences and increase hockey-related revenue (HRR). Agents highlighted the need for improved broadcasting techniques, better promotion of player personalities, and a more engaging schedule to appeal to casual fans. While the league has had recent successes, such as the 4 Nations Face-Off, there is a consensus that more needs to be done to modernize its approach and compete with other major sports leagues like the NBA and NFL.

Toughest and Most Challenging Front Offices

When it comes to negotiating with NHL front offices, some teams stand out as particularly challenging. The Anaheim Ducks and New York Islanders are often cited as difficult to deal with, due to their "old-school" mentality and tough negotiation styles. Carolina Hurricanes owner Tom Dundon is also noted for his micromanagement and hands-on approach, which can create a dysfunctional work environment. However, not all teams are seen as challenging; the Tampa Bay Lightning, Vegas Golden Knights, and Dallas Stars are praised for their effective management and ability to attract top talent. Agents also highlighted the importance of honesty, accessibility, and fairness in dealings with front offices, with General Managers like Julien BriseBois (Tampa Bay) and Bill Guerin (Minnesota Wild) receiving high marks for their player-friendly approach.

The Best Owners in the NHL

Owners play a crucial role in shaping the success of NHL teams, both on and off the ice. Tampa Bay Lightning owner Jeff Vinik is often singled out as one of the best owners in the league. His hands-off approach, combined with significant investments in the franchise and the local community, has turned Tampa into a perennial contender. Other owners, such as Maple Leaf Sports & Entertainment (MLSE) in Toronto and Vegas Golden Knights owner Bill Foley, are also praised for their willingness to spend and commitment to creating a positive environment for players. However, not all owners receive such glowing reviews. Buffalo Sabres owner Terry Pegula and Arizona Coyotes owner Alex Meruelo have been criticized for their lack of involvement and poor decision-making, which have contributed to their teams’ struggles.

The Future of Player Contracts and CBA Negotiations

As the current Collective Bargaining Agreement (CBA) approaches its expiration in 2026, agents are anticipating key discussions around revenue sharing, escrow, and player safety. With the league’s salary cap expected to exceed $100 million, star players like Connor McDavid could become the first to earn $20 million annually. Agents believe McDavid should be the highest-paid player, given his on-ice dominance, but there is also a focus on balancing individual Contracts with team success. Escrow remains a contentious issue, with players seeking a more equitable distribution of hockey-related revenue. Additionally, there are calls for adjustments to the salary cap structure, including the introduction of a luxury tax and ensuring the cap floor keeps pace with rising revenues.

Expansion and the Future of the NHL

Expansion is a hot topic in the NHL, with many agents advocating for the addition of new teams to create more job opportunities and expand the league’s reach. Houston is frequently mentioned as a prime location for expansion, given its size and untapped market. However, there are concerns about diluting the talent pool and the potential impact of adding teams in smaller or struggling markets. Other cities, such as Quebec City and Atlanta, have also been proposed, though the latter’s previous failures in the NHL have led to skepticism. Agents also emphasize the importance of realignment and scheduling changes to reduce travel burdens and enhance rivalries.

Rising Stars in Hockey Management

Finally, the future of NHL management looks bright, with several General Managers-in-waiting earning praise from agents. Jason Spezza, currently an assistant GM with the Pittsburgh Penguins, is widely seen as a rising star due to his dedication and thorough approach to learning the business. Other notable candidates include Brandon Pridham (Toronto Maple Leafs), Brett Peterson (Florida Panthers), and Émilie Castonguay (Vancouver Canucks), who is breaking barriers as one of the few women in hockey management. These individuals bring fresh perspectives and skills to the table, positioning the NHL for continued growth and success in the years ahead.