NHL stays loyal

By: Mike Asti

The National Hockey League has reached a new television deal with its current broadcast partners the VS Network and NBC. This new deal was finalized after a long, mostly quiet in terms of publication, negotiation with both of these networks, as well as, other major cable stations, FOX Sports, Turner and the NHL's former home, ESPN. The new contract makes NBC the exclusive home for the NHL and allows the VS Network to retain the major cable rights. These two stations have had the rights to televise NHL games since the conclusion of the recent lockout that cost the league the entire 2004-2005 season.

In a joint statement the NHL and the NBC group stated that this new deal will extend through the 2020-2021 post-season. NHL commissioner Gary Bettman acknowledged how difficult the decision was to decide on a long term broadcast partner, yet he feels the league made the only decision it could and will continue to see a rise in the sports national popularity. This can be best summed up by his initial thoughts after the deal was announced the media. "This is right across all factors, not the least of which is the tremendous relationship with NBC and Versus," Bettman said. "When we looked at the entire package and the relationship, it was clear we were going to stay with the incumbent." 

Once the new deal kicks in the television format will look like this, the NBC Sports Group will televise 100-regular season games each season, and also pick up a telecast the day after Thanksgiving. Both NBC and the VS Network will split playoff action and the Stanley Cup Finals. The new total package is worth an estimated $120 Billion dollars, a number that far exceeds the NHL's contract with ESPN. From 1999 to 2004, the last pre-lockout year, the NHL and ESPN were in the midst of a $120 Million dollar deal. When asked why the NHL did not jump at the chance to re-join that 4 letter word network that currently has rights of the in-season professional sport rival, the NBA, Bettman was gracious for ESPN's past connection to the NHL and understand of their spot in terms of sports media, however, feels the best opportunity was to stay put. "Everybody has enormous respect for ESPN," Bettman said. "Six years ago we decided to go in a different direction, for a variety of reasons, and it has worked well for us. This for us is a great place to be. Versus' coverage of our game has been extraordinary. Hockey fans have found it and have been telling us on a regular basis that the coverage is terrific, and I think it's going to get better."

Buzz-saw thoughts on new deal: While I do feel this a landmark deal and the two incumbent networks have seen nothing but an increase in ratings each of the past 6 seasons, I am left somewhat disappointed. As an avid hockey fan, I understand Bettman's comments and do agree that both VS and NBC (several analysts double up on each network) have done a fine job, their coverage improves greatly every year. However, in order for the sport to ever fully regain itself as among the 4 major sports again (like it was in the 90's) it needs to get back on ESPN! During the 1990's the NHL often out rated the NBA in terms of total viewers on television and the share of citizens with "the game" on during the air times. This was even in the middle of the NBA's Jordan era. The NHL thanks to stars of equal stature to Jordan, Wayne Gretzky and Mario Lemieux were drawing fans with their brilliance and entertaining flair and two of the tops teams, the Detroit RedWings and Colorado Avalanche were embarking on one of the most heated rivalries in sports history. Those two franchises combined for 5 Stanley Cup titles and 6 finals appearances from 1995 to 2002, this includes the two going through the other on several occasions. These battles were filled with absolute hatred and an estimated 15 future or current Hall of Famers at one point or another. The star power of this series sparked memorable moments such as the infamous "blood bath game" in 1997. This rivalry also took place during years Detroit went from an NHL contender coming out of the "Dark Wings" days of the 1980's and broke a title drought going back to 1955 to become a league powerhouse. Colorado was an expansion team following the NHL relocation period and used the Winnipeg Jet castoffs to take the hockey world by storm. The Avalanche highlight of this time took place in 2001 when long time legend Ray Bourque hoisted Lord's Stanley's Cup for the first time in his 22 year career, as it came to a close.

Image taken from Yahoo! Sports

The great players and the remarkable moments that ran rampant for a decade plus caused the NHL to boom. The boom of the NHL co-insided with the boom of ESPN. These two organizations will always be connected in this way. Programs like ESPN's NHL 2 Night will always re reflected upon fondly by hockey fans for this reason and many more. ESPN is and will continue to be the giant it became thanks in part to the NHL. I have seen a spark in "casual" hockey fans attention to the sport. Just after the lock-out the "casual" fan wanted nothing more then to see the league go away forever, now I personally experience these same individuals asking my opinion on the games, news, and NHL related topics. The "casual" fan now takes time to actually give the sport a shot from time to time, this was far from the case even 2 years ago. The only issue these people seems to universally have is with the VS Network. They are not complaining about the coverage, but the station in general. Outside the NHL the VS Network provides almost nothing to watch. ESPN has other programming that a "casual" fan may accidentally stumble on an NHL game if it were on the station, then take a minute to watch and maybe be entertained enough to stick around. No one will do that on Versus, you turn to the VS Network to watch the NHL or you do not flip at all. No accidentally viewing will ever take place with this current deal. I see this as a big day from the respect we know the NHL is here to stay and will see coverage (this was no guarantee post-lockout). It seems like ESPN realized this more than anyone, this was made evident by their pursuit of re-capturing NHL games. It is a big risk to say no to the mothership. My only concern is in order to regain its standing a decade ago, the NHL needs a home to lure the non avid hockey supporters. I am not a big basketball fan, yet I find it easier to follow and watch the NBA due to it being on ESPN. If I was in the reverse situation I doubt my conversion would have been anything near as smooth of a transition. I will always watch no matter where the NHL plays....will you?

Any haters remember this, Erin Andrews lovely face graces your screen thanks to her start covering NHL games on ESPN.