Overview
The NHL is still that “other sport” that only a handful of your friends watch—but the ones that do can’t get enough of it. They probably played in their youth and still talk about “diamonds” and “finding the top of the circle” or other lingo that, to the rest of the world, might as well be in Arabic.
You can see the NHL hopes Ovechkin vs. Crosby can become their Magic vs. Bird, a decade-long feud that results in heated playoff battles and boatloads of high ratings. But if no one pays attention to the feud besides the die-hard fans—the fans that would watch games with or without Crosby—then what’s the difference?
For a league always investigating new avenues to reach fans, maybe the Internet and new media could be an untapped resource?

