SportsNet- The NHL has made a concerted effort to focus on international growth, which has resulted in some interesting ideas being bandied about.
The league and the NHLPA have even discussed the possibility of scrapping the all-star game in favour of potentially holding some type of event overseas as a way to grow the NHL brand in Europe. It’s unclear specifically what type of event the league and Players’ Association might be considering. Johnston also reported that the NHL has recently hired Jaka Lednik — a European-born, Harvard-trained businessman — to oversee the league’s European growth strategy. More meetings between the NHL and NHLPA are expected to take place soon. Speaking of international NHL hockey, Sportsnet’s Elliotte Friedman reported that the Edmonton Oilers have expressed interest in playing games in China if the NHL decides goes back there next year. The Vancouver Canucks and Los Angeles Kings played a pair of pre-season games in China in September — one in Shanghai, the other in Beijing. They marked the first games in NHL history to be played in China. ------ Finally, an event that could grow both the game of hockey and the brand of the NHL overseas! What a novel concept! Almost makes you wonder why there's never, ever been some type of international competition that could simultaneously allow professional athletes to embrace their heritage and fit both those orders of business into an already existing schedule? Oh well, that's neither here nor there. I suppose it sucks that it might cost existing fans the not-at-all overrated viewing experience that is 'NHL All Star Weekend', but it's totally worth the sacrifice if it's going to help market the league globally in the only super vague and non-commitall way possible. That's always been Gary Bettman's biggest concern, and - since he's historically quick to compromise on behalf of his loyal customers - it's only right that we make that respect mutual by conceding our ability to watch the best players in the world display their otherworldly skills in a non-cutthroat environment. Fair is fair, and giving the rest of the world a 72 hour opportunity to embrace the multi-cultural landscape of the NHL without having to worry about the financial ramifications of some 5-ring circus is basically justice in a form so pure that it would bring a single tear to the eye of the most over-protective of enforcer. Honestly, I couldn't care less about the NHL All Star Game, and would actually welcome the extinction of a spectacle that annually feels like a viewing obligation to this hockey fan when a (understandably) half-hearted and defenseless effort inevitably lacks intrigue. That said, I'm about ready to fight to the death to defend it's honor if the NHL is going to pull a 'Pinky' and insult my 'Brain' by trying to sell a weekend-long, European hockey fair as it's plot to take over the world. They - in counterproductive conjunction with the IOC - lost the benefit of simply doubting their own marketability when they made sure to keep their pockets packed by pulling their players from the Olympics. No matter how many brand awareness booths they setup outside the lightly attended exhibitions they host in Shanghai.
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