Dietz: How to create more buzz with the NHL

Hockey rocks!

That was the consensus after more than 16 million viewers — many of whom are not tried-and-true hockey fans — tuned in to watch Canada's 3-2 OT win over the U.S. in the 4 Nations Face-Off final on Thursday.

The tournament, which also featured Sweden and Finland, began building serious momentum when three fights broke out in the first nine seconds of the round-robin game between the U.S. and Canada.

Nothing gets the juices flowing quite like a battle for national pride.

Now, here's the question: Why can't the NHL generate this sort of buzz more consistently?

After all, the sport is played by perhaps the most skilled athletes in the world, it's wickedly fast and there's constant action. So why is it mired as the fourth or fifth option among many Americans?

The reasons are many — and more involved than I can do justice here — but if the NHL wants to increase viewership, here's my blueprint:

Rivalries, rivalries, rivalries

The NFL exploded, in part, because of the hatred between fan bases of the Cowboys and Steelers; the Cowboys and Eagles; the Cowboys and 49ers (sensing a theme?); the Broncos and Raiders; and, obviously, the Bears and Packers. More recently, fans have turned against consistent winners like the Patriots and Chiefs.

The NBA blew up in the 1980s thanks to the Lakers-Celtics rivalry, followed by Bulls vs. Pistons.

There's not much of that in the NHL these days. Worse yet, the league essentially deleted its best rivalry — Blackhawks vs. Red Wings — by putting Detroit in the Eastern Conference. Imagine the Packers going to the AFC. Unthinkable.

Foster the fans' hatred by putting Detroit back with the Hawks. Then construct a schedule in which teams face divisional foes six times a year. The passion will follow.

Marketing 101

We live in an age where you can get products in front of millions of eyeballs in myriad ways. X (formerly Twitter), Facebook, Instagram, TikTok, Bluesky. Not to mention the traditional methods.

Yet, the NHL seems stuck in the bygone era of rabbit ears and pay-per-view TV.

“NFL films has been around since the '60s,” wrote Patrick Ryan of Springfield on the Facebook page Blackhawks-Cold Steel On Ice. “And a lot of those films are masterpieces. It really hooks people. Imagine the NHL putting that kind of effort into a more entertaining product... Invest in marketing!”

Yes! Humanize your stars and standout franchises. Where is the Netflix docuseries on the Hawks of 2010-2015? Or the story on Alex Ovechkin approaching Wayne Gretzky's record for most career goals? Or the special on Artemi Panarin's almost impossible journey to the NHL? Or something on Connor McDavid, Sidney Crosby, Patrick Kane, the Tkachuk brothers or — ahem — Connor Bedard?

Also, as John Plomin from Chicago points out, how about broadening your advertising scope? “Yeah, I'm watching hockey tonight,” he wrote. “(And) I'm likely going to watch the upcoming outdoor game. You don't need to make EVERY other ad for it. But if my wife and I are relaxing watching some TV casually why don't I ever see ads for the NHL?!”

Is this the '80s again?

In 1985, the Hawks and Oilers faced off in one of the most exciting playoff series of the decade, yet our family watched Games 3, 4 and 6 with our ears because — wait for it — they weren't on television.

Tough to grow a fan base that way.

Yet, here we are 40 years later, and the Hawks infuriated viewers because they couldn't get a deal done with Comcast to carry their new broadcast partner, CHSN. The fiasco is almost beyond belief.

Other thoughts

— The NFL can be seen on NBC, Fox, ESPN, CBS and several streaming networks. The NHL should explore this multi-network approach when its deal with ESPN is up in 2029.

— Have two nationally televised Games of the Week every Saturday. Use this time of year to really build up interest as the playoffs approach.

— Welcome coverage at the local level with open arms. Some teams are fiercely protective of their players — to the point of cutting off interviews or asking what stories are going to be about. But some teams really get it. Columbus, Arizona (now Utah), Florida, Vegas and Minnesota have all connected me with players, coaches and GMs on the phone. Every little bit helps. You just wish all 32 teams understood that.

I agree with many fans who doubt the interest level of the NHL will ever reach the heights of the other three main leagues. It's a fair point, for plenty of reasons.

But why not try? Market your product. Make it more accessible. Go after the younger audience.

Time is TikToking away, NHL. Get on it.

John Dietz worked at the Daily Herald from 1998-2024, covering the Blackhawks from 2014-24. You can reach him at jdietz6917@hotmail.com.