Young Stars Make Future Bright
Barely Legal Superstars Are Emerging All Over the League
More than a two-man show
Through 26 games, Evgeni Malkin is the leading scorer in the NHL. With 11 goals and 32 assists, Malkin is outpacing his revered teammate Crosby. While Sid the Kid is only 3 points back and in second place, Malkin is proving that he deserves some of the attention too. Ryan Getzlaf of the Anaheim Ducks is near the top as well, and is one of eight players under the age of 25 among the top 15 point scorers in the NHL. Players like Zach Parise of the New Jersey Devils and Devin Setoguchi of the San Jose Sharks may comes as a surprise to most, but these young guys have been making an impact from the start.
Start 'em young
Unlike most other major sports, NHL prospects are allowed to join the league at the age of 18. The NFL and NBA both require potential draftees to spend time in college, and MLB prospects toil away in the minor leagues learning the game. While some prospects do play college hockey or play in the minors, high draft picks have a chance to join the big club right away. Crosby and Kane entered the NHL right away and were able to handle the steep learning curve and faster, more physical game. Other players join their NHL club at 19 or 20, giving them a chance to learn the game at a young age and be a star before they can legally rent a car in the United States.
Market these stars
Whether they are willing to admit or not, the NHL does not have the biggest audience. The NHL front office is desperately trying to find a way to make hockey bigger in the United States, including the introduction of expansion teams in states like Florida, California, and Arizona. The cable channel Versus and the NHL came to an agreement for broadcasting rights, but this move has not panned out. Events like the Winter Classic, an outdoor game on a primetime network did bring some positive exposure, but the league could not maintain interest. Getting hooked up with a network like ESPN again would be a god send, but that may not be easily attainable.
Nonetheless, the NHL can better the game by advertising the star players. Crosby and Ovechkin are the two marquee names, but there are other players out there. Henrik Lundqvist of the New York Rangers and Anze Kopitar, who plays for the Los Angeles Kings, are two great players in big markets toiling in anonymity. Rick Nash and Ilya Kovalchuk of the Columbus Blue Jackets and Atlanta Thrashers, respectively, score highlight-reel goals without anyone to watch them. Instead of focusing on two players, the NHL should market the great amount of talent spread out over the country. Kane and fellow Chicago Blackhawk Jonathan Toews are the next Mario Lemiuex and Jaromir Jagr, but nobody knows about it.
The Plan
Hockey is a great sport, with fast-paced action and intensity. Equipped with a pair of skates and a stick, gifted athletes dazzle their way around the ice and create magic every night. An impressive group of youngsters make the future of the NHL look great, but the league needs to bring attention to these players. In order to gain a bigger audience, the NHL front office must take drastic measures before fading into obscurity. Television commercials, a bigger broadcasting deal, and more primetime games like the Winter Classic will help with exposure.
Gary Bettman and co. need to turn the players into spokesmen. Most hockey players are thoughtful, eloquent, and good-natured. Give the Crosby and Ovechkin show a supporting cast-the more stars all over the country the increased exposure. Contact ESPN or NBC about a broadcasting deal; Versus does not provide enough of an audience. The NHL is also rich in history. The league office needs to remind sports fans that some of the greatest athletes, like Wayne Gretzky, Gordie Howe, and Chris Chelios, found their fame on the rink. The plan calls for aggressiveness and risks, something that will pay off in the long run when more fans tune in.
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