I’m not sure if you gave Gary Bettman a genie and some wishes he could have come up with a better outcome for the 4 Nations Face Off. The midseason tournament was a smash hit for the NHL, thrusting the sport’s stars into the spotlight and bringing a level of attention to the league that hasn’t been seen in years.
A week and a half of thrilling hockey was headlined by a pair of excellent matchups between the U.S. and Canada. It was an ideal result for the NHL as their brightest star scored the tournament clinching goal less than a week after a raucous, fight-filled affair on Saturday night in Montreal. The preliminary match drew a big TV audience in the States and Thursday’s championship nearly hit 10 million U.S. viewers, unheard of numbers for the NHL. Every player has commented about how special it was to play for their country in this format. At every turn, the 4 Nations Face Off was a win.
This isn’t the first time the NHL has enjoyed a bit of extra attention from an international event. Team USA’s run to the gold medal game in 2010 was a captivating story and you couldn’t turn on a daytime talk show without seeing TJ Oshie in 2014. The NHL wasn’t able to keep the positive momentum from those Olympic appearances rolling once games resumed, leaving a questionable track record when contrasted with the post 4 Nations glow.
The big difference this time is that the league owned the tournament. The games were broadcast by the league’s broadcast partners (like NBC in ‘10 and ‘14) and the NHL organized and oversaw every aspect of the event. Social media is also a much different animal today than it was during either of those two events and the league’s star power has never been more impressive. There are certainly more factors playing to the NHL’s favor this time than at any point in the last three best-on-best tournaments NHL players have participated in.
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