Sidney Crosby is the new face of the NHL. I've heard that phrase so many times it now haunts me in my dreams.
But I have a few reservations.
For years everyone has been pondering how to improve the on ice product of the NHL. But what makes us think there is something wrong with the game?
I love it. Everyone I know who follows hockey loves it.
Boring neutral zone trap? More boring than not watching? I don't think so.
While I do, however, agree with many of the rule changes, particularly the trapezoid and the acceptance of the two line pass, the game was and still is great.
Believe it or not, I talk to many hockey-ignorant sports fans every time I leave my house. What are we going to do when we leave our respective homes? Going to the bar, we watch Tony Romo, Shaun "I'm Afraid to Put My Shoulder Down" Alexander, Randy Moss, and Marion Barber III. We also go to watch Kevin Garnett, Kobe Bryant, and AI.
What's that? You already know who these guys are and what sports and even positions they play? Hmm...
The problem in the NHL is a formerly three-billion dollar industry cannot find competent marketing strategies. It's all about recognition. When Barry Bonds is at the plate, his name and stats are on the overlay. Same for pitchers. When Ray Allen makes a jumper, casual sports fans can see that clearly. Tom Brady throws a pass, we know it's him. We know Randy Moss caught it.
Have any of us (hockey fans) left the house in search of a random pickup game to watch? Of course not, because the players would be meaningless to us. We play sports because we love them. We watch because we love the teams, the faces; the recognition, the loyalty. When people watch ESPN and hockey highlights come on, they hear a name, but all they see is a guy with a number on his back.
To unfamiliar fans, hockey is a bunch of indistinguishable guys skating all over the place. The NHL simply needs to do a better job marketing players, not "improving the on-ice product."
So now we have the "new face of the NHL" in Sidney Crosby, but I feel like the kid's got the personality of a cardboard box.
I don't mean to insult Crosby, but he doesn't seem to have the natural charisma that some other players do: Sean Avery, Ray Emery, Marty Turco, Jarome Iginla, to name just a few. Even Alex Ovechkin has more charisma and he hardly speaks any English.
The last two TV appearances that I can recall were Crosby, then a bunch of Ducks on Jay Leno. The guests were more or less boring, all lacking genuine depth, intrigue, or humor. If Sean Avery were to go on Conan O'Brien he'd surely have some funny stories and would earn plenty of enthusiasm, and I'm not saying that because I'm a Rangers fan. Get Rick DiPietro, the NY Islanders goaltender who turned down an offer to star on the reality show The Bachelor, which would have been a golden NHL publicity opportunity.
Sidney's skills certainly talk a big game. The unfortunate thing is that ability will only resound with those already fluent in the hockey. To buy into hockey, most Americans will need more than just the promise of great skill in a vaguely understood sports language.
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7 months ago
hey sidney .. i'm your number one fan and from pine creek.i love to skate and want to be like you
7 months ago
that is so true. if the NHL wants to do a better marketing plan they need to pick a player with more enthusiasm. you are right that sidney crosby has the personality of a cardboard box. he is too up tight and professional. In my opinion, the player to exploit is Alexander Ovechkin right now. He is playing AMAZING and everytime he scores, he reacts like he just won the stanley cup. He is young and up beat and he is exactly the type of player that the NHL needs to show as the face of the future of hockey. not sidney crosby.
7 months ago
Dear Steve,
I dont know if you tried out for the NHL recently and got cut just because you're not nearly as good a player as Sidney Crosby, or you're just ignorant. Regardless, your article here is so blatantly callous and silly, it ought to be used for toiled paper in a bathroom. I particularly enjoyed you saying that Sidney Crosby doesn't have the "charisma" that other players like Sean Avery have. Sir, do you know the definition of "charisma"? Here, I have linked it for you....http://dictionary.reference.com/browse/charisma
Sean Avery is fun to watch because he's an antagonizer and gets under people's skin. That in no way shape or form that gives him charisma. Why is that every other article written about Sidney Crosby praises how he has embraced his dominance and needed leadership on his team and in the NHL? You stand alone in your arguements sir.
I think what you are trying to say is that Sid isnt nearly as flashy a player like Ovechkin or Igninla. That's probably a true statement because Sid is a passer first. Nonetheless, you are questioning the leadership and again, dare I say "charisma" of the reigning MVP of the NHL. I think you have far overstepped your bounds.
I dont know if you're a Flyers fans who has been overly victimized by Sidney Crosby's dominance, or just seeking attention despite how inaccurate your views are--whatever your reasons, please try and be a little more careful in your irresponsible comments.
7 months ago
I think you are mad because sid the kid is way better than you at hockey
7 months ago
The biggest issue for the NHL is marketing a product that is nowhere near as accessible to the average person as football or baseball.
Kids don't grown up playing hockey because ice isn't easy to come by. Canada is such a different world becaus even the smallest towns have rinks. It's easy to sell something that people are familiar with because they have experienced it.
Having the NHL be a promoter of some grass roots programs, or getting some well known advertisers/vendors to help promote the sport at the lower levels in the US would really help hockey. This is something like the role that Tim Horton's plays in Canada with the Tim Bits program for kids.
Kids grow up wanting to emulate those stars that play the same sports as they do, and the parents get taken along for the ride.
I disagree about the charsima of Sidney, or rather, the lack of that you mention. I find him to not only be an articulate role model for young people today, but as a 40+ woman, the guy is cute, cute, cute.
There are several players that I'd love to see more of in terms of endorsements and promotion and I'm sure that other women would appreciate it too. Remember the chicks want to be with the hot hockey player which makes the guys want to be like them!
The NHL has to "Hollywood-ize" certain facets of its marketing strategy - America loves celebrity, and whether you like it or not sex sells. After all, what is Tony Romo known more for these days football or Jessica?
NHL, time to break down the old boy's network and really understand your market.
7 months ago
Although I agree with your idea that Crosby is not that comfortable in front of the cameras as yet, was Kobe or Lebron when they just started. Now those guys could sell plasma TVs to the blind (um . . . visually impaired . . . you get the point). The NHL has also done a good job promoting other great talents like Ovechkin (his spot for the 2007 All-Star game was hilarious).
Ultimately, I think the league is growing and Sid the Kid is a great role model for young players and his success hopefully leaks down the grass-roots levels in North American hockey where skill is not always optimized.
I think your article brings up some interesting points though. You just need to give the kid some time.
7 months ago
I live in Oklahoma..yes..we have hockey in Oklahoma. It's a minor league team, the OKC Blazers and we love them. We love the CHL. I agree, to make the NHL more interesting, the players need to become more than just someone on the ice. What makes hockey work here is our team is accessible to the fans. The practices are open to the public. The players know a lot of the season ticket holders on a first name basis. The coach and players take the time to help out local organization, visit the schools and have meet and greets. They have a skate night after one of the games. You get to know them. After each home game, they invite their fans to a meal at one of the restaurants. They really work with the children to introduce them to hockey as well. We have two indoor rinks and youth leagues. They get to come on the ice before a game or two and show their stuff to the crowd. I know when players become 'celebrities' it's not as easy for them to do these things. That's what makes our team part of the community. We fought the city council to keep them when they wanted to try for an NHL team in their place. They have the highest attendance of their league. The people here made enough noise that our Blazers got to stay put. If we want NHL, we can drive to Dallas to pay $80 dollars a ticket to sit in the nose bleed section. Put faces on those the names. Get them off the ice and off the television and out there shaking hands, visiting classrooms..little P.R. won't hurt them. They get paid a lot more than our guys do, have a lot more perks...go meet the fans that pay the salary. From what I've seen of Sid, he's doing just fine.
7 months ago
Thanks for all the comments everyone. Regarding Avery's status as an agitator, that role is only on the ice. I am refering to him only in an off ice situation. He has been written about in many area newpapers and the other more charasmatic players I have mentioned are indeed top tier skaters, rather than bothersome enforcer types. Iginla, for example, has a point per game average comparable to any other player in that last four seasons. I am willing to concede that Sidney may simply need some time to adjust to his role. He certainly doesn't diminish the state of the NHL, yet there is room for improvement. What's the next topic? The trade deadline? Get ready ya'll.
7 months ago
Sorry, I hate to disagree with you, but Sydney is the PERFECT representative for the league. He is a media darling and to say he has the personality of a cardboard box is to not actually be watching the commercials the NHL is pumping out. He has all the qualities needed to be the poster boy of the NHL, and by the way... IT'S WORKING.
But he is not the only one being used to promote the game as a whole. Check the NHL.com site for their very well produced commercials featuring many other players who can now be easily recognized OFF the ice. You may not think their marketing is working, but I assure you... IT IS!
PS: Avery CANNOT represent the game. That is NOT the personality you want to present to the non-hockey loving public.
7 months ago
Crosby 411 I believe Sidney Crosby has talent and much potential. The kid got tricks. Everytime he's on the ice he brings something new to the table. Sidney's a great kid doing his own thing minding his own business. HE'S THE PACKAGE DEAL!! AND ALL OF HIS TRUEST FANS GOT HIS BACK.
7 months ago
I question the motives of someone who writes an anti-crosby article when any true fan would be behind him 100%. If you are truely someone who "loves" hockey would you not embrace any oppurtunity to have the NHL get more national recognition, even if it may not be the "answer"? I thought about why someone would make such an overtly false statement, and my only conclusion is that you must be trying to hide the real truth. The logical answer is that you must be trying to hide your feelings for a player of such obviously extrodinary caliber and character. It must be difficult to think about how you blatently burn with desire for this hetrosexual hockey player, when you do not share the same orientation. I hope you can one day come to terms with your own lack of confidence, come out of the closet and admit your true feelings, and write from an objective standpoint.
7 months ago
Some of you guys must be joking... Just because Mr. Held doesn't feel Crosby has the charisma needed to put aspiring hockey fans (like myself) on to the NHL he's some kind of hater? He's hiding his true sexual orientation? He's mad because he can't skate as well as Crosby? Can any of you skate that well?
These jokers missed the point of the article, heard only what they wanted to and ruined Mr. Held's debut.
One thing stands out in the article: Why is it that we know the names and faces of sports players in other leagues so well? Why doesn't this work with hockey? That's the point.
Pay attention, jabronis.
7 months ago
Wow people drinkin Hatorade. Not only is this article is well written and funny as hell, but informative as well. There's nothing wrong with criticism, but get off your high-horse. It's only an opinion, meant to open a topic of discussion. I mean, you can put a cat in the oven, but that don't make it a biscuit.
7 months ago
Yes, by all means pick Avery as a better spokesman for the NHL than Sidney Crosby. Perhaps if Crosby made racial slurs and derogatory cancer comments to people he'd be far more interesting. Give me a break.
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