7 Ways in Which the NHL Is Destroying Its Brand with Lockout

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7 Ways in Which the NHL Is Destroying Its Brand with Lockout
Bruce Bennett/Getty Images

Gary Bettman wants to win the lockout.

There's no doubt that the NHL commissioner is determined to get the best of the players yet again.

Bettman and the NHL owners won that battle in 2004-05 and it cost the NHL the entire season. It seems the NHL is on a path towards a similar event in 2012-13.

Bettman may very well win the battle and force the players to capitulate at one point or another. But the commissioner of the NHL is also sacrificing many aspects of the rest of the league's business while the lockout is in effect.

The NHL's brand, which has grown dramatically since the last lockout, is getting damaged. We're not saying that Bettman and the owners are not considering these aspects as the lockout endures, but perhaps the league should pay more attention to the impact of the lockout on its business.

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