Is the Salary Cap Working?

It seems with all the excitement surrounding the trade merry-go round and the day by day shocks and surprises that sprung up around the free agency period, that this offseason has almost been as exciting as the on ice season that preceded it. Perhaps one of the most interested stories to emanate from the dizzying array of rumors and dollars fluttering around the hockey world in the recent months was how the Pittsburgh Penguins were going to cope with the salary cap. Built up from seasons of solid and often spectacular drafting, much of the young talent that drove the once stale Pens’ all the way to the finals were entering varying degrees of free agency including some at the end of their entry level contracts. This left many to ponder how the Pens’ would handle their roster with high end wage demands sure to follow their cup run and youth hype.
As it happens the Pens’ had little to be concerned about merely dropping out a couple of grinders in the form of Laraque and Ruutu, one young star in the shape of Ryan Malone and big money journeyman in Marian Hossa whilst finding reasonably priced replacements for all in the shape of Matt Cooke, Miroslav Satan and Ruslan Fedotenko. Sure these replacements may not be like for like, but the Penguins roster has hardly taken the bashing many thought it would considering the other big loss was Gary Roberts at 41 years old.
No, the Penguins have been the benefactors of a spiraling wage cap and league wide financial ethic that is showing worrying similarities to the seasons running up to the infamous labour disputes that brought about the season long lockout. In fact heading into just the fourth season of post-lockout hockey, the NHL salary cap roof has reached $56.7 million with the floor now pitched at $40.7 million. Put into perspective, the cap floor is now higher than the cap ceiling of 2005-‘06. The result is simple, bigger market franchises still posses the clout to buy into success with such an astronomic cap whilst small market teams struggle to stay in the black with such a high minimum floor. Subsequently fans can expect to see increasing ticket costs whilst small market teams have to juggle their prospects and stars with financial security.
What we now have is increased levels of disparity running its effects throughout the entire league structure with niche market teams feeling the pinch in much the same way as the slew of near bankrupt teams did in 2004. This of course can be traced back to the inception of the CBA, the child that spawned the euphemistic “New NHL.” With negotiations stalling on the concept of salary cap, the NHLPA wanted no such thing whilst the NHL wanted a hard salary cap unbound to league wide revenue, the natural convergence was on a salary cap tied to league revenues. The idea was that franchises not turning over profit would be supported by the high earners, the likes of Detroit, New York Rangers and Toronto. However with the strengthening of the Canadian dollar and the increase in ticket costs and league revenues as a whole, the NHL was able to announce profits in excess of $2.6 billion for 2007-’08. Subsequently players were entitled to 56.3%, up from 55.5% owing to the $2.5 billion excess bracket. Adding on the NHLPA sweetening 5% inflation bump and we reach a salary cap limit that will see average player wages reach $2 million for 2008-‘09, $200K more than before the league breaking lockout.
This would not be a problem if there was not such vast differences in the kinds of numbers the thirty organizations were pulling in, but to look at it from a microcosmic standpoint, the bottom fifteen teams featured in a leaked NHL league table regarding ticket revenues constituted just 35% of the leagues ticket returns, whilst the six Canadian franchises who make up 20% of the league, total 31% of all ticket receipts. Taking in the unchartered variables that surround NHL organizations such as local media deals, arena management and parking costs and the success of the traditional hockey franchises has seen hockey related revenues exceed 11% growth. In a nutshell, the success of the bigger teams has pushed the salary floor above the means of many small market franchises, allowing bigger money deals for the big clubs and the likelihood of continued HRR increases in the upcoming seasons. The revenue linked salary cap merely makes compensation to reach the salary floor and only in seasons where the player’s escrows, an overflow related to payroll midpoint, is available; in short, financial support is scant for small town franchises.
This naturally affects the NHL for the fan, aside from the mere inconvenience of overpriced tickets. With increased disparity, the league will slip into the cycles of predictable big franchise success we saw throughout the decade leading to lockout and in turn this will affect the marketability of the game in the US, where its more popular big “3” are less influenced competitively by fiscal mismanagement. This will mean a sport with comparatively minor support, coverage and sponsorship will be looking at a wage bracket over that of the NFL, the very same situation that brought the games biggest league to its knees less than half a decade ago.
So where do we go from here? With Hockey Related Revenues expected to continue rising for the foreseeable future and the NHLPA having the option to re-open contractual negotiations at the end of the upcoming season, the CBA could come under question very soon. For the majority of owners, 2008-‘09 will see them break even on the losses incurred by the lockout with all subsequent revenue becoming net gain. Although it’s unlikely that the NHLPA will exercise the right to re-negotiate, the latest the current CBA can be re-assessed is 2011-12 by which point, assuming HRR remains at a steady 11%, the cap floor will be $58 million, $1.3 million more than the upcoming seasons cap roof. However just three seasons down the road, most of the small town hockey franchises could be facing bankruptcy whilst the high rollers are free to sign in the highest cost talent. The league will be more lopsided than it ever has been
This will make for some interesting discussions whenever the CBA is next reviewed. The squabbles surrounding the lockout in 2004 was that player’s wages were taking such a significant cut from the organizations turnover that the financial structure had to be rearranged. At the time players were earning around 75%, according to the leagues dicey Levitt Report, or more likely 66% as apportioned by Forbes magazines own investigation of total league revenues. In the aftermath of the new CBA, players saw their portion reduced to 56% in years when profit exceeded the $2.5 billion bumper. However with the continuous rise of hockey related revenues, the players 56% cut is all-but-equal to the financial sum of 66% in pre-lockout money. In the meantime the 34% of the owners share has increased to 44% which sees them making a clear $260 million profit over the terms they found themselves in prior to the new CBA.
With so much of the disproportionate wealth being manufactured by the games elite franchises, there is the very real possibility that when the leagues various bodies come to reassess the CBA within the next three years, the discussions that had been so widely seen as player versus owner in 2004 will become owner versus owner. In the likelihood of many of the NHL’s less profitable organizations facing such desperate financial uncertainty, the bottom end of the microcosmic NHL ticket revenues league table may start squeezing the high turnover franchises for greater financial support. Subsequently the next battle may well be linked to the terms of the revenue sharing policy rather than player wage entitlement.
In the meantime the current CBA is beginning to feel like the dinosaur of the previous iteration. It’s obvious that well maintained franchises such as the Detroit Red Wings will remain successful no matter the financial state of the league, but for the majority it’s becoming the same old game we saw a decade ago, slowly slipping into absurd deals made by careless owners looking to push the big buck whilst smaller franchises fail to create bottom dollar turnover. Is the salary cap working? All signs point to no.

Goodbye 68, Hello Russia

Last week Jaromir Jagr confirmed he would be leaving the NHL to join Avangard Omsk of the Continental Hockey League, now 36 and with his heart set on an eventually return to his native Czech Republic and HC Kladno, the news all but certainly signals the end of Jagr’s oft brilliant, oft controversial NHL career after 17 years.


For anybody who grew up in the hockey world of the early 90’s Jagr was one of those young starlets who developed into a league and world megastar, coming to identify the sport and the NHL in much the same way as fellow Penguin alumni Sidney Crosby does today. With Jagr on his way to Russia, Selanne possibly on the way to Finland or retirement, Kariya and Tkachuk spent forces in St. Louis and Eric Lindros long retired by injury, few of the youngsters who became NHL institutions in the offensive golden age of the 1990’s remain in the modern game. Jagr’s leaving signals nothing if not the end of an era for a large portion of today’s fans.

Drafted 5th overall in 1990, Jagr’s ascent into a powerhouse Pittsburgh Penguins within his first year of eligibility was an astounding feat, that he was also the first Czechoslovakian to play in the NHL without having to defect from behind the iron curtain made it all the more notable and allowed him a privilege many had never been given.

Often dwarfed by the shadow of Mario Lemieux in his early years, upon his mentors first retirement, Jagr went on to secure four consecutive Art Ross Trophy’s between 1997 and 2001, a feat only equaled by greats such as Howe, Esposito and Gretzky. Regarded as the leagues finest skater in the late 90’s, the young Czech developed in skill and confidence from the gangly European who tended to pass the puck into one of the games greatest right wingers, winning two cups in his freshman and sophomore seasons before achieving what he regarded as his finest accomplishment, guiding his beloved Czech Republic to Olympic gold in 1998.
Despite being marred by gambling problems and a tendency to fall out with taskmaster coaches Jagr’s career will forever leave a mark on the NHL.
To end the story there would pay some testimony to a great player and character, but his choice of destination following the NHL is both a perplexing one and a considerable reason for concern in the annals of the NHL.

Often quoting Ronald Reagan as one of his childhood heroes, Jagr boasted that he carried a picture of the former US president in his wallet, an act of immense insubordination in the former communist state of his birth. Now going out to pasture in a country still greatly blemished by the era of communism and too many commentator, still ruled by an old school elite, Jagr’s choice seems at odds with his childhood beliefs.

Naturally the move is fuelled by something else, something more fundamental to hockey itself. Jagr had said that if an NHL team was willing to put up a reasonable contract, he would have stayed in the NHL, yet whilst teams had offered a considerable amount more than Avangard Omsk, the restrictions of the Collective Bargaining agreement tied organizations to one year deals for a potentially injury prone veteran. Jagr was not willing to be wrung through the Free Agency mill again. In the meanwhile Omsk were happy to put up a three year deal for the services of a player still vaunted by North American fans, after all Jagr was not only going to be a superstar for Omsk, but the face of a rival European league.


The Continental Hockey League or KHL is due to commence its inaugural season in September 2008. Having swallowed up the Russian Super League, the KHL has also taken the cream of the crop from the rest of Eurasia including top teams from Belarus, Latvia and Kazakhstan. Funded largely by the new Russian business class of oligarch’s whom came to prominence after the collapse of communism and the subsequent market liberalization, and backed by Russian hockey great Igor Larionov, the KHL is the closest thing to a European super league and with the touted expansion from twenty four to thirty teams in 2009-10, many expect the league to encompass more countries in the next few years. Indeed invitations for expansion have been proffered to Swedish superpowers Frolunda HC and Farjestads BK with teams from the Ukraine expected to bolster the league roster alongside the recent Finnish champions Karpat.

All this makes for a potentially threatening outlook for the NHL, which draws a considerable deal of its fan base from Europeans blighted by a lack of glitz and glamour associated with the world’s major league in their own backyard. Furthermore for a league gearing its rules to a more European game, the lack of traditionally lopsided trade agreements for much of Europe and non existent pacts with Russia has left the NHL open to the potential loss of its European player base who could be easily tempted to the deep pocketed KHL. All of this had been so much smoke in the breeze, a pipedream of primary backer and deputy chief executive of Gazprom, Alex Medvedev who envisioned a great new league born out of Russia. Having only previously tempted minor leaguers, juniors and lesser NHL veterans like Jamie Heward and David Nemirovsky, the signing of Jaromir Jagr, an NHL legend, will provide a real boon for the fledgling KHL.

Avangard Omsk Oblast, to give Jagr’s new home its complete title, is entering into its 58th year of existence with renewed hope. With only one European Championship and one Russian Championship to its name since it’s formation in 1950, the team has undergone a considerable overhaul in recent years thanks to the financing of Omsk Oblast tax payers and it’s part funding by Russia’s fifth largest oil provider Sibneft, now known as Gazprom Neft after it’s merger with Gazprom. Another sparkling example of Russian newfound and selective wealth in an open and oft corrupt market, Avangard Omsk are on of the forerunners for the KHL’s first title to be decided in April 2009 boasting a roster which includes two North American goaltenders in the shape of Fred Brathwaite and John Grahame.

With the recent disquiet that surrounded Nikita Filatov, a top 3 lock to many that ended up being taken on a “gamble” 6th by Columbus in the 2008 Entry Draft, many an NHL analyst will have one eye on the development of the KHL which is benefited by a wealth, interest, population and geographical distance that the World Hockey Association could never muster. Whilst the glamour and too an extent the money still lies in the NHL, the trade boundaries and potential loss of crowd pulling talent could open the door to the KHL if it can broaden it’s European remit into other hockey hotbed countries.

For Jagr, a chance to become a poster boy for a new age in hockey will perhaps allow him to relive the glory days nigh on a decade ago. With the troubles that North America often burdened him now in his past, Jagr can now leave hockey on a new high, in a new place and admired by the worlds second most hockey mad nation. Already given the “A” for the upcoming season, Jagr can build upon the legacy he created as opposed to vanishing into obscurity.

The 84 Game Question

During the November 2007 Board of Governors meeting, the decision was made to return to the pre-lockout scheduling matrix ensuring every team sees each other at least once a year whilst cutting down potential periods of intercity activity from 3 years to 2. A considerable victory for the fans, at least that was how the NHL was selling it, the piecemeal offering to supporters also placated TV companies bored with repetitive league scheduling. However for many the measures did not go far enough and a new debate sparked when a suggested 84 game season was tabled for further discussion by the Detroit Red Wings.
Within the newly suggested 84 game matrix the permutations are varied but general consensus usually circulates about six games (three home, three away) against divisional rivals totaling 24 games, three games (a mix of one home or two home) to the other ten conference rivals totaling 30 games and two games home and away against all 15 teams in the opposing conference totaling 30 games. The subsequent extension of the regular season would be offset by a reduction of meaningless pre season exhibitions whilst ensuring every fan could see every team in the NHL every season.
Merely a suggestion doing the rounds following the great scheduling debate of last years post season, the 84 game concept has its fair share of supporters and detractors whilst underlining a variety of issues concerning the leagues size, product viability and sustainability.
Off course the biggest argument was that fans wanted to see the big stars in their building at least once every season, creating a need for home and away fixtures against opposing conference franchises. Fans only getting to see the likes of Crosby and Ovechkin once every three years was not a palatable concept and was particularly galling for teams in divisions such as the Southeast which struggled to muster enthusiasm for “rivalries” borne out of eight yearly games against the likes of, say, the Florida Panthers. Furthermore, established rivalries between the likes of Toronto and Montreal were bemoaned by opposing fans due to “overkill” on the part of the eight game interdivisional scheduling with the sense of occasion lost; familiarity not so much breeding contempt as tedium.
Whilst Gary Bettman was quick to point out that the league had seen average attendances rise three years on the run with interdivisional matches the most well received, he was not so rapid as to highlight the particular divisional matchups providing sizeable attendance data.
Detroit fans would be less than prompt in buying up tickets for a four game run in the Joe against the perennial crowd diminishing Columbus Blue Jackets, whilst many in the motor city are clamoring for a return to the original six matchups, traditional divisional names and alignments; a degree of feeling widespread amongst an increasing brand of die hard supporters.
Whilst a real return to core values such as the Patrick, Adams, Norris and Smythe may be pie in the sky, the decided and thankful retraction of the divisional schedule was the first recognition that the NHL is not working in its current makeup and size. Whilst some organizations continued to profit during the post lockout scheduling, the thread bare spread of talent and patchy nonexistent rivalry were, and to some extent, still are strangling the NHL and stunting its ability to market the game to US TV companies hungry for week in week out superstar billings.
A big burden the NHL faces is creating genuine enmity when the regular season ends, when Ottawa and Anaheim faced off for the 2007 Stanley Cup Final series they had not met on NHL ice since 2005. Additionally, the repetitive divisional matchups may have made for big games in the playoff run-in but were also believed to be creating lopsided conference standings, especially for teams in poorly stocked divisions. Naturally the decided change makes a lot of sense on so many levels but the 84 game debate signals the want for more; more exposure and more marketability.
There is however a notable sticking point in pushing forward an increasingly diverse fixture list. When the votes were tallied for the reintroduction of the pre-lockout schedule, the result came in 26-4, a sizeable victory with a noted opposition. The four dissenters in the verdict were believed to be Anaheim, New Jersey, Boston and the New York Islanders. Where the latter three were profiting from limited travelling in the geographically tight Atlantic and Northeast divisions, Anaheim were one of a number of Western Conference teams voicing concern over the extreme travelling distances cross-continental match ups would create. Where Anaheim was the only organization to oppose the return to a conference centric matrix, there would almost certainly be greater opposition in an 84 game debate.
This however controverts the NHLPA’s stance concerning travelling, with players believed to be in support of an 84 game schedule and increased balance if it saw a reduction of pre season exhibitions.
When the debate was originally tabled in November, the information from the NHLPA had not been received but the debate will almost certainly be tabled latter this year.
Whilst detractors are quick to concern themselves will the potential ruinous effect two extra games could have on the record books, my personal belief is that the NHL should be looking to shorten the schedule, to concentrate the matchups and to maintain sustainable interest in struggling markets. Perhaps employ a 74 game season with the three inter-conference games reduced to an even one home, one away make up, reducing games per week, allowing for an adequate spread of TV coverage as to avoid the usual canonizing of six teams to the detriment of the leagues other 24 and reducing league wide injuries. A shorter schedule would allow for more journey time and would see many teams spending considerably less on travel in a balanced schedule. It would of course see the NHL glean less revenue and shoot the idea dead in the water.
Personal digress aside, all eyes could be back on the great scheduling debate come the next GM’s meeting as players and organizations clash over how best to balance the leagues marketability and short term viability. Balancing the schedule further would be an undeniable victory of fans, more so in marginal markets as well as making the league a more versatile brand. With a decided increase in league revenue and players support the 84 game schedule is a shoe in if dissent from the West can be quelled.

Why Fighting belongs in the NHL

Fighting in the NHL remains one of the most staunchly debated subjects in the world of the hockey and yet the argument barely divides supporters down the middle. Far from a modern topic, the recent incident with Patrick Roy’s son Jonathon has quickly risen fighting back to its usual grandstanded place. Now I’m not here to endorse stupidity like Roy’s kid or fighting for the sake of fighting but I am here to support fighting as the part of the game it always was and the integral part at that.

Last season 38.46% of regular season games saw a fighting major called with 143 games seeing multiple fights, up from 31.22% of games and 87 multiples the season before. Where the statistics spiked were less than 3% down on the season before the lockout and the “new” family friendly NHL. The big project of castigating the enforcers on the ice whilst remaining cryptic off it has begun to backfire on the league and there is a stonewall reason behind the increase that defies the concepts of entertainment and goonery.

Post-lockout the NHL was looking to rebrand itself, the pre-lockout game was getting bogged down with obstruction plays and slowing the sport that marketed itself as the fastest game in the world. The remit was to tighten holding, hooking and interference calls and open out the game, showcase the talent and make the sport a more family friendly spectacle. There is this perception that if they took the hard stuff out of the game the fans will suddenly flock; of course this could be dubbed as more league chicanery in the face of next-to-zero TV coverage. After all, how are you going to promote the friendlier NHL when nobody gets to see it and furthermore why oxymoronically support the divisional schedules with phrases like “familiarity breeds contempt” and then complain if it becomes violent? But I digress.

With the post-lockout game opening up the ice the game certainly became faster and players such as Peter Worrell, Gordie Dwyer, Chris Dingham or any enforcer who possessed little to no skating ability, puck handling consistency or offensive flair were rendered extinct either in the first year or after the instigator penalty was brought in and that was not entirely a bad thing, after all even Bob Probert or Tiger Williams could post nigh on 30 goal seasons. What the death of the barely-skating-fists brought in however was an entirely new type of enforcer designed for an entirely new NHL.

With the prototypical goons rendered obsolete by the rule changes and antsy officiating calling chincy penalties left right and centre, the NHL has become blighted by the agitator. Generally smaller players who won’t think twice about drilling players head first into boards or laying stupid charging hits in vulnerable positions, with the emphasis on stupid and not “a hit.” Players who to name and shame include Hollweg, Janssen, Tootoo, Avery and Cooke have become cheap shot merchants with free reign.

Now the agitator isn’t a new breed, but time was their job to draw penalties could be negated by the threat of a hulking player like Worrell or Dingman offering them a beat down for their insolence. Now there is a lack of respect and the hitting is getting out of hand, the fact that an instigator penalty can give the cheap shots a power play is drawing significantly closer to a bad injury and not one brought about by fists.

In fighting there is a code and honor, but hammering players head first into boards is downright dangerous. One of the anti-fighting schools of thought is that eventually a fight is going to end in tragedy, and of course as a Toronto fan, I and the rest of the league held our collective breath when Kris Newbury hit the ice head first after a series of haymakers from Ronald Petrovicky in 2007. The fact that Newbury, a competent scrapper, came out of hospital amidst the moralizing and said “I think it [fighting] belongs in the game, it's just a freak accident that happens every once in a while." Seemed to have been lost in the moral panic, meanwhile think back to Hollweg’s head high cross check on Sergei Kostitsyn or Cam Janssen’s frankly pathetic über late jumping hit on Tomas Kaberle and its hardly surprising that a new talented breed of enforcers are making their way back into the game.

Of course the whole deal became a lot smoother for the contemporary goon after Anaheim’s cup winning triumphs atop the record of most fighting majors by a team, a fete fronted by fan favorite George Parros. Not only popular with the fake moustache wearing crowd, Anaheim showed that fighting could still be used as an integral part of a winning formula be it as a momentum breaker/builder, keeping dirty players in check or bringing the crowd into the game whilst mocking the ambiguity of the instigator rule. What Anaheim did was set the wheels moving towards intense offensive hockey, supported by a heavy core of players who could be called upon to intimidate if needed, basically hockey where it was prior to the lockout.
Of course a return to fighting would clearly result in fans marching out of the arenas in utter disgust, but low and behold the NHL saw a 2% increase league wide in attendances in 07-08’. To note this simply to the increased proliferation of gloves on the ice would be trite, but to say the trend, which started early in the season, was damaging to the game would be plain wrong. As Mr. Hockey himself, a.k.a. Gordie Howe once said:

“I have always believed that far more people come to games to see the fights
than stay away.”

And in this sentiment belies the paradox that stereotypes the act. Hockey is not solely about fighting and those reputed fans that come to see the fighting alone, if such a fan base exists, are not fans of the game, but there are almost certainly more of them out there than this phantom crowd that are put of by the “nature and barbarity of the game.” The nature being the important phrase and not one implicit to the act of fighting alone but owing to the history, traditions and stereotypes of the game, draw from its necessity. Basically if you don’t like fighting and physicality, chances are hockey is never going to be your cup of tea.

Perhaps it’s easy to wax lyrical in the face of naysayers about the good ol’ days, the Broad Street Bullies and the Big Bad Boston Bruins, but the fact of the matter is that fighting is still an important part of the game, both in play and also in the marketing of it. Whilst I don’t believe in pandering to a crowd of fight hungry meatheads, many would argue that the NHL’s inability to pull a major US TV deal lies in the decreased marketability of the game sans fighting in the American market. The fact the league uses this as a springboard to usurp much of the physicality in the game for endless power plays shows how out of touch the league is in marketing itself to even the most fervent followers.

If you were to take an example, one particular to my argument, say the Columbus Blue Jackets. Their season was all but over with a couple of months to spare, in the face of a miracle. The fact they had the league leader in fights, the small but ultra willing Jared Boll provided some pull for crowds in a quiet market. Pair that up with the fact that Boll and fellow fighter Jody Shelley are amongst the fan favorites after Rick Nash and that after Nash are two of the most enthusiastic players to skate in the Jackets teams and its hard to see how these power players can’t be a pull of a mainstay demographic.

Subsequently fighting is a part of a multi faceted sport and that is what makes hockey the spectacle it is. The various roles of the players, the strategy, the scoring and the physicality, its all part and parcel of what makes hockey the greatest game in the world and the NHL the greatest league. A wise man would market fighting for what it is, a part of the game and stop placing it on a pedestal of evil as if the debate were more prevalent than the sport itself. A great fight, especially if it were for the right reasons, can be part of a spectrum of experiences that can occur in hockey from the nasty to the sublime and we should stop striving to remove the various layers of the game as if to leave it bare and bleak.

For me I don’t find a place for marketing in the debate of hockey fighting. Hockey fights happen for a variety of reasons, some good and noble, some bad and pointless they are never there to be a circus sideshow attraction and the guys dropping their gloves are not performing monkeys. It happens down to emotion and protecting your team mates and god forbid if those elements are ever removed from the game.

Relocating the Predators: The NHL an era of Expansion or Relocation

Try as it might the Nashville Predators haven’t quite imploded, no sooner is the first financial threat to the franchise quelled by a deal with a Nashville based business consortium fronted by David Freeman, then the second majority shareholder under the new consortium, William Del Biaggio, files for bankruptcy. Of course anybody who has been following this story will be aware that Del Biaggio had previously lobbied to bring an NHL franchise to Kansas City and the AEG group owned Sprint Centre for whom he was in agreement with; but ceased his Kansas City intentions upon entering into business with the Nashville Consortium.

Nevertheless with his 27 percent interest (worth around $60 million) in the Predators up for grabs after Del Biaggio’s assets were placed in the hands of a trustee, one name refuses to go quietly into the night.

Jim Balsillie had been in the frame to buy the franchise in May 2007, making a bid in the region of $220 million when the Nashville Predators were first put up for sale by then owner Craig Leipold. The deal went hand in hand with Balsillie’s inaugurated company, Golden Horseshoe Sports & Entertainment, securing exclusive rights to bring an NHL team to Hamilton, Ontario’s Copps Coliseum alongside reported intentions that Balsillie would spend a further $140 million bringing the Southern Ontario arena up to NHL standards.

Having previously been snubbed by the NHL when he tried buying up and relocating the Pittsburgh Penguins in December 2006 when he was told that the NHL would restrict his control of the franchise, Jim Balsillie did little to improve his relations with the NHL board of Governors this time when he started accepting season ticket deposits for the “Hamilton Predators” season 08-09’ through the Canadian branch of Ticketmaster. Conceived as a PR stunt to show the league that hockey in Hamilton was more viable than Nashville, sales were extremely healthy; deposits totaled all 80 luxury boxes under support of Hamilton based businesses as well as selling a further 13,000 seat deposits, far surpassing the Nashville Predators 06-07’ 9,000 season ticket uptake. However this strong arming was seen in contradiction to the leagues policy of “Good Faith” for potential buyers who are expected to make some effort to keep the franchise in its initial location whilst angering NHL Commissioner Gary Bettman who has been a keen supporter of NHL franchises in unconventional American markets.

Despite support from Phoenix minority owner and hockey great Wayne Gretzky who sits on the NHL board of Governors and Ontario Premier Dalton McQuinty who suggested that the provincial government would consider offering financial support if the team relocated, Balsillie’s interest in relocating to Hamilton was further muddied by the Canadian Competition Bureau who informed the NHL over its relocation policies in regards to territorial infringement in light of Balsillie seeking legal opinions in fighting the current rulings which would have forced Golden Horseshoe Sports & Entertainment to offer compensation to both the Toronto Maple Leafs and the Buffalo Sabres if a team began operating within 50 miles of these existing markets.

With the league leaning on Leipold and Leipold himself indicating that extra time would be granted to seek a Nashville based financier, the Balsillie deal soured at the same time Leipold denied dealing exclusively with Del Biaggio’s Kansas City consortium bringing a Nashville investors group into the picture as a third party. Del Biaggio later became involved with the Nashville investors through Leipold who then signed a letter of intent to sell the franchise to the Freeman headed; Del Biaggio backed 36 Venture Capital LLC upon receipt of a $10 million deposit for the full $193 million purchase price being tabled. After protracted negotiations with Nashville Mayor Karl Dean and the NHL Board of Governors, the sale of the Predators was approved in November 2007 seemingly securing the teams future in Nashville.

However the recent bankruptcy of Del Biaggio, who currently owes Craig Leipold $10 million, has left the franchises financial position in a questionable state. Whilst the league and owners group has brushed aside the immediate turmoil, branding Del Biaggio a minority investor, his $52 million stake alongside partner Warren Woo’s $10 million leaves a sizeable hole in the 36 Venture Capital LLC purchase. With Del Biaggio’s creditors scrambling to reclaim as much as possible from the fiscal debacle and a vacuum forming in the deal, the league alongside the remaining Nashville investors, may not be able to hold of a renewed effort by Balsillie in the current credit crunch climate who it immerged was approached by Del Biaggio in the weeks leading up to his bankruptcy filling leading to a verbal agreement that was, once again, refused by the NHL. Furthermore, the Predators have got to exceed an average of 14,000 fans a game for the next two seasons otherwise their current lease agreement in the city and with the Sommet Centre could be terminated.

What does this all mean? The blue touch-light paper has been lit for another NHL rumor mill abound by relocation and expansion talk.

Of course the above story negates the probability of expansion with the league trying to secure its current struggling franchises whilst the fiscal credit crunch would be an inopportune backdrop for seeking investors for new arenas. Whilst expansion talks have reputedly been tabled at recent Board of Governors meetings, Bettman has remained coy about broaching the subject in a public domain on one hand and flat out denying any further expansion plans on the other. Still conventional wisdom dictates that in the long run Bettman is a proponent of two 16 team conferences totaling 32 franchises, bolstered, of course, by exorbitant expansion fees in a time of poor television revenue.
Cities that are regularly cited are Las Vegas and Kansas City with parties also interested in Winnipeg and Seattle. Contrary to constant black balling, Balsillie clearly has the money to float a team in Hamilton whilst Oklahoma City has bust a gut on two previous occasions offering tax incentives. Houston has made a move on the previous two NHL expansions also but now look to be outsiders with Indianapolis and Milwaukee who are floated more by talk than any real corporate interest. If Seattle were to fall out of the picture a popular support is building behind any potential Portland bid whilst Quebec City remains a nostalgic candidate.

Whilst expansion maybe a while away, the possibility of franchises relocating is clearly greater in a time of financial difficulty. A recent leak of franchise ticket revenues for 07-08’ obtained by CBC, underscored some of the lame duck teams operating from under Bettman’s contrived American footprint. Whilst Canadian teams, who make up 20% of the league, are currently responsible for 31% of all league ticket revenues with all six teams featuring in the top seven, (the only American team to break into the top seven earners are the New York Rangers in fifth) the bottom fifteen franchises in the ticket revenue league, or 50% of the league, account for just 35% of league ticket revenues, the bottom of the pile being Phoenix ($0.45m), Florida ($0.5m), Chicago ($0.5m), New York Islanders ($0.55m) Atlanta ($0.55m), Washington ($0.55m) and Nashville ($0.6m). Whilst Chicago’s poor finances can be put down to a prolonged period of chronically poor team management, the other six teams are in genuine trouble with four of them representing Bettman’s push for unlikely American hockey markets in the 90’s.

Hockey is clearly proving a hard sell in the desert and Gretzky, a part owner of the Coyotes, has often waxed lyrical about a return to Canada in future league expansion. Florida is hitting an even greater wall as the sport fails to grasp even the slightest foothold in the sunshine state whilst the Islanders are facing increased pressure in the leagues highest density geographical market. Whilst Atlanta and Washington are under no immediate threat, Nashville, as mentioned above, clearly are and the basement of the leagues revenues are not the only financial danger spots. Season’s of on ice rebuilding saw Los Angeles ticket revenues fall by 7.1% between 06-07’ to 07-08’, one of only six teams to post such losses, another being the Columbus Blue Jackets whose sales were down by 5.9%. Further towards the top San Jose finished 13th in the revenue table ($0.95m) but announced that ticket prices would rise for 08-09’ campaign due to hockey operations costing the franchise a purported $5 million in losses in each of the last two seasons.

Paul Kelly head of the NHLPA has been quick to jump on the figures suggesting that looking north would clearly be the way to push the league forward citing the 30 team setup to be ideal. Of course this hints to relocation over expansion and Kelly has been a supporter of Balsillie, if not by name, recently stating:

“I think it would be a huge error not to relocate one of the existing franchises
to Hamilton or Winnipeg"

When speaking to the Toronto Star in early June.

On the contrary, the end of last season was abuzz with swirling reports that Expansion plans were to be set in stone, whilst these announcement proved to be unfounded expansion remained at the forefront of rumor mill agendas with the two most likely expansion franchises continuing to be cited as Las Vegas, fronted by multi millionaire film producer and avid hockey fan Jerry Bruckheimer and Kansas City, still backed by AEG and bolstered by the presence of the NHL ready Sprint Centre. This of course would continue in Bettman’vein to force feed hockey into unsustainable markets at a time when the league is becoming increasingly
bloated by such franchises.

Potential NHL Locations:

Las Vegas and Kansas City

Whilst Bruckheimer toyed with purchasing the Penguins in October 06’ Bruckheimer seems to be more interested in expansion than relocation and is in cahoots with AEG President and CEO Tim Leiweke, the man behind the Kansas City bid and Sprint Centre, to build an NHL ready arena. Whether a possible partnership to build such a venue in Las Vegas along the Strip would muddy both cities getting a team is too be seen but the Del Biaggio saga has done little to strengthen confidence in the Kansas market whilst analysts are quick to point out the failings of the 1974-76 Kansas City Scouts who up’d sticks after two years and moved to Colorado as the Rockies. Of course Kansas City supporters would quickly retort that the Rockies failed but the later relocation of the Quebec Nordiques to Colorado as the Avalanche has been a relative success proving that market re-entry can be viable whilst a scheduled pre-season exhibition game between the St. Louis Blues and Los Angeles Kings at the Sprint Centre is being touted as the NHL testing waters in the Missouri market. Nevertheless what would quickly become an AEG duo would do little for the supporters of the NHL’s confidence in Bettman nor would blindsiding a desperate northern market yet again.

Seattle and Portland

So if the unlikely were to happen and the NHL did expand in alternative cities to Las Vegas and Kansas many would taut Seattle as a front runner. Remaining in America, Seattle would not be as unpopular in the eyes of traditionalists owing to the cities history in the sport, after all the Seattle Metropolitans of the Pacific Coast Hockey Association were the last winners of the Stanley Cup in 1917 before the foundation of the NHL and were losing finalists in 1920 before the NHL assumed total control over the cup. The city can also boast a profound history in major junior hockey, playing in the Western Hockey League since 1977 as first the Breakers and then the Thunderbirds under which moniker they were losing finalists in 1997. Seattle would also provide a plug in the NHL geographical map and give the Vancouver Canucks a much needed rival (although questions remain over the fiscal loss or gain by obtaining a close geographic rival). Nevertheless Seattle are a candidate without an venue, the Key Arena where the Thunderbirds played until this season has a capacity of 15,177 for ice hockey but the over subscribed venue has forced the Thunderbirds to seek a new home in Kent, Washington for next season. Questions are also raised about the cities cosmopolitan demographic for what is seen as a blue collar sport and the subsequent manhandling of the NBA Seattle Sonics franchise.

With this uncertainty and a perceived Pacific Northwest audience, Portland has been banded around as a potential home for the NHL owing to its further geographical positioning to Vancouver and its excellent Rose Garden Arena, home of the NBA’s Portland Trail Blazers and WHL’s Portland Winter Hawks. With an ice hockey capacity of 18,280 and a state of the art facility, “The Gardens” multi-billionaire owner Paul Allen has researched interest for a second winter sport, but the perception is that Portland is too smaller market and the Trail Blazers too big a financial burden with a history of fiscal disasters in the wake of the NBA franchise and arena.

Winnipeg and Quebec

It would be frivolous to reiterate the position of Hamilton, Ontario and the Copps Coliseum but as Paul Kelly underlined, Canada is a market which could easily sustain another one or two franchises in the current NHL market, subsequently whenever the subject of expansion or relocation arises people can’t help but look back with a hint of bitterness to two Canadian cities who had their franchises ripped from them.
Off course, Winnipeg stands out for potential investment due to the previous popularity of the Winnipeg Jets and the recently built MTS centre which hosted a sell out pre season exhibition game between the Edmonton Oilers and the Phoenix Coyotes (the contemporaries of the Jets franchise) in September 2006, however with a seating capacity of just 15,015 for hockey, the arena would require a sizeable expansion. Furthermore, whilst there has been league wide support from such luminaries as Wayne Gretzky, Ottawa owner Eugene Melnyk and Gary Bettman himself, Winnipeg audiences have proved resistant to the perceived top dollar costs of modern day NHL tickets. Nevertheless the comparably poor currency exchange between the Canadian and US dollars of the mid 90’s, that was in part the downfall of both the Jets and the Nordiques, has improved notably in the franchises 13 year absence and now looks a better time than any for a return to the great white north especially with the leagues new collective bargaining agreement and salary cap.

For Quebec, corporate support and league wide backing has been somewhat more subdued and in the modern climate of the NHL, a lack of corporate backing both putting up an offer and buying up luxury boxes alongside a lack of an NHL capable facility, scuppers any realistic chances for a prompt return to the big league and the general feeling is one of financial apathy. Furthermore, both teams would face the potential wrath of the Canadian Competition Bureau which could provide a legal maelstrom that Bettman’s southern outlook would keenly avoid whilst a there is an awareness towards the cyclical nature of the Canadian dollar and the struggles some of the Canadian franchises were facing prior to the lockout.

Oklahoma City

The overlooked outsider, Oklahoma City, is yearning for a high level pro league sports team to house in its impressive Ford Centre Arena. Already trying to relocate the Seattle Sonics, the city government has shown in the past its willingness to offer tax incentives to draw the big leagues. Indeed it was a major part of their 1997 attempts to bring the NHL to Oklahoma and now it has an arena to go with its aspirations and a hockey fan base borne out of the Oklahoma City Blazers who play in the Central Hockey League and have housed hockey teams on and off since the original Blazers were founded in 1965. Whether Oklahoma has a sufficient fan base for the NHL as well as an NBA franchise; or anybody will come forward to tender a bid awaits the day the NHL needs new buyers. It seems likely that Oklahoma will remain an unlikely site for the NHL in the near future.

In my opinion the league needs to stick to 30 teams and concentrate on marketing the game and increasing television revenues and interest. A watering down of the NHL’s current talent pool is the last thing the league needs when its revenues are still small fries to the big three of the MLB, NBA and NFL with the upstart MLS providing real competition in a number of American markets.
Still I am not opposed to a realignment of the league and relocation of some of Bettman’s struggling brainchildren. Hockey was never going to be a good fit for Florida and Arizona whilst Nashville could be as good as buried if Balsillie can surpass hockey politics and become a big money minority investor. Sure an increased number of Canadian teams will partially dilute some existing markets and Hockey Night in Canada income, but in the current financial climate, a mid pack Canadian team, in terms of revenues, will do better than bleed money hand over fist like the Coyotes and the Panthers. There is a hunger for the sport in the North that Bettman’s purported plans for Las Vegas and Kansas City continues to ignore in the face of stone wall facts, sure the initial $300 million will boost league coffers, but the heritage and strength of the game should have some part in Bettman’s long term plan.

In my ideal world I would relocate the Panthers, Coyotes and Predators, putting two in Canada, be it Winnipeg, Quebec, Hamilton or less likely Halifax and one in Seattle or Portland, it would make sense and it would renew the NHL, both in terms of the sport and the business. Many think that Bettman’s reign has been money orientated; if that were the case surely the time is right for a return to Canada and a new franchise in the Pacific Northwest.

Logos: Battle of the NHL Rebrands

The Reebok hockey revolution has, for many, been another disappointing foray into the homogenization of rebranding. Gone are the days of smaller specialist manufacturers like Koho, CCM or Bauer adorning shirts, now just one text-speak abbreviation of an multi national conglomerate, encapsulating all that has been wrong with the leagues marketing plan in the last two decades, sits on the new "streamlined" and characterless game day and replica jerseys.
It’s true to say the theme of modernization has once again swept through North America's most rebranded professional sport. Kick started by the NHL's post millennium push for increased television revenues and game attendances, many franchises felt that "2K" would be a time to revamp their teams facade for a new age. Forget tradition; logos, arenas and jersey designs were all for the chop as teams looked for a savvier, sophisticated and "re-modified" image. But to what end and with what level of success?

Logos are by far and a way the most recognizable image and trademark with which every team is identified. It's on the jerseys, the centre ice, the dancing scoreboard displays, the commemorative pucks and zambonis, the corporate letterheads and little plastic cups from which you drink your beverages at the arena. It's how you recognize in an instant which team you will be playing as when you let your XBOX randomize the matchup and it does all this whilst transcending and identifying the heritage and traditions of a franchise and a city. On those terms rebranding should not be a simple boardroom decision followed by cake. Nevertheless, this is the NHL and tradition is a bygone word cast back to the nostalgia of the original six. With the big money contracts and sponsorship deals, the TV licensing and the "new fan" attract-ability scale; the last decade has not been shy to re-imagining and other such suit and tie terms. Yes RBK's foray into destroying the games traditions is a glaring light in recent times but the shift to the "new" NHL is not the product of one sponsorship contract but a rapid ascent from small time tradition to big time multi-media entertainment.
So who wins out in the modern NHL in the logo stakes? Seven franchises have rebranded their logos and jerseys considerably in the past decade whilst San Jose, Tampa, St. Louis and Calgary have modernized old designs. Furthermore five teams have been using a second or alternative logo with confusing frequency, are any of these superior to the traditional designs?

Major Rebrands
Buffalo Sabres
Technically the first image here was a 1996 rebrand from the Sabres’ original, popular, expansion logo that has made it's way back as an team alternative; the sabre's crossed beneath a buffalo. This quintessentially literal take on the team name was followed up by the considerably more ferocious buffalo head you see here. It's white, silver, red and black design was formed to fit in with the teams redefined jersey colors in their inaugural season in the Marine Midland Arena, a season that saw them win their first divisional title in 16 years and then the madness of Ted Nolan and Dominik Hasek in the playoffs. Nonetheless, having failed to make the playoffs the season before the rebrand, Buffalo went on to make five consecutive post seasons including a run to their second finals in 98-99 losing out to the Dallas Stars in 6.
However the Hasek anchored team began to fail following his trade to Detroit in 2001 and the side endured three poor playoff-free seasons as management struggled to lock up contracts. Following the lockout, Buffalo persevered with the "Goat Head," as it had become popularly known, for one final year, making the conference finals and losing in a narrow seven game series against Cam Wards’ eventual cup winning 'Canes. Generally derided and never fanatically adopted, the Sabres fans were led to believe that the return to the yellow and blue days would see a return to the traditional logo. However, if the "Goat-Head" was disliked, the new logo was going to underline awful branding.
Nicknamed the "Sluggalo" or the "Buffaslug," the new logo managed to overshadow the much-applauded return to blue and yellow with one of the most hideous re-imaging’s in NHL history. An online petition to ditch the leaping, gordy yellow buffalo was instantly underway; reaching numbers doubling a full capacity at the HSBC Arena. Despite this resistance, the new color scheme allowed the franchise to congratulate the new image coming top in the NHL merchandise league. In spite of the general brand discontent, the maiden season for the yellow buffalo saw the team claim their first Presidents trophy, the rebrand working the same as it had a decade previous. A failed regular season this term however will do little for the slugs appeal.

Conclusion
I personally liked the "Goat-Head," nicely drawn and detailed; it was modern but fierce years before the Nashville Predator came into being. Despite my reasoning the fans yearned for the old logo and never truly took to the “head”.
Unpopular as the “Goat-Head” was however, the "Slug," is down right abysmal and easily one of the leagues worst logos, an atrocity and a footnote to modern business' inability to listen to its customers: the fans. For me the "Goat-Head" wins out in this battle but the fans want the original logo back on their jerseys and with the increasing appearance of the crossed sabres as an alternative, you feel there is some stealth compromising occurring on the part of the Sabres franchise.

Columbus Blue Jackets
Perennial strugglers from their inception, there has been signs of life in recent times for the Blue Jackets, but with an up to now fairly incompetent general management and marketing department, progress has been slow visually on and off the ice.
Conceived with one of the dullest uniforms in NHL history, the original logo seemed to pose more questions than answers, especially given that the 13 stars adorned on the cheap looking "CB" was four short of those on the Ohio state flag, the situation was made worse by the amateur cartoon insect alternative that was adopted in the seasons leading up to the lockout. A continued lack of success thereafter was at least supported by the consignment of the "Blue Jacket bug" to the NHL history bin. With the team starting to look competitive in recent years, the RBK revolution was the turning point for the Jackets new look. Sponsored by Reebok, the team was rebranded and the new logos and jerseys were unveiled.
Well technically, the new logo was actually the replacement alternative for the bug, but nevertheless a much improved look brandishing a stylized rendition of the Ohio flag, albeit still three stars short; with a fairly indistinct C formed from the tail. Despite its shortcomings, the new design has proved considerably more popular with fans.

Conclusion
I hate to say it but Reebok and the Jackets got it right here, the original looked like a pee-wee teams badge owing to it’s amateur hour design and gordy fluorescent “stick J,” whilst the new logo is a neat example of simple-intricacy and style. The whole team image has been tightened and shows a renewed focus on making the team a success; given a year or two the sweeping flag may see more than 82 games and the new logo may herald a successful age for the fledgling franchise.

Los Angeles Kings
Perhaps indicative of Tinsel Town, the Kings have seen five distinctive logo overhauls in their forty one year history. From the classy yellow and purple originals that sat on the considerably less classy yellow, white and blue jerseys, to the ugly grey and black "Chevrolet" logo of the slightly improved uniform. However the contestants in the LA category for best rebrand consist of the two primary designs in the purple and black compromise-look era of Phillip Anschutz; the “Shield” and the “Purple Crown.”
Hockey mad billionaire Anschutz bought the Kings out of bankruptcy in 1995 and rebranded the team in 1998 in time for the Kings post-Gretzky rebuilding era and the teams’ Staples Centre relocation to downtown LA. Having lost the final in '93 five seasons after hockey’s most notorious blockbuster trade in '88; the arrival of Gretzky and the grey and black, LA had been in rapid decline with a talent pool of just two players. Keen to build from the ground up, Anschutz allowed an ageing Gretzky to be traded away to St. Louis before bringing in Dave Taylor as GM. Under Taylor the Kings continued to struggle as the side developed, however the season before the Black and Purple came in, the Kings finally snapped a four year playoff hiatus. Another season outside of the playoffs greeted the new Kings “Shield” before two consecutive appearances encompassing a memorable 2-0 series turn around against the Red Wings dropping them in 6. However this would prove to be the sole playoff victory for the “Shield” and after another first series defeat to the Avs' and another season outside of the playoffs the new “Crown” was adopted in 2002. Nevertheless the “Crown” has seen even less of the playoffs than the “Shield” managed, to be precise none, as the Kings seem to be in a terminal process of rebuilding with a trigger happy management ethos.
Many fans called for a return to the “Shield” or the older “Crowns” of the 60's and 70's in the new Reebok age, but like the stagnant performances on the ice, off it, LA have failed to heed the calls of the fans.

Conclusion
LA's badge is one of the more amateurish and dull the league has to offer. True, the old “Shield” featured a lion wearing sunglasses, but it was undoubtedly one of the more unique offerings and a considerable deal more successful than the new “Crown.” The loss of the colored stripe at the bottom of the new RBK jerseys has further diluted a once bold NHL brand and it can only be a matter of time before the team name is scrubbed off, not only is the hockey going down the plug hole but so is the teams flamboyant brand.

Ottawa Senators
It’s hard to believe that the Senators name in this form was only conceived in 1992. As natural a representation of the much storied Senators of 1883-1934 as can be managed in modern franchised professional sport, the contemporary Senators level of success has been modest in comparison to their namesake, but from an horrific first four years, the team has built to be one of the most consistently successful teams in the NHL. A claim supported by ten consecutive playoff berths, a finals appearance where they were beaten in 5 by the Ducks and the 2004 Presidents Trophy. Deciding upon a more literal approach to the term "Senators" than the single "O" bearing hooped jerseys of the "original" Sens’, the new team donned a simple yet classy centurion figure in profile, replete with team colors that served the Sens’ well throughout the years without any discontent from fans.
It was with some surprise that the Senators chose to jump on the RBK rebranding bandwagon and rework what had quickly become a modern classic in the field of NHL logos, what was worse; whilst many other teams had grown up and created more sophisticated renditions of their logos, the Senators had dumbed down the imagery and created a new more cartoony centurion in full 3D. Whilst the reintroduction of the traditional “O” as a shoulder patch has been well received, the new centurion has met with mixed opinion. The Senators had built a good reputation of their old logo and the newer version saw its maiden season go from excellent to awful. Nonetheless outcry has been kept to a minimum, a comparative success for the RBK age in that respect.

Conclusion
I liked the old profile logo; it was arguably one of the leagues most sophisticated images. To devolve into cartoony town seems a little contrived in the new NHL market whilst the jerseys have taken a trip towards tedium all too familiar with the Erbik (RBK) brand. It’s a shame that the Senators felt the need to rebrand the franchise off the back of successive successful years but that appears to be the NHL way these days.

Phoenix Coyotes
With the escalating costs of running a franchise mixed with the increasingly devalued Canadian Dollar, Winnipeg knew the game was up when the Quebec Nordiques up’ d sticks and moved south of the border. However, whilst Colorado seemed a perfect place to establish a hockey market, the arrival of the Coyotes in the middle of the desert was perhaps a little more surprising. Even more eye catching than the teams move from the cold Canadian climbs however, was the unusual marketing effort that followed.
Perhaps becoming the most unique looking team to ever skate on NHL ice, at least since the California Golden Seals, the Coyotes were awash with some fantastically original imagery. From the cubist-come-native art Coyote, to the busy Indian style bordered jerseys, the Coyotes were celebrated and derided with equal ferocity throughout the NHL. Nevertheless, on the ice the transition from Winnipeg to Phoenix saw a new age of consistency continuing on from the Jets swansong playoff performance. Being able to hold onto stars like Tkachuk, Doan, Tverdovsky and Khabibulin whilst adding Roenick and Tocchet to the mix; the Coyotes were reliable performers making four consecutive playoffs appearances with five in six seasons. However under the “native coyote,” Phoenix never progressed beyond a conference quarterfinal and worse was to follow.
With an increasingly unworkable lease with the owners of the America West Arena the Coyotes began bleeding finances and the team was sold to a consortium investment including Wayne Gretzky. Legend had it that Gretzky’s arrival in LA was aided by an agreement to renew the teams brand from the painful yellow, white and purple to grey and black and rumor speaks of a similar agreement regarding the Coyotes. On these terms it is worth noting that the original “native coyote” and Indian jerseys were dropped in 2003 in favor of the new, simplified “howling coyote” and minimalist rust colored uniform style just two seasons after the Ellman construction consortium, for whom Gretzky was a part, took financial control.
Conspiracy aside, the new brand was adopted for the sides opening season in the new Jobing.com Arena but the teams’ fortunes had been clipped by the financial dilemmas of the two previous seasons. Being forced to build from youth, waivers and free agents the Coyotes, coached from 2005 by Gretzky, made unspectacular progress, but with an increasingly talented crop of high end draftees, the new look Coyotes are beginning to look the business both on and off the ice.

Conclusion
I really wanted to hate the makeover the Coyotes received in 2003 because I was one of the few who loved their original logo and jerseys. However in this new age of bland, the Coyotes still stand out as one of the most sophisticatedly presented teams, with a thoughtful minimalist look and crafted logo. Despite this, the old logo still wins hands down as the best NHL logo of all time along with the finest shirts, at least in my maligned opinion.

Pittsburgh Penguins

Pittsburgh is a rarity in the modern millennia, a franchise that reverted to an original design at the behest of a die hard core of fans.
Returning to the second variant of the “skating penguin”, the first wore a scarf and looked a little tubby, the return of the post-expansion logo was borne out of Pens’ legend Mario Lemieux’ purchase of the team from a bankruptcy court.
Lemieux, a fan of the “skating penguin” as a cup winner under that logo, quickly sought to right the wrongs that the “Flying Pigeon” had installed in its 8 year tenure, albeit a tenure that wielded 8 playoff appearances and a Presidents Trophy in the “Pigeons” first year 1992-93.
The choice to rebrand in ’92 seemed a peculiar one in itself; having won two consecutive cups with the wonder team that contained Lemieux, Jagr, Recchi, Coffey and Stevens, Pittsburgh hoisted two “Skating Penguins” cup winning banners into the heavens at the Mellon in ‘91 and ’92, only to rebrand and wipe the heritage slate clean. Although the new image was more mature and concise, its design was one destined to date and struggle against the history of its skating counterpart. Furthermore, the reworked jerseys, whilst sophisticated, seemed in opposition to the teams previous on ice success.
The return of the “skating penguin” however was at a much decreased time of celebration for Pittsburgh, after it’s first season in the playoffs, the teams need to cut costs saw a period of rebuilding that would result in the Pens posting the third worst record in the NHL in 01-02 and then a continued slide into the lockout with failing attendances.
Nevertheless winning the draft lottery and the acquisition of Sidney Crosby of the back of the draw combined with other teams’ shedding of players to free agency under the new salary cap, meant the Pens’ were back in contention and secure in Pittsburgh with the new-old logo in tow. Despite one further season of rebuilding off the back of injury related retirements to Palffy and Lemieux, the next two seasons would see a renewed playoff push culminating in this season’s appearance in the finals.
With a talented crop of youngsters, the Pens look set to return to the winning ways under which the “Skating Penguin” exited and draw a line under one of the most poorly timed rebrands in professional sports history, so much so in fact, that under the RBK revolution, the “Flying Pigeon” emblem that had sat as a shoulder patch since it’s demotion from primary logo, was canned for good.

Conclusion
It is clear I am not in league with the Pens’ fans because I actually prefer the sophisticated look of the “Flying Pigeon” to the cartoony simplicity and anatomically incorrect look of the skating penguin, yet if I am going to harp on about heritage, history and tradition, I am technically bound to disliking the lukewarmly received “Flying” pen’. That said I am a hypocrite, ignoring my own instincts, the heritage free “Flying Pigeon” wins the bout of Pittsburgh for me especially in regards to the dull as dishwater RBK jersey that now bares the image.

Washington Capitals
Pittsburgh is not the only team to return to tradition in recent rebrands; Washington’s new logo is very much of the same ilk as the initial word mark logo that donned jerseys for the franchises first two decades. Unlike the Penguins however, Washington’s new logo was unveiled on the back of an entirely reworked franchise brand, returning not only to a redesigned original logo but a color scheme that was borne out of the teams’ formation. Subsequently the black, gold and blue was returned to a simple red and white design with blue trim and thankfully this meant a scrapping of the two logo system that had been technically in and out of effect from 1995, the Caps’ seemingly incapable of deciding between the “Capitol Dome” or the “Swooping Eagle.”
One of the worst expansion franchises in history with thanks to the World Hockey Association siphoning talent, it took 8 playoff missing seasons and that dreadful 8-67-5 maiden season for Washington to open their account as a credible NHL side. Having taken their bumps however, the Caps went on to record 14 consecutive playoff appearances without ever making it beyond the second round. In the final year of this run, the Caps completed their first rebrand bringing in the “swooping eagle” as their first logo and the “Capitol dome” as their alternative whilst changing the teams’ colors. Within a season of their new look, the Caps snapped their successful streak and missed the playoffs altogether.
However if the new logo was being branded as a bad omen it took only a year to dispel the curse. With the sophomore ”Eagle”, the Capitals posted the eighth best record in the NHL in 97-98 and drew the ninth best in the first round of the playoffs.
With three overtime victories the Caps bested the Bruins in a close six game series and then flattened Ottawa in five, outscoring the Sens’ 18-7. In round 3 the Caps found themselves up against the, also overachieving, Buffalo Sabres. It took another three overtime victories in another close six game series to make it to the finals where they faced third seed defending champions Detroit. Although squashed in a sweep, Washington looked a franchise ready to ride the crest of a successful playoff run, but success and consistency dwindled on the back of some disappointing trades and the new image was beginning to signify a team that had high wages, poor management and no substance.
Entering into a period of rebuilding, the two concurrent logos switched with the “Capitol Dome” becoming the primary logo and the “eagle” demoted to alternative.
Offloading of the high priced talent in 2003 resulted in three poor seasons either side of the lockout but also heralded the arrival of Alex Ovechkin in 2005 and last season, the RBK sponsored return to red and white saw the team make it to the Playoffs for the first time since 2003 as a renewed franchise.

Conclusion
Whilst the new uniforms and logo beget the concept of beauty in simplicity and provide a powerful brand image, I miss the bombastically over worked “Capitol Dome” that worked on the same levels as the Los Angeles “Shield,” especially when set upon the peculiarly angular blue, black and gold jerseys. I didn’t feel the same verve for the eagle however, as a good concept was fluffed in execution. I say the “Capitol Dome” wins this battle but the new look is a grower.

Alternative Logos
A more insidious form of marketing and rebranding was created when the NHL opened the floor to the third jersey “program.” Clearly another stab at rebranding and merchandising to rope obsessive fans into buying the alternative jerseys, a market already successfully tapped in sports such as soccer, the program was introduced in the 1995-96 season, four years after original six teams had adopted the vintage jersey drive. Where some remarketing schemes were minimalist or conservative, the alternative jerseys were a design template for the more off the wall, experimental or concept design work that in most cases would have been best kept in the landfill of history.
Often teams used the third jerseys as an opportunity to move away from hockey tradition and in the same vein create a new alternative logo or use existing trademarks that’s usage had been second to none. Nevertheless some of the alternative jerseys found new life when the NHL decided to can the third jersey drive in time for the streamlined RBK templates whilst others were shoehorned into the two jersey setup with differing home and away logos, a particular pet hate of mine. In this section I will look at some of the most memorable alternative logos and see which were the most successful and which were the more ill-advised.

Atlanta Thrashers
If there was an award for the most indecisive team when it comes to logos, well that would have to be Columbus, but talking jerseys, the Thrashers are the itchy marketing team of the NHL. Sure they have only had three jerseys, often running a three jersey set in the alternative jersey program, but the farcical way in which the franchise has interchanged colors, designs and logos is a true benchmark of the new NHL’s incapacity for tradition.
Presumably marked down to being a new entity, the Thrashers opened business with one logo for both home and away jerseys, but within a season had replaced the stick holding thrasher, for a “T shaped” overhead view on their road uniforms. At this point the home jerseys were white with navy blue and claret trim whilst the road jerseys were navy blue with claret and gold trim, however in 2003 the jerseys changed priority as the NHL moved away from predominantly white home uniforms and the Thrashers introduced their third baby blue and navy jersey. The logos remained with the hockey stick thrasher on the home and alternative whilst the “T” shaped thrasher sat on the now white road shirts whilst both logos served as secondary’s shoulder patches. To complete the confusion, the Thrashers canned the original navy road uniforms a season before RBK’s dull two set jersey templates in 2006, the same year the alternative jersey became the priority uniform and the “T” shaped logo, that had sat on the road jerseys from the teams inception in 1999, was serving its swansong, becoming just a shoulder patch on the now standardized home and away jerseys.

Conclusion
Opinions are very much split on the asymmetry and coloring of the new home jersey that was borne out of the alternative craze, I am personally not a fan. That said I do prefer the adoption of one logo for both jerseys and they clearly chose the better and always preferred image of the hockey stick holding thrasher to brand their franchise.

Boston Bruins
To risk tampering with the imagery related to an original six team would have been pure blasphemy in a sport often blighted by an extroverted identity crisis. For the Bruins the challenge was softened by seasons of mediocrity and a marketing department that understood the concept of subtlety. Subsequently when the opening of the alternative jersey program became available the Bruins pounced on the chance to use the brown bear or “bruin” that had served as its alternative shoulder patch logos in two separate guises from 1976 on jerseys that were just an design expansion on the theme of the teams primary colors.
Still the grand departure from their ultra traditional look was greeted with mixed applause. Whilst many Boston fans saw the new jerseys and logos as fun, the dubbing of the über cute bear as “Paddington” did little to support the franchises subdued efforts to rebrand a team that exuded history. Consequently whilst the bear survived as a primary logo on jerseys for eleven inconsistent seasons it was quietly culled in the RBK revolution in place of a reworked “original” logo on the shoulder patches.

Conclusion
The Boston Bruins uniforms are one of the few unmitigated success stories of the Reebok Edge templates, mostly due to the minimal deranging Reebok were seemingly allowed to make. The Bear that was introduced as a shoulder patch for two consecutive finals appearances in ‘77 and ’78 was never primary logo material and floundered against one of hockey’s most instantly recognizable trademarks. Nevertheless “Paddington,” on his swansong, had become the longest serving alternative jersey. Despite this it was clear that the minor levels of bantering embarrassment “Paddington” provided were to be quietly swept under the carpet at the first opportunity. This one is a no contest.

Calgary Flames
Calgary introduced their inaugural third jersey in 1998 but unlike most other teams that prioritized existing minor trademarks, Calgary came up with a whole new logo to market their third jerseys.
The “Flaming Horse” was something of a departure from the iconic flaming “C” that had proved enduringly popular, but the jerseys were distinguished as a best seller in third jersey terms with the bold logo and black coloring at times upstaging the then overly busy diagonal stripe jerseys that were the priorities in the Calgary set. So popular were the jerseys in fact, that following their sophomore season they were promoted above the old red jerseys as the primary Flames dark uniform with the “Flaming Horse” serving as a primary logo on the road and a secondary patch at home creating yet another “two logo” franchise.
The Flames persevered with this look until 2003, where the logo and jersey were relegated to an alternative for the cup finals year and then ditched altogether following the lockout with the “Flaming Horse” suffering a similar fate.
Nonetheless the third jerseys left an indelible imprint on the future Calgary design with the convex striping that would only be extinguished when RBK flattened the templates.

Conclusion
I would argue the black coloring was a suitable alternative opposed to the rather washed out red that became popular in the nineties; subsequently the after effects the divergence from tradition provided were tactfully adopted into the teams’ image. The “Flaming Horse” or dragon as it was often confused with met with lesser success, rather than produce a reaction, the imagery was a wash with apathy and mild banter that failed to serve the purpose of its bold design. Another alternative totally eradicated under Reebok, the “Flaming C” is a far timelier trademark that shows the power of simplicity over over-production.

Dallas Stars
As a franchise, the Stars are something of a unique entity. Unlike other franchises that were forced to relocate, the Dallas Stars, that started life as the Minnesota North Stars, chose to maintain the original brand identity keeping the North Stars colors and logo template. Perhaps this can be attributed to the high regard that the Minnesota franchise was held in by the NHL that would eventually be repaid with the foundation of the Wild. Whatever the reason, the founders of the Dallas Stars were reluctant to carve their own identity on the side.
Having subsequently adopted the old Minnesota images and traditions that preceded the Dallas Stars existence by 26 seasons, it was surprising that Dallas showed little interest in initially expanding into the alternative jersey market. However in 1997, the Stars would branch into a design template that would come to represent the Dallas brand uniquely as its own franchise for the next decade and become one of the most popular and identifiable jerseys in the leagues history.
The “star” jersey began life as the 97-98 Stars alternative, albeit replete with original logo, the tremendous sales success of the “star” design jersey, which was promptly promoted to the teams priority uniform set alongside a similarly star shaped road jersey, was an example of how the third jerseys were an excellent chance to road test new brand ideas.
However if the Stars first alternative was an unprecedented success in rebranding, Dallas second alternative jersey was an example of why most are best forgotten.
Where the original star jersey acted as a catalyst for the Stars own identity development, the new design was completely removed from all the Dallas Stars had worked to create in the six previous years. Built upon an entirely new logo in the same manor Calgary had done in 1998, The Dallas Stars second alternative was another meander from the traditions of the NHL and in that respect a usual suspect in the third jersey brigade. The new logo was a green bull formed from a constellation; busy, over worked and totally irrelevant, the new design earned the finest nickname of any new logo, “Mooterus,” owing to its similarities with a cow and a uterus. Universally derided with a general disregard for the navy and green combination of the jerseys, sales were abysmal, usage was minimal and after two season either side of the lockout both logo and jersey were dropped from existence.

Conclusion
Call it mad, but I liked “Mooterus,” it was unusual and I always liked NHL divergences from the norm, just look at my love for the early Phoenix brand. Still it was an undoubted example of how great remarketing can go wrong. On purely aesthetic terms, the general kitsch value of “Mooterus” cannot be underestimated in the face of Dallas’ classic logo however the truly irrelevant nature of the bull imagery means that “Mooterus” is edged out in this battle. For me a victory for tradition over the abnormal.

Edmonton Oilers
The Reebok hockey revolution has not been kind on the Edmonton Oilers, one of the NHL’s classic uniforms owing in part to its great cup pedigree of the early 80’s from which the designs barely diverged, the RBK Oilers jerseys were regarded as one of the poorest converts to the Edge system owing to the incredible blandness of the new template and the forced look of the piping. Sure the orange was converted to copper before Reebok got their hands on it, but this seasons jerseys have been one of the most instantly forgettable with the character of the signature horizontal bars removed from the final cut. What made things even worse for Edmonton fans was the NHL’s decision to put a stop to the alternative jersey market.
Where the dreaded third jerseys were often greeted with turned up noses, the Edmonton Oilers third jersey, introduced in 2001 complete with an original logo designed by Canadian comic book artist and Oilers co-owner Todd McFarlane, were regarded with the same kind of love dolled out to traditional jerseys and were especially surprising when taking into account the tremendous history of the franchise. Nevertheless few franchises can claim to have one of Canada’s most respected comic artists in their marketing branch and furthermore the clear role which was set out for the black jerseys made them all the more acceptable, after all there was never any doubt that the “Streaking Oil drop and sprocket” would ever vie for priority jersey against the classic white blue and orange (copper).
Upon release, the black “oil drop” jerseys became the NHL’s best sellers easily outstripping any other alternative jersey for sales with the new logo being roundly applauded by the non-traditionalists. For six seasons the jerseys were successful sellers and the “oil drop” was even promoted as a shoulder patch on the priority uniforms. However with the NHL deciding to end the almost universally, outside of Edmonton, disliked third jersey program, the black jersey and “oil drop” logo were ditched for 2007-08 with the “oil drop” being scrubbed form the patch-less shoulders to the dismay of some Oilers fans.
Still conventional wisdom suggests that a limited run of third jerseys may return in 08-09’ and many would favor a comeback for the black “oil drop,” at the very least expect to see the alternative logo return to the shoulder patches in the next few years.

Conclusion
A theme is becoming clear; any logo universally derided by fans stands out as a personal favorite of mine whilst any alternative that was actually well received is generally disliked. I hated the “oil drop,” I felt it was one of the ugliest logos in the NHL due to its angular design and unsympathetic, yet unthreatening appearance, not to mention the dull color scheme that it ushered in. Clearly leagues behind the simple iconoclastic Oilers badge, the old badge wins.

Nashville Predators
For some the Predators came into the league with one of the sharpest brands and finest jerseys. Stepping bravely away from tradition like the Coyotes did two seasons previous, the Nashville saber-tooth was perhaps the leagues best realized logo, at least out of the nineties expansion, whilst the jerseys were well formed and featured a superbly selected color palette that owed well to their surrounding. Nevertheless the untraditional approach to NHL branding was almost collectively hated by the rest of the leagues fan base who accused the Predator brand of being garish and flamboyant.
However if the Predators were trying to appease the leagues luddites when they adopted a third jersey in 2001 the remarketing scheme backfired. Creating a new logo that was supposed to be a simplified version of the rapidly dating Predator; the new logo was poorly designed and stood out as one of the one of the leagues ugliest, a reference that would be kind to the mustard color jerseys with which they were adjoined.
Whilst the mustard alternatives and childlike reworking of the original logo managed to plod on for five seasons before being canned at the NHL’s behest at the completion of the third jersey program, the other alternative logo shown above, has only ever served as a shoulder patch since 2002 and remains beyond the RBK revolution.
Now considered one of the most underused alternative logos in the league, the “skull saber-tooth” has been receiving increased calls to be promoted up to priority logo as the team endures tentative stability in the music city whilst the original logo is being increasingly described as “dated.”

Conclusion
I was not amongst the rabid NHL fan base that derided the original Preds’ brand; in fact the only game jersey I own is an original Predators navy and silver jersey as I felt it was a standout by a franchise that didn’t have to conform to tradition as a new entity. Whilst I thought the original logo was neat, the “skull” that came about in 2002 is increasingly earning kudos as a fine alternative logo. I feel it’s a matter of time before the skull precedes the old Predator logo to become the figure head for the company as the original is starting to feel “of its time” to be euphemistic. “Skull” wins out in a good battle of unusual logos.

New York Rangers
The Rangers could arguably be dubbed the showiest team of the original six, subsequently their sortie into the alternative jersey market was nigh on inevitable. What was surprising was that it was by far and away the most successful remarketing of a traditional North American sports team.
Derived from the goalie mask of US born and career Ranger Mike Richter, the New York Rangers unveiled their “lady liberty” jersey in 1996 and garnered an alien amount of league-wide praise for a third jersey. Maintaining the team colors of blue, red and white, the sheer simplicity of the design, in conjunction with one of the most relevant and perfect logos the league had ever seen, meant the Rangers used their alternatives with startling frequency incurring fine after fine from the NHL for overuse of an alternative jersey.
So popular proved the design that at times the real conundrum for the franchise was to stick with tradition or revamp the brand with their new unique logo. Where this would be sacrosanct for any other original six team, the Rangers genuinely toyed with the idea whilst continuing to be financially punished. Off course the high rolling Rangers were all to happy to absorb fines when the merchandising was running so smoothly and the “Liberty” shirts sold successfully for eleven season, including the 98-99 season when the Rangers tried to push for an second set (both home and away alternatives) in the Gretzky era, the league said no.
Nevertheless when the league forced their hand and capped the third jersey program, New York chose to stick with tradition and the rolling text frontage was finally assured.
Still, a reintroduction of alternatives will almost certainly see a return of the “Liberty” shirts and regular league fining for overuse.

Conclusion
It has to be a mark of respect for the “Lady Liberty” logo when many lifelong Rangers fans were calling for a rebrand away from 80 years of history. There is little doubting that the “liberty” design was the finest of the leagues alternative sweaters and in that same respect I felt the Rangers would change their logo and their jerseys in time for the RBK redesign. No doubting who wins this one, and for many it’s a surprise, but the “Liberty” design is the winner over tradition, its simple, it’s well realized and it is perfectly fitting for the franchise, too Bad the Rangers decided to stick with the shield.

Toronto Maple Leafs
A history of conservative design suggested the Leafs would not stray to far from tradition when they unveiled a third jersey and secondary logo in 1998. That it was an exact replica of an old logo was not a surprise and if were being honest, the choice of the 35 point blue leaf with classic font, wasn’t either.
First emblazoned on the Stanley Cup finalist’s team of 1939, the “veined leaf” remained a priority logo for 28 years encompassing ten cups, the last of which being the 1967 Stanley Cup, Toronto’s last Stanley Cup and the final year of the 35 point leaf.
Brought back with fanatical applause on and off from 1991 when Original six teams were allowed to don vintage uniforms for special occasions by the league, the traditionally designed jerseys (bar modern player name font) were the only vintage outfit with an old logo to be truly adopted as an alternative following the 95-96’ third jersey program. However it took three years before the Leafs jumped on the bandwagon, then the shirts lasted a season as if a special offer, only to return after a season hiatus by popular demand in 2000-01 through to the RBK adaption.
Enormously admired due to the intricate design that livens up a historically plain uniform as well as the tremendous heritage behind the logo, many Leafs fans believed the RBK edge age would see a forward to the past resurrection of the “veined leaf.” But as so often proved the case the RBK templates not only featured the plain “11 point leaf” introduced in 1982 but also scrubbed the 35 point leaf from the template altogether.
A shoe-in for any further league expansion into vintage uniforms, many Leafs fans still call for an overhaul of the franchises extremely bland image with the introduction of the classic logo.

Conclusion
The 35 Point Leaf was the seminal logo by which the franchise was defined; that the management stoically hold onto a much duller, less historical logo is a unique situation for any of the original six teams and an indication of the backwards thinking that permeates throughout the Toronto leadership. Constantly mishandled in recent years, the team cannot get its act together visually, let alone on the ice. With so many fans calling for a permanent, priority return for the classic leaf, surely someone will eventually address the situation, soon, seeing as they are not addressing the hockey. Classic “Veined Leaf” wins by a wide margin, one of the leagues seminal logos and brands.

Vancouver Canucks
Certainly no strangers to the third jersey program, Vancouver fashioned three separate designs all bearing differing current or classic logos whilst redefining the tacky fabric gradient trend that had been demonstrated so abysmally by Los Angeles original “burger king” jersey.
Initially the Canucks introduced the navy and orange alternative jersey that featured the, aforementioned fabric gradient in the horizontal bars, in 1996. With yellow numbers that were positioned over the orange fade to navy fabric; the jersey was a true alternative disaster that was branded with the black red and gold skate logo of the Canucks. This jersey lasted a single season before being canned by the franchise whilst the sixteen year old logo was also dropped as the franchise completely rebranded with new colors and new “orca whale” logo. However during the run of Vancouver’s second alternative, a read and navy “orca” logo fabric gradient jersey, worn between 2001 and 2006, Vancouver became the first team outside of the Original Six to be granted permission to wear a vintage uniform.
The return of the classic blue and green Canucks jerseys, worn between 1972 and 1978, were an unexpected blast from the past that proved popular with fans that had been dazzled by some of the leagues worst third jersey designs. Complete with original “hockey stick C” logo that branded the team from its foundation in 1970 through its first decade; fans voted with their wallets and extinguished the Canucks run on terrible fabric gradient alternatives with vintage jersey sales making the 1978 jersey the Canucks official third jersey of 2006-07.
Quickly becoming a best seller amongst fans, rumor had it that the Canucks were preparing to rebrand the whole side under the RBK revolution; colors, logos and all. However like so many rumors that sprung up around alternative jerseys in the final pre-Edge season, they proved unfounded, or at least half unfounded, as Canucks fans found the team had rebranded the colors under a return to the traditional royal blue and green but had deigned to keep the “Orca Whale” logo, albeit with white ice, providing an unusual contrast between dark logo and royal color.

Conclusion
The Canucks are one of those franchises with a penchant for bad taste, the peculiar choice to marry modern logo with old design is not one that works easily on the eye but then again neither did the original logo. Clearly as tepid as old hockey design came, the dull “hockey stick C” was devoid of the kind of charm a new franchise needs and like anything that was dated in the late 70’s, its resurrection in the new millennia is perhaps best left as a footnote. The “Orca whale” logo wins in a battle of the leagues ugly logos collection and would do to convert to more fitting colors in future renditions.

Overview
Naturally, when all is said and done, this is just for fun and my views often differ from fans of their own teams, I can only speak as a Leafs fan and fervent NHL follower. However there is a serious side to this matter. When we all invest so much time to this passion, we deserve a say in the identity of our teams, after all, the fans are as much the identity of the team as the brand itself. Sometimes it feels forgotten that the fans identify themselves by the logo on the front just the same as the company identifies itself with the image on the corporate letterhead; only more so and more significantly.
When franchises transcend from the fans and become their own entity it feels insulting, especially when something good is taken away in the place of something bad; just look at the dreadful remarketing of the Islanders between 1995 and 1997, many fans were humiliated and the Long Island team has struggled ever since with poor crowds.
The RBK Edge transition has been widely derided and rightly so, never in the history of NHL rebranding has one company had such a vastly disrespectful effect on the identity of every single team. Many of the logo changes above were the catalyst of some other event, be it a new dawn from financial difficulties, or simply the freshening of a brand, and not all have been universally detrimental by account of the fans. Conversely calls for a change in logo have often been left unheeded, just look at Toronto, Vancouver and Buffalo all yearning for a return to history and heritage.
Maybe the franchises will wake up from the anesthetic rebrand enforced by the Reebok uniform system and be allowed to show some individuality in future seasons, the touted return of the alternative jersey could prove a step forward or backward in equal measures, or perhaps it is time for the NHL to freeze teams continued change of logos and jerseys, to stop the disregard for their own heritage that so many franchises bounce about with a self harming reckless abandon.
Whose to say, as a matter of consistency the NHL’s shoot first ask questions latter rebranding is one of the reasons people are not always able to take it seriously.

This huge, time consuming blog was made possible by these superb websites:
Chris Creamer’s Sportslogos.net (www.sportslogos.net)
NHL Tournament of Logos (http://nhllogos.blogspot.com/)
and
Hockey Widgets: Regarding Third Jerseys (http://www.hockeywidgets.com/newblog/2007/12/regarding-3rd-jerseys-part-1.html)