Now, while the sports world has been focused on the popular topics of the NFL Playoffs, the ascension of Lebron James to the NBA elite, Brett Favre, coaches in all professional sports being dropped at a dizzying pace and the gawd-awful, dreadful, begging episode narrated by Jared Allen of the Minnesota Vikings on the teams website, pleading the struggling American citizens in the Minneapolis area to buy tickets to the last evening's playoff game. The game could have been blacked out in the local market due to the stadium not being sold out...so Allen basically stated "I know you got your holiday bonus, buy some tickets". Now this is from a man that signed a $69 million contract in the 2008 off-season. People are losing jobs, homes and futures. And he, with the co-signing of his employer had the nerve to address such a condescending message to fans. I for one, am glad the Vikings lost last night. No more tickets to be sold for this season!!! Whoever is the public relations specialist in that organization should be put in a position to know exactly what the lay American laborer is dealing with...a pink slip firmly in hand. As it was stated on Cannibal Ox's album " The Cold Vein"...'it's a cold world out there, sometimes I think I'm getting a little frosty myself.'
Speaking of cold and frosty, I am unsure if the average sports fan has paid attention to what the NHL has been doing over the past two seasons. The league has created what is called a "Winter Classic" where two teams play a hockey game outdoors. I have to admit, it was exciting to watch and I have no doubts that if t
his idea is implemented and packaged to the consumer correctly, it can not only expand the league brand, but also increase it's influence demographically. Let's be frank here...I am African American and I remember my first NHL game...in Boston. In 1993. In the old Boston Garden. Yes, back when I was in high school. Reggie Lewis was doing his thing for the Celtics and Bill Clinton was President. My boss at my little part time job was a season ticket holder and he could not go to a game (Bruins vs. St. Louis Blues, to the best of my memory). So he gave the tickets to me and my homeboy Andy, who is Puerto Rican. As we made our way to the seats, you should have seen, or felt the eyes of the predominately...forget that...all of the white people in the section squarely on us. We were made to feel we did not belong, but we had a good time nonetheless. The experience did not endear either of us to accepting tickets again however, as we both felt that the game was not as enjoyable without a diverse group of fans rooting for the local team.When I watched portions of the Winter Classic last year which was played in Ralph Wilson Stadium, in Buffalo, N.Y., I actually wanted to be there. For one, it wasn't such a closed in, tight box of a venue
(thank you TD Banknorth Garden) and two, the stadium was so huge, you knew that there is at least a remote chance that there would be more diversity among the fans in attendance. Even though the crowd was more than likely 90-98% white, I still felt more comfortable and open to the idea of taking in a Winter Classic. When you look at the picture of the atmosphere to your left, you cannot tell me that anyone wouldn't at least be interested in taking in that experience. If you are a sports fan, that is a memorable scene, regardless of which team you were rooting for or what sport is your fancy. The television ratings for that game also reflected as much, garnering a 2.6 last year. This year it grew to 2.9, which is leap of 12%. The increase in those rating absolutely had to include people who had little to no interest in hockey and tuned in out of curiosity. How can the NHL continue to hold onto these casual viewers?For one, the league has to increase it's presence in strongholds where Latinos, African Americans and Asians live and work. The NFL, MLB and NBA's presence far outweighs the NHL due to the fact that they engage the audiences they wish to cultivate. Even though the NBA does this to a point of alienating the older, established and more well endowed pockets of fans of previous generations, the NFL and MLB have taken their product and made it very global in scope. Why is the NHL not doing this? I am not sure, but maybe it has to do with how expensive it is to get involved with youth hockey. Maybe being on skates and sliding around on ice is not appeal ling to cultures and races other than whites. I have no idea. I for one love the game...it combines the physicality of football with speed, gracefulness, athleticism and stratagem of soccer. If you like those two elements, it cannot be beat as far as entertainment. Gary Bettman, the Commissioner of the NHL, used to be an NBA exec, so I know he is trying to grow hockey in America and abroad in a similar manner as the NBA grew in the late 70's, early 80's and throughout the 90's. However, the racial divide that seems to be simmer underneath and maybe even inherent at the sport's core can be something that could perhaps hinder its growth.
In the January, 26 2008 Time Magazine article, "Will Hockey Ever Get Its Tiger Woods?" Sean Gregory and John Hollis highlight a strategy the NHL is employing to get more involvement in hockey among African Americans and change the perception that hockey is reserved for only the white population:
'The NHL is hoping, once and for all, to change that perception. During the first intermission of Sunday's NHL All-Star game in Atlanta, the league is honoring Willie O'Ree, who broke hockey's color barrier 50 years ago'
However, the authors continue:
'But half a century later, with hockey in desperate need of new fans to restore its fading relevance in the U.S., the game still holds very little appeal among blacks.'
For the entire article, click the link below: http://www.time.com/time/arts/article/0,8599,1707253,00.html
This is where the Winter Classic can have serious relevance and impact that negative fact positively. This year, the game was held in Chicago, IL in Wrigley Field, home of the Chicago Cubs (right). The venue was sold out and the fans loved it. The one thing that struck me about both last year's game and this year's edition is that both Buffalo and Chicago are cities where there is a strong African American populace. Is this a coincidence? I am not sure. If not, is the NHL taking advantage of this? They'd better. This article is not so much about just African Americans, but the entire scope of the racial composition of our country and how more people can follow the great game of hockey. I firmly believe that the Winter Classic, with its unique
atmosphere, being outdoors, brings an appeal any sports fan can appreciate. I liked hockey before the Winter Classic but I feel more engaged when it is on this type of stage. I feel comfortable going to a hockey game outdoors with a literally ice cold beer in my palm, following the action with the rest of the fans. By the way, the Bruins game I went to back in 1993 was a shutout, 4-0 Blues. Not much celebrating to do in the old barn that day. However, this opportunity to diversify the fans of the league is what Bettman must work towards in order to keep the NHL a viable sports product both in North America and in limited areas abroad. The league has instituted a salary cap and can thus keep their players from facing the stigma that players in MLB are labeled with, when markets become unstable and the demand for players outstrip the good of the league. If the NHL does not take advantage of their current position, it will continue to languish on the bottom of the sports totem pole in America.
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