Marketing failure – Report: If NHL returns to Winnipeg, team won’t be named Winnipeg Jets

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While we don’t know if the NHL is going to make a return to Winnipeg, the speculation of how things will go with the return of the Winnipeg Jets has been well underway for the last few years thanks to the ongoing saga of the Phoenix Coyotes. Lots of NHL fans are nostalgic for those days in the 1980s and 1990s when trips to Winnipeg meant seeing Keith Tkachuk or  Teemu Selanne and the Jets taking the ice clad in white, blue, and red swelling with pride for the city.

As things go when people with money and big ideas for marketing get involved, some of the ad wizards in Manitoba, Canada think it would be a great idea when/if the NHL returns to Winnipeg that the team not be known by that clunky old name that everyone outside of Arizona loves and adores.

Dave Wheeler of the Winnipeg Sun tells us that if NHL hockey is to be played again in Winnipeg, they won’t be calling the team the Winnipeg Jets.

I have it under good authority, that a name, jersey scheme, and logo have already been designed and are ready to go for when the team makes our city its home.

The bad news for some fans — it will not be the Jets. From what I do know, the team will go under the moniker of the Manitoba (TBA).

Making it a provincial team makes financial sense for corporate support, bringing in more dollars from outside the city. Same idea as the Saskatchewan Roughriders, who would have nearly as much support if they were the Regina Roughriders. I have heard some names bounced around the rumour mill, but nothing has been confirmed.

Financial and corporate sense at the local level, perhaps but if this proved to be true at all, the good folks coming up with these ideas in Manitoba might want to step outside of the fishbowl and take a look around. The situation in Phoenix has the added allure for fans because many people were opposed to taking away the Jets in the first place.

Jets merchandise is still sold and marketed by the NHL now and remains very popular thanks to the warm feelings people have from seeing Selanne score 76 goals his rookie season or from growing up playing video games emblazoned with Jets logo and players to make use of. Coming up with a more generic and marketing-wizard type of nickname for the team, while drawing attention to the province of Manitoba rather than the city of Winnipeg, smacks of being a bogus grab to sell and push more merchandise.

Perhaps we’ve found out where the brains behind the Islanders switching from their traditional logo to the infamous “fisherman” have disappeared to. After all, if you want to ruin the support you might get for bringing  a team back to Winnipeg saying you won’t go back to the old name is a pretty good way to do it.

Supporting an idea that hearkens back to something you grew up with does wonders to make people feel good about making it happen. Changing that up and making it abundantly corporate from top to bottom under the guise of trying to make it your own new thing is cold, calculating, and worst of all boring. If we’re going to get hockey back to Winnipeg, make it something that’s lovable and worth rallying around. If it’s the Coyotes that are going end up back there, that’s the best sort of PR you could ask for.

Goaltending remains biggest question for much-improved Blues

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Sometimes it feels like the St. Louis Blues have faced questions in net for about as long as water’s been wet.

In signing Jake Allen to a four-year, $17.4 million contract a little more than two years ago, the Blues hoped that they might finally have a true No. 1 goalie after bouncing around from Jaroslav Halak to Ryan Miller to Brian Elliott. They even gave Martin Brodeur a brief shot during the twilight games of his career.

(No, you weren’t hallucinating. Brodeur really did play for the Blues.)

Instead, Allen’s been a liability, to the point that he briefly more-or-less lost the 2017-18 starting job to Carter Hutton.

Interestingly, both of the Blues goalies cross their fingers for a rebound next season. The transition from Hutton to Chad Johnson is disastrous on paper if you only judge the netminders by their 2017-18 numbers, yet the bigger picture argues that Johnson can be one of the more reliable backups. Despite a horrendous .891 save percentage from last season, Johnson still has a career average save percentage of .910.

You can’t ask for much better than that from your No. 2, but the Blues still missed the 2018 Stanley Cup Playoffs even after Hutton played like a great starter for chunks of the past season. Simply put, the Blues need more from Allen.

Let’s consider some of the factors that might impact Allen.

  • To some extent, the 27-year-old (who turns 28 on Aug. 7) is who he is. Allen already has 219 regular-season and 22 playoff games under his belt. His career .913 save percentage is pretty mediocre, thus there’s a fear that the Blues will need to overcome Allen on more than a few occasions.
  • That said, he did generate a .920 save percentage over 47 games in 2015-16, and strong work during the 2016-17 postseason argues that Allen has a higher ceiling than many might assume.
  • No doubt, Allen’s 2017-18 was abysmal, as he went 27-25-3 with a backup-caliber .906 save percentage.

It’s frequently wise to dig a little deeper to try to figure out why a goalie might struggle. In Allen’s case last season, it came down to special teams situations. While he boasted a virtually identical even-strength save percentage in 2017-18 (.919) compared to 2016-17 (.918), his shorthanded save percentage plummeted from a career-high .901 to a career-low .834.

There’s a real worry with some goalies who simply can’t cut it in PK situations, whether that comes down to questionable lateral movement, struggles to see around screens, or any number of explanations. Even after considering those long-term concerns, it’s comforting to realize that last season might just be an aberration.

  • The Blues aren’t that far behind powers like the Maple Leafs when it comes to improving during the off-season. One of the delights of their bold moves to try to contend is that they landed a near-Selke-level two-way player in Ryan O'Reilly.
  • Some good and bad news is that the Blues generally carried on the tradition of playing strong defense and hogging the puck last season. At even-strength, they allowed the fifth-fewest “high-danger” chances, according to Natural Stat Trick.

The bright side is that the structure could very well give Allen a chance to enjoy a rejuvenation. The less optimistic take is that Allen has struggled at times even with a sturdy team in front of him.

  • Such digging doesn’t immediately dismiss Allen’s shorthanded struggles. Apparently the Blues allowed the fifth-fewest high-danger chances on the penalty kill, also according to Natural Stat Trick. It’s up to Allen more than anyone else to turn around those bad PK numbers, or at least it appears that way on paper.

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Blues GM Doug Armstrong made quite a few moves that lead you to believe that St. Louis is swinging for the fences heading into 2018-19. If a letdown costs him his job, at least he’d be going out with a bang by making some attractive tweaks.

As wise as Armstrong often appears, so far, the organization making Allen “the guy” in net has really backfired.

Ultimately, his job and the Blues’ fate probably lands on Allen’s shoulders. Improvement seems plausible, yet we’ll need to wait and see if he’ll improve enough to allow the Blues to take advantage of all the weapons they added this summer.

James O’Brien is a writer for Pro Hockey Talk on NBC Sports. Drop him a line at phtblog@nbcsports.com or follow him on Twitter @cyclelikesedins.

Immediate jump unlikely to be best for Kotkaniemi, Habs

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The Montreal Canadiens shouldn’t ask “can Jesperi Kotkaniemi jump straight from the 2018 NHL Draft to the main roster?” Instead, they’re better off wondering if he should.

Canadiens GM Marc Bergevin said that the 18-year-old will get a chance to impress in training camp after performing well at development camp, according to NHL.com’s Sean Farrell.

“He got better every day, so we’re going in with an open mind,” Bergevin said. “I don’t know, but just the fact that he’s signed and he’s coming to camp and he’s closer to the NHL. Where he’s going to be Oct. 1, I can’t tell you, but we see a lot of potential and growth in this young man.”

That’s fair, and the Canadiens would be justified in giving the third pick of the 2018 NHL Draft the nine-game audition before sending him to Finland or the AHL instead of burning the first year of Kotkaniemi’s entry-level contract.

Cautionary tale

But, big picture, this is probably one of those situations where both sides would be better off if Kotkaniemi dips his toes in the water rather than diving right in. If Montreal needs a quick example of a player whose rookie deal hasn’t been used in an optimal way, they might want to consider Jesse Puljujärvi, who went fourth overall in 2016.

Puljujärvi only played in 28 games in 2016-17, making a minimal impact while pushing himself that much closer to ending his rookie deal. Things didn’t get that much better last season, as he only generated 20 points in 65 games. A breakthrough is quite possible in 2018-19, but the downside would be that the Oilers would then need to give him a raise, and would only really enjoy one high-value season from his entry-level contracts.

That’s the sort of poor asset management Montreal should be concerned about, especially if they’re being realistic about their chances next season.

Tension in the air

Now, it’s plausible – maybe probable – that things could go a little better in 2018-19. For the most obvious example, the Habs could conceivably be viable if Carey Price returns to elite form (and good health).

In all honesty, the Lightning and Maple Leafs seem slated to be light years ahead of Montreal. The Panthers and especially the Bruins head into the season with higher hopes, too. The Habs run the risk of falling short of the postseason even if they improve considerably, so why not just push Kotkaniemi’s contract back a year instead of possibly wasting it?

The Finnish forward only turned 18 on July 6, so you’d expect him to be a bit less polished compared to an older prospect like, say, Brady Tkachuk. The worst-case scenario might be if Kotkaniemi plays well enough to hit double digits in games played, yet generally struggles and ends up stunting his growth while wasting a year of that ELC.

It might not be the healthiest environment for Kotkaniemi to debut, either.

Bergevin and head coach Claude Julien must be at least a touch concerned about job security, and the atmosphere has a chance to be pretty toxic. Critics blast Julien for how he handles young players at the best of times, but how ugly might the scene be if fans are calling for Bergevin and Julien to be replaced?

Montreal seems pretty locked-in to its forward group this season, too, and that’s possibly accurate even if they actually pull the trigger on a Max Pacioretty trade. The return could be pretty modest if Kotkaniemi’s is merely a minor upgrade over a replacement-level player.

***

The Habs already made a divisive choice in selecting Kotkaniemi after lucking into the third pick in 2018. Many believe that Montreal aimed at need first and foremost, with the expectation being that Kotkaniemi will develop into the first-line center, a piece that’s eluded Montreal for ages. The pressure’s eventually going to be pretty fierce for the prospect to deliver, so the Canadiens would be wise to wait until he’s truly ready.

And, again, the decision need not be based on altruism alone. Instead, by doing what’s most likely best for Kotkaniemi, the Canadiens stand a better chance to take advantage of his cheap contract when they’d ideally be better prepared to contend.

There are worse problems to have, yet Montreal really needs to start getting these decisions right if they want to turn things around.

James O’Brien is a writer for Pro Hockey Talk on NBC Sports. Drop him a line at phtblog@nbcsports.com or follow him on Twitter @cyclelikesedins.

PHT Morning Skate: Jagr still holds NHL hope?; Islanders turning the page

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Welcome to the PHT Morning Skate, a collection of links from around the hockey world. Have a link you want to submit? Email us at phtblog@nbcsports.com.

• Jaromir Jagr hasn’t given up on the NHL, but he’s in no rush to return either. (Sportsnet)

• The New York Islanders are looking to turn the page after the departure of captain John Tavares. (NHL.com)

Artemi Panarin has given the Columbus Blue Jackets a contract deadline. (The Athletic)

• Would Tyler Seguin want to play with the Montreal Canadiens? (Montreal Gazette)

• Ranking each NHL team based on their locked-in, young core. (ESPN)

• With the thrill of the 2018 NHL Draft already worn off, we might as well take a look ahead to the 2019 rendition and all that it has to offer. (Last Word on Hockey)

• From wives’ room fights to brotherly competition, St. Louis molded Brady Tkachuk. (The Sporting News)

• Do the Vancouver Canucks have an asset on defense that they can work into a trade that would benefit the club? (The Province)

• If you don’t want to read and would rather take two minutes to watch a video, here’s some possible reasons why a trade for Erik Karlsson hasn’t happened yet, here’s your chance. (Sportsnet)

• Where does the line of Filip Forsberg, Ryan Johansen, and Viktor Arvidsson — the JoFA line — fit in the pantheon of the league’s top lines? (Pred Lines)

• You want offseason grades for all 31 NHL teams? Here you go. (The Athletic)

• And here’s a list of the best player to ever wear each number in the NHL. (Puck Prose)

• The Class of Canada: Toronto Maple Leafs vs. Winnipeg Jets. (The Hockey Writers)

• Help is on the way for the Chicago Blackhawks aging defense. (Chicago Mag)

Mike Hoffman‘s fiancée files for disclosure of information in harassment allegations. (Ottawa Citizen)


Scott Billeck is a writer for Pro Hockey Talk on NBC Sports. Drop him a line at phtblog@nbcsports.com or follow him on Twitter @scottbilleck

Vegas Golden Knights, U.S. Army agree to end trademark dispute

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The Vegas Golden Knights and the U.S. Army have called an end to their trademark battle regarding the usage of the ‘Golden Knights’ mark and name.

Owner Bill Foley announced on Thursday that the two sides have entered into a trademark coexistence agreement where the U.S. Army will continue using the ‘Golden Knights’ marks and names with its parachute exhibition team. The Golden Knights will continue to use ‘Vegas Golden Knights’ and ‘Golden Knights’ in regards to the hockey team.

“We are pleased that we have agreed to coexist regarding the use of the ‘Golden Knights’ mark and name,” said Foley in a statement. “Our discussions with the Army were collaborative and productive throughout this entire process. We are appreciative of their efforts and commitment to reaching an amicable resolution.”

The U.S. Army filed a notice of opposition in January against against Black Knight Sports and Entertainment over the use of the name ‘Golden Knights.’ Foley is a graduate of West Point and originally wanted to name the team the Black Knights (after the Army sports teams) but decided against it.

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Sean Leahy is a writer for Pro Hockey Talk on NBC Sports. Drop him a line at phtblog@nbcsports.com or follow him on Twitter @Sean_Leahy.