IOC resistant to NHL’s demand to be treated like Olympic sponsor

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In order for the NHL to keep sending its players to the Olympics, Gary Bettman wants the IOC to treat his league more like an Olympic sponsor gets treated.

“We don’t even get the opportunity to promote the fact that we’re at the Olympics,” Bettman lamented earlier this month. “We don’t get to use the rings. I’ve said to the IOC, you know, Coca-Cola is a sponsor, they get to promote their association and say ‘proud sponsor of the Olympics.’ They won’t let us do that.”

It’s not a wholly unfair request by the commissioner. The NHL has to disrupt its season to send players to the Games, and the owners have to risk the health of their stars.

That said, it doesn’t sound like the IOC is going to budge.

“Obviously, this time the owners of the NHL clubs are putting more commercial conditions to the IOC and the Olympic movement,” IOC spokesman Mark Adams told Reuters.

“The IOC knows that the NHL understands that the Olympic movement cannot treat the owners of a commercial franchise of a national league better than an international sports federation or other professional leagues with regard to the Olympic Games.”

Translation: The IOC isn’t about to open a can of worms. (See: Mark Cuban, NBA participation)

Recently, NHLPA chief Donald Fehr summed up the NHL’s desire to get compensated for Olympic participation.

“Based on the proposals to us and the suggestions to the IOC, they don’t care who pays them,” Fehr told Postmedia. “They just want somebody to.”

And according to Fehr, it won’t be the players who pay the NHL.

So if the players aren’t going to give the NHL anything, and the IOC isn’t going to give the NHL anything, well, you see the problem.

Related: Bettman points finger at IOC