The name on the back matters: NHL is now marketing its stars

Associated PressApr 24, 2019, 2:50 PM EDT

Connor McDavid is eager to shrug off personal stats, awards and achievements and put the focus on his team in Edmonton.

Yet there he is on the cover of a video game or in a commercial for a bank.

Auston Matthews is the face of the franchise in Toronto. But he also got razzed by his Maple Leafs teammates for doing a stylish fashion photo shoot for GQ magazine.

”It was a lot of fun,” Matthews said. ”Kind of something that definitely got you out of your comfort zone.”

The rink for long decades has been the comfort zone for so many hockey players who put their full energy into the sport and are indoctrinated from a young age that the logo on the front of the jersey matters more than the name on the back.

That team-oriented part of hockey culture remains entrenched, but the NHL is finally beginning to market its stars as the NFL and NBA have done with great success.

As dynamic players like McDavid, Matthews and Calgary’s Johnny Gaudreau settled in Canadian markets and star power spread to smaller cities without much hockey tradition, marketing players and not just teams is essential to growing the NHL’s fan base. For a sport that generally sees its TV ratings drawn from fans of the two teams playing – and where the Stanley Cup Final doesn’t pull in nearly as much as the Super Bowl or NBA Finals – it’s a concerted effort to build up personalities and players’ brands to become more popular.

”It is a changing landscape,” said Judd Moldaver, Matthews’ agent and senior vice president of Wasserman Orr Hockey. ”Hockey players are such fantastic athletes and fantastic people that I believe the hybrid of playing for the logo on the front but also being able to optimize your individual situation. I think the two can coexist.”

Matthews, McDavid, Nashville’s P.K. Subban and other stars are sharing more personality than players of previous eras like Mario Lemieux and even Wayne Gretzky. No longer is it seen as selfish for Subban to host a late-night talk show or for Matthews to shoot a cellphone commercial.

”Why not try? Just because the person next to me doesn’t think that they can host their own show doesn’t mean that I can’t,” Subban said. ”What people have to understand is we’re at the rink three hours a day. We have a lot of time. We have days off, we have travel days and obviously there’s certain points in the schedule where you can’t do anything but hockey because of the way the schedule’s set up and the travel. But outside of hockey, a lot of times I don’t go home. I have meetings, I have different things that I’m doing. I have all these other interests.”

Showcasing those interests is part of the NHL’s shift. The league this season debuted a ”Skates Off” series of vignettes with a player from all 31 teams to show what they are like off the ice, including Jack Eichel being a guest DJ at a Buffalo classic rock radio station, Victor Hedman sharing his love of flying planes and Seth Jones showing his cooking talent.

”It’s nice to see those personalities come out,” said Nick Foligno, a teammate of Jones’ in Columbus. ”That’s how you grow the game. You look in other sports and the personalities come out, and that’s what fans are drawn to.”

NHL chief content officer and executive vice president Steve Mayer knows this. Since joining the league in late 2015 after 20 years at talent and sports giant IMG, he has helped lead the charge to put more focus on star players whose abilities and personalities could play a role in attracting younger fans who are attached to social media in the digital age.

”Other leagues do this, and we really don’t do it as well – we want to get better at it,” Mayer said. ”Other leagues it doesn’t really matter sometimes: You just tune in to watch the guy play. And we need to do that even more. … I want to be able to have fans even in (another) town (who) cannot wait to see Connor McDavid come to town because we have marketed him as one of our greatest players. I don’t know whether that happens enough.”

The NHL, Mayer said, has no interest in abandoning the team culture of hockey. But after a 2016 Magna Global study showed the average age of NHL fans rose 16 years over a span of 16 years – essentially stagnant – experts praised the league for trying to create more buzz among millennials and Generation Z.

”They recognize this, and they’re in a cultural shift, a cultural transformation within hockey,” said Stephanie Tryce, assistant professor of sports marketing at Saint Joseph’s University in Philadelphia. ”Generation Z is about a lifestyle. They’re interested in things like social responsibility and they celebrate more of their identities than in the past, so that’s going to force hockey to continue to make inroads into other markets like the Hispanic/Latino market. It’s a market that you can’t ignore, but it’s also a market that historically hasn’t been in hockey. So you have to grow that.”

Matthews is at the center of that. His father is from California, his mother is from Mexico and he grew up in a nontraditional American hockey market in Arizona. Moldaver works closely with Matthews’ parents to chart a course for off-ice endeavors, from commercials and endorsement deals to philanthropic efforts, all of which continue to grow for the 21-year-old.

McDavid’s star began at an even earlier age, and the 2017 NHL MVP who has arguably surpassed Sidney Crosby as the greatest player in the world is finding his voice off the ice, too. When NFL Canada asked Rams and Patriots players at the Super Bowl who McDavid was, several thought maybe the prime minister or an actor. Work is ongoing to make him more recognizable outside hockey.

Hockey is such a team sport that individualism has for decades been frowned upon. Adidas senior director Dan Near said it’s a delicate balance to try to sell personalities but not stray too far from the team.

”I think there’s a fine line between doing it to promote yourself a little bit and being cocky, and I think we’ve got a lot of guys that do a great job of treading that line,” Ottawa’s Bobby Ryan said. ”You’re starting to see guys be promoted a little more, and it’s nice because then you get to see some individual personalities come out, and in a sport where you’re so often wearing helmets and gear, people don’t get to relate to you face-to-face.”

Teams have been reluctant to some of the league’s efforts sometimes until they see the final product. Mayer recalls showing owners and general managers clips of potential ideas and seeing the hesitancy for propping one player up before they understand the wide-ranging plan to give the NHL more exposure.

Initiatives like “Stanley Cup Confidential” where a player from each of the league’s 16 playoff teams shoots a daily cellphone video is another baby step.

”We are not here to break the culture. We’re just here to show that certain players are dynamic and have personality,” Mayer said. ”Players are starting gradually to see, you know what, it’s OK. I’m not disrupting the locker room and it’s OK to show personality and have some fun and smile.”

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Follow AP Hockey Writer Stephen Whyno on Twitter at https://twitter.com/SWhyno

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Ducks hire former Leafs, Islanders assistant Greg Cronin as head coach

Associated PressJun 5, 2023, 2:18 PM EDT

Tom Szczerbowski-USA TODAY Sports

ANAHEIM, Calif. — The Anaheim Ducks have hired veteran NHL assistant and AHL head coach Greg Cronin to be their new head coach.

Ducks general manager Pat Verbeek announced the decision to hire the 60-year-old Cronin, who will be a first-time NHL head coach.

Cronin has 12 years of experience as an NHL assistant with the Toronto Maple Leafs and in two stints with the New York Islanders. The Massachusetts native has been the head coach of the AHL’s Colorado Eagles since 2018, and he spent six years as a collegiate head coach at Northeastern.

Verbeek called Cronin “the ideal fit” to take over a young, rebuilding team.

“I felt we needed a teacher of the finer points of the game, and someone who has worked extensively over time with talented young players, helping them develop into successful NHL players,” Verbeek said. “Greg has done all that and more.”

Cronin replaces Dallas Eakins, whose contract wasn’t renewed in April after the Ducks finished their fourth consecutive losing season of his tenure. Anaheim finished in last place in the overall NHL standings at 23-47-12.

The Ducks never finished higher than sixth in the Pacific Division during Eakins’ four years in charge. They’ve missed the playoffs in a franchise-record five straight seasons, and Anaheim was the NHL’s worst defensive team of the 21st century by several measures during the just-completed season.

Cronin takes over a struggling team that is still loaded with young talent, including the No. 2 overall pick in the upcoming draft and a wealth of farm prospects seemingly ready to break into the NHL. Anaheim has a solid long-term base with playmaking center Trevor Zegras, two-time All-Star Troy Terry and promising forward Mason McTavish.

Cronin has never led an NHL bench, but he interviewed for the Boston Bruins’ vacancy a year ago.

He becomes only the Ducks’ fourth permanent head coach since Henry and Susan Samueli bought the franchise from Disney in 2005, joining Randy Carlyle, Bruce Boudreau and Eakins.

Canadiens sign Cole Caufield to 8-year, $62.8 million extension

Associated PressJun 5, 2023, 2:05 PM EDT

David Kirouac-USA TODAY Sports

MONTREAL — The Montreal Canadiens signed Cole Caufield to an eight-year, $62.8 million contract extension.

The deal, which will pay the 22-year-old winger an average annual salary of $7.85 million, runs through the 2030-31 season.

Caufield scored 26 goals and added 10 assists in 46 games in 2022-23 before he underwent season-ending surgery on his right shoulder in February.

Despite missing nearly half the season, Caufield led the Canadiens in goals for the second consecutive season, tied with Nick Suzuki.

Montreal selected Caufield in the first round (15th overall) of the 2019 draft.

Since making his NHL debut in 2020-21, the forward has 84 points (53 goals, 31 assists) in 123 NHL games.

Vegas Golden Knights come back to beat Florida Panthers in Game 1 of Stanley Cup Final

Associated PressJun 4, 2023, 12:40 AM EDT

Stephen R. Sylvanie-USA TODAY Sports

LAS VEGAS – Back in the Stanley Cup Final for the first time in five years and trailing the Florida Panthers less than 10 minutes into Game 1, the Vegas Golden Knights sent a very clear message.

“We were ready,” Jonathan Marchessault said.

Ready and dominant. Vegas rallied from an early deficit, got the go-ahead goal from Zach Whitecloud with just over 13 minutes left and arguably the best save of the playoffs from Adin Hill and beat Florida 5-2 Saturday night to take the lead in the best-of-seven series.

“We kept out composure, and it was good,” said Marchessault, one of six original Knights players left from the start of the franchise in 2017 who scored the tying goal in the first period. “We just wanted to play the right way and be disciplined, and tonight we were able to be the better team.”

Whitecloud put Vegas ahead, a crucial penalty kill followed and captain Mark Stone scored an insurance goal that was reviewed for a high stick and confirmed. Reilly Smith sealed it with an empty-netter to make the score look more lopsided than the game.

The combination of that offense and Hill’s 33 saves put Vegas up after a feisty opener between Sun Belt teams who wasted little time getting acquainted with big hits during play and plenty of post-whistle pushing and shoving.

“It’s exactly what we expected,” said Vegas defenseman Shea Theodore, who scored his first goal of the playoffs and ended a 27-game drought dating to March 7. “That’s how they wanted to play. We were just trying not to play into it.”

That stuff is just beginning. Game 2 is Monday in Las Vegas.

Before the Panthers even get a chance to respond, they ratcheted up the physical play late after falling behind by two. A handful of penalties resulting from a fracas with 4:24 remaining left the Florida bench well short.

The outcome was determined long before that.

After falling behind on a short-handed goal by Eric Staal that sucked the life out of the crowd of 18,432, the Golden Knights rallied for their ninth comeback win this playoffs. Marchessault – known since arriving in Las Vegas for scoring big goals – answered before the end of the first period.

Early in the second, Hill made a desperation stick save to rob Nick Cousins of what would have been a sure goal. The save was reminiscent of the one Washington’s Braden Holtby made against Vegas – in the same crease – five years ago.

“That’s an unreal save – it’s a game-changer,” coach Bruce Cassidy said. “You need those saves at key moments.”

Giving up a tying goal to Anthony Duclair with 10.2 seconds left in the second did not slow the Golden Knights’ momentum much. Whitecloud’s goal, with two-time Vezina Trophy-winning goaltender Sergei Bobrovsky screened and unable to see, fired up fans once again.

Bobrovsky, in the final for the first time, downplayed any reason for concern after stopping 29 of 34 shots and losing for just the second time in 12 games this postseason.

“I played a good game,” Bobrovsky said. “I played a solid game. They created some good chances other than goals. They had lots of good scoring chances, and that was fun.”

Part of the fun came when play was stopped.

Less than 10 minutes in, Hill was none too happy about Nick Cousins crashing into his crease and gave the agitating Panthers winger a jab that incited a handful of scrums. During the second period, Matthew Tkachuk let Vegas’ Nic Hague know he wasn’t thrilled about a hit in the corner on Cousins and a collision with Brandon Montour after the whistle.

“If guys are going to come in my crease and try to push me around, I’m going to stand my own ground,” Hill said. “I’m not going to do anything too crazy or get too wild, but, yeah, I’ve got to stand up for myself.”

Florida coach Paul Maurice, back in the final for the first time since 2001, displayed a similarly calm demeanor as he did all the way back in the first round, when his team fell behind 1-0 then 3-1 to NHL-best Boston before winning in seven.

“It’s going to be tight,” Maurice said. “Everybody breathe.”

The Golden Knights are in the final for the second time in six years of existence, five years after making it in their inaugural season. Vegas won the opener in 2018 and lost the series to Washington in five games.

The Panthers are back playing for the Cup for the first time since 1996. Florida got swept by Colorado in that final 27 years ago, 18 months before Tkachuk, the team’s leading scorer this playoffs, was born.

It’s the 66th different matchup of teams in the Cup final in NHL history and the 46th since the expansion era began in 1967-68. This is the first time since Washington-Vegas and just the third time since the turn of the century in which the final features two teams who have never won the league’s championship.

Penguins name former Maple Leafs GM Kyle Dubas as director of hockey operations

Associated PressJun 1, 2023, 2:21 PM EDT

Getty Images

PITTSBURGH (AP) Kyle Dubas wanted to take a breath and take a break after being fired as the general manager of the Toronto Maple Leafs.

Then the Pittsburgh Penguins called.

The break ended shortly thereafter.

Dubas joined the Penguins as the team’s president of hockey operations, less than two weeks after a somewhat ugly exit from Toronto following a second-round playoff loss to Florida.

The 37-year-old Dubas goes from one type of hockey crucible to another. In Toronto, he was tasked with helping the Maple Leafs emerge from two decades of postseason futility. In Pittsburgh, his mission will be to prop open the Stanley Cup window for Sidney Crosby, Evgeni Malkin and Kris Letang a little longer.

All three are 35 or older and haven’t won a playoff series since 2018. Yet Dubas believes strongly the issue isn’t the age of the franchise’s core but deficiencies elsewhere on the roster. Dubas replaces Brian Burke, who was fired along with general manager Ron Hextall in April after the Penguins failed to reach the playoffs for the first time since 2006.

“I heard a lot of people that were highly skeptical of the team’s ability to contend here and the way I view it, if the people want to bet against (Crosby, Letang and Malkin) they can go ahead and do so,” Dubas said. “But I’m going to bet on them and go with them here. I think it is a group that’s capable of contending to win a championship.”

Crosby and Malkin were excellent for much of last season and Letang showed remarkable resiliency while dealing with multiple setbacks, including a stroke and the death of his father. Yet save for a 14-2-2 stretch in November and December, the Penguins struggled to find consistency and ultimately stumbled down the stretch to snap the longest active playoff streak in major North American Sports.

While the Penguins do have $20 million in cap space and the 14th overall pick in this month’s NHL draft, significant changes or upgrades could be difficult in the short term.

Dubas inherits a team that was the oldest in the NHL last season and is littered with question marks, particularly in goal and the forward group outside of Crosby, Malkin and Jake Guentzel.

Two-time All-Star goaltender Tristan Jarry will become a free agent this summer and was beset by injuries over the second half of the season. Forward Jason Zucker, who served as the emotional sparkplug for long stretches, is also scheduled to hit the open market and may have priced himself out of town.

Pittsburgh also has several aging players with full or partial no-movement clauses, including 38-year-old forward Jeff Carter, 30-year-old Bryan Rust and 35-year-old defenseman Jeff Petry.

“I think that those are obviously very real situations, everyone knows that they exist,” Dubas said. “To me the effect on it … is what we can add in terms of depth pieces? What we can add in terms of younger players? That’ll be the real key.”

Dubas does plan to hire a general manager to fill the vacancy created when Hextall was let go after a short but largely unfruitful tenure. Dubas will serve as the GM on an interim basis until early July.

Dubas comes to Pittsburgh after nine seasons with the Maple Leafs, including the last five as general manager. Toronto won a postseason series for the first time since 2004 this spring before falling to the Florida Panthers in the Eastern Conference semifinals in five games.

Shortly after the Maple Leafs’ playoff exit, Dubas said that he wasn’t sure if he wanted to remain in Toronto. His contract was set to expire on June 30, but team president Kyle Shanahan opted to pre-emptively fire Dubas instead. Toronto hired former Calgary Flames general manager Brad Treliving as Dubas’ replacement.

Dubas helped build the Maple Leafs into a regular-season power during his tenure. Toronto set single-season records for wins and points, and went 221-109-42 in his tenure. Dubas also didn’t shy away from big moves – he fired Stanley Cup-winning coach Mike Babcock in November 2019 and replaced him with Sheldon Keefe – but struggled to find the right mix in the playoffs until this spring.

In the end, advancing beyond the first round for the first time since 2004 wasn’t enough for Dubas to remain in Toronto.

He joked he was maybe a little “too honest” during his season-ending press conference with the Maple Leafs when he expressed reservations about returning. Shanahan’s abrupt decision to move on came as a bit of a surprise, and Dubas planned to take some time to hit the reset button before looking for another job.

Yet the Penguins – who’d already been given clearance by the Maple Leafs to interview Dubas – provided a compelling reason to speed up the timetable. Dubas’ due diligence included speaking to Crosby and longtime coach Mike Sullivan to take the pulse of a leadership group that remains firmly in place.

Dubas called them “some of the best competitors” in hockey. Competitors that have – for one reason or another – been unable to recapture the magic of their runs to back-to-back Cups in 2016 and 2017.

Time is running out for Crosby to put his name on the Cup for a fourth time in a career that will almost certainly end in the Hall of Fame. Dubas knows he’ll be judged in part on whether he can make that happen. After taking more than six weeks of searching before landing on Dubas, Fenway Sports Group Chairman Tom Werner believes Dubas is up to the challenge.

“Our philosophy is giving Kyle and his associates the best possible resources to win,” Werner said. “Kyle’s been very articulate today about his path to success … we’re very confident that Kyle will execute the plan he’s articulated to us.”