Who’re the most effective and hardest entrance workplaces to cope with within the NHL? Which homeowners are recognized for giving gamers what they want? What does the league must do to enhance?
Asking gamers these questions can yield some fairly good outcomes, however there are limits to that method. Gamers have comparatively restricted publicity to organizations exterior their very own. And a few shrink back from expressing controversial takes — even anonymously.
Need an unvarnished opinion on all issues NHL? Speak to an agent. Brokers usually symbolize a number of gamers, whose employers span a number of groups and divisions. They spend their days speaking to gamers, different brokers and NHL normal managers. And so they’re specialists on the enterprise facet of hockey.
Over the previous a number of months, The Athletic polled 19 brokers, who mix to symbolize a whole bunch of NHL participant contracts, on 10 key questions going through the league and its future. Brokers had been granted anonymity to encourage trustworthy and candid solutions.
1. What’s the space the NHL can enhance probably the most?
What’s holding the NHL again? Primarily advertising and marketing, brokers stated.
The majority of responses centered across the league’s perceived failings on the subject of promoting the sport and its star gamers, bringing in new audiences and rising hockey-related income (HRR). To be honest, although, all brokers had been polled earlier than the latest 4 Nations Face-Off, which was a grand success for the NHL and the NHL Gamers’ Affiliation.
“The NHL has a compelling product, it’s probably the most thrilling stay expertise of any of the main professional sports activities,” one agent stated, echoing the vast majority of respondents. “But (the parents) operating the league appeared content material for many years to be targeted extra on combating the gamers over utilizing them to develop the sport.”
“That is the place the NBA has most likely carried out a greater job than us and the NFL is hitting on all cylinders,” one other stated. “Simply utilizing the crest and the trophy just isn’t sufficient anymore.”
One agent, nonetheless, famous a hurdle confronted by the league in selling participant personalities: the gamers themselves.
“I wish to say ‘promoting their gamers higher,’ however the guys are so humble, it’s arduous to promote them,” the agent stated. “Different sports activities leagues try this higher, however their personalities are greater.”
In the meantime, multiple agent highlighted the NHL’s downside in getting the video games in entrance of viewers.
“We’re lacking the chance to broaden the sport to a extra informal fan,” one stated. “We haven’t fairly unlocked what the bottom line is to bringing the stay expertise to TV in a greater manner. For those who watch outdated video games from the ’60s or ’70s, they’re type of shot kind of the identical manner as now.”
How the league units up the schedule and its key occasions drew criticism as nicely. Listed here are another areas by which brokers really feel the league may enhance:
On the playoff format: “I wouldn’t thoughts them going again (to) 1 seed vs. 8 seed as an alternative of the divisional stuff. There’s received to be incentives to having nice common seasons. Similar matchups yearly within the playoffs.”
On increasing the playoff area: “The league continues to develop and it feels like we’re going to proceed to develop past the 32, so I’m actually shocked the homeowners haven’t pushed this for their very own egocentric causes. For sure markets, it could create hope proper to the top.”
On scheduling: “With the 4 Nations, Olympics, the World Cup — I feel the PA, the league have failed the gamers, the followers, the homeowners as an alternative of actually understanding the wear and tear and tear it has on the product.”
On scheduling: “I’d prefer to see staggered begin instances, and I don’t know the way we go three or 4 nights with actually no video games or one or two after which abruptly all people performs.”
On participant security: “My factor right here currently is the inconsistencies with participant security. For some issues that go unpunished and a few issues that do, I can by no means get a learn on what they’re doing or considering. A few of these issues that needs to be suspensions and definitely important fines, they slip by. There’s no punishment. And others which might be borderline, there’s heavy stuff. There must be a constant commonplace.”
On the de-centralization of the draft: “I hate (the change). It’s a giant factor for that metropolis to have. I feel the draft is a tremendous factor.”
The solutions on this class supply extra proof of how far the NHL has come within the Solar Belt.
On-ice success is, in fact, a giant issue right here, however so are different areas. Ambiance, tradition and management matter rather a lot, too.
“It’s a must to have a look at Tampa with the best way the proprietor’s superb at being hands-off,” one agent stated. “(Proprietor Jeff Vinik) sat again, employed the most effective individuals and allow them to do their jobs.”
“Tampa is superior,” echoed one other. “Gamers need to be there. They’re shopping for homes there and spending post-career there.”
For related causes, the opposite Florida crew ranks excessive on brokers’ lists.
“(The Panthers) are in sync and related between possession and administration,” an agent stated. “They turned issues round briefly order with (GM) Billy Zito getting in there. They’re honest. They’ve developed briefly order to turn out to be a vacation spot. These guys take much less to go there due to the tax benefits down there.”
In Vegas, one of many league’s youngest franchises has rapidly gained a popularity for successful — in any respect prices.
“They’ve been persistently aggressive,” an agent stated. “They don’t hesitate to do no matter it takes, though it could be cold-blooded at instances to enhance the franchise. However when you’re ranking them on their skill to execute on a recreation plan, I feel from Day One they’ve been fairly spectacular.”
The Dallas Stars additionally obtained credit score for on-ice success.
“From high to backside, their scouting is excellent, their improvement is excellent. Clearly administration,” an agent stated.
Added one other: “They’ve simply discovered so many gamers. And albeit they’re actually good individuals.”
One considerably shocking entry right here is perhaps the Jets. One agent praised the crew for on-ice success within the face of attendance and enterprise issues.
“They can draft, develop very nicely,” an agent stated. “The West is a beast, however I’m impressed, for a smaller market, how they’re capable of function.”
The Maple Leafs, then again, obtained credit score on the enterprise facet despite on-ice struggles (at the least within the playoffs).
“I feel they’ve outdone the Rangers. They’ve outdone Boston. They’ve outdone Montreal,” an agent stated. “So I’ve received to present them their due so far as rising revenues on this enterprise and operating it like a company enterprise.”
A number of brokers struggled to restrict their reply to only one crew, so 25 of the NHL’s 32 groups obtained at the least one vote.
On this class, phrases like “cheap,” “accessible” and “trustworthy” carry a whole lot of weight.
That’s the case on the subject of Tampa GM Julien Brisebois.
“Julien’s fairly easy,” one agent stated. “Very accessible, simple to cope with. Participant-friendly.”
“They don’t fiddle,” added one other. “I like JB.”
It’s the case with the Wild and GM Invoice Guerin, too.
“Invoice Guerin’s cheap and simple to cope with and simple to have a dialog with,” an agent stated. “Very trustworthy.”
“Billy G’s all the time honest,” added one other.
Minnesota and Guerin additionally obtained credit score for staying aggressive within the face of wage cap-related points over the previous a number of seasons.
“It’s really superb how aggressive they’ve been the final three years spending $13-$15 million lower than anybody else. Think about if they might have fielded full rosters.”
Individuals love Jim Nill in Dallas.
“Classiest, most trustworthy man within the league,” stated one agent.
Some brokers famous a need to cope with former participant brokers, corresponding to Zito of the Panthers.
“I like coping with Billy Zito. He’s been on either side of it,” one stated.
Canadiens GM Kent Hughes is one other former agent. His partnership in Montreal with front-office veteran Jeff Gorton was a spotlight for one agent.
“Kent Hughes is a really charming man, and proper into it. Jeff Gorton and him, I met with these guys, they had been like two brothers combating once I talked to them. They’re humorous. To really rebuild is difficult. They’ve carried out a pleasant job over there. They’re heading in the right direction.”
Apparently, the Geese and Islanders — Nos. 1 and a couple of on this ballot’s “most troublesome to cope with” class, respectively — every drew a point out right here.
“I do know it’s a loopy factor to say, however I’ve such belief in coping with Lou,” an agent stated of Islanders GM Lou Lamoriello. “He’s so trustworthy. What he says is what he means, and vice versa.”
One other agent felt equally in regards to the regime in Anaheim: “I just like the old-school, straight-shooting guys.”
As most brokers quipped at first, “This may have been simple a yr in the past — Arizona. Poor Billy (Armstrong) had his fingers tied, however the remaining was unstable as hell. Not anymore in Utah.”
Compelled to decide on a brand new reply, most brokers picked Buffalo as a result of greater than a decade of struggles.
The Sabres haven’t made the playoffs since 2011. They haven’t gained a playoff sequence since 2007. They’ve been rebuilding for what looks as if without end. And so they’re at present holding down final place within the Japanese Convention.
“Buffalo has simply many years of mediocrity and is only a mess,” one agent stated.
A number of brokers introduced up Anaheim: “The Geese usually are not run nicely sufficient and are so troublesome to cope with.”
The Blackhawks garnered votes right here for a perceived mismanagement of their rebuild to date — particularly after including Connor Bedard.
“Once you received all of it, you’ve received to run it such as you do. I don’t assume they’ve a plan,” one agent stated. “It needs to be getting carried out proper. For what they’ve been given, Chicago and Detroit are the largest letdowns. They’ve been given the keys to the dominion, however my gosh.”
Two brokers questioned in regards to the Yzerplan in Detroit.
“They’re actually unstable,” one stated. “There’s no plan, though they might say there’s one.”
One agent questioned the technique in Nashville.
“They spent $108 million on free brokers this summer time — older free brokers, however but they simply have 5 first-round picks simply sitting there and never growing. So what’s the plan? What’s the path?”
One agent described the Geese entrance workplace as one thing of a throwback.
“After I began, all people was indignant and telling you to go f— your self,” one agent stated. “So I kinda miss that. Anaheim, personality-wise, they’re robust. (GM Pat Verbeek) is cranky and runs the present himself and (assistant GM Jeff Solomon) is a grinder. I like these two guys, however robust. I respect once they’re a–holes.”
“Verbeek is ridiculous. He attracts traces within the sand and sticks by it irrationally,” one stated.
“The man that makes Anaheim robust is Jeff Solomon,” one other added. “He does all their contracts. One thing so simple as doing entry-level offers … there’s all the time one thing they nickel you.”
A so-called old-school mentality was a theme right here. So, no shock that the New York Islanders, with a entrance workplace led by the eldest statesman of NHL GMs, fall into the class.
“They’re the largest ache within the ass to cope with,” one agent stated. “A whole lot of old-school individuals, and (Lou Lamoriello) has no skill to let another person have accountability. It’s all by means of him, and each dialog is draining.”
“I respect the Islanders, however Lou positively holds tight,” an agent added. “When he locks in his heels, he locks in his heels.”
Complaints about Carolina, which tied for second right here, centered on proprietor Tom Dundon’s administration model.
“It is dysfunctional how the proprietor micromanages every little thing,” an agent stated.
However for probably the most half, solutions on this class got here all the way down to how robust a entrance workplace was perceived to be in negotiations.
An agent on the Golden Knights: “(GM Kelly McCrimmon) is a tricky buyer.”
And on the Predators: “Nashville is like pulling enamel coping with them on contracts in any respect ranges.”
Tampa’s Jeff Vinik has discovered a successful method — on and off the ice.
“I feel he’s carried out a beautiful job,” an agent stated. “He walked in there and turned the franchise round. First-class all the best way. I imply, simply have a look at what the world across the rink was once like in comparison with now. He’s received to be among the finest homeowners in sports activities.”
One other agent put it merely and enthusiastically: “My gamers say he’s the most effective proprietor ever.”
Added one other, “That man will get it. He received it from Day One. He is carried out all the precise issues and employed the precise individuals and stayed out of it, but in addition carried out all of the issues that he wanted to do for the market.”
With all of the solutions right here, excessive rankings go to homeowners who’ve deep pockets and are perceived as keen to spend.
That’s the case in Toronto, one in all few NHL groups with a company possession construction relatively than a person proprietor. Brokers appreciated MLSE’s willingness to spend on greater than participant salaries.
“They’ve the cash to mainly do no matter they need,” one famous. “They deal with their gamers nice.”
“There’s no value spared with the Leafs,” added one other. “For those who want an MRI, they’ll get you 35 of them.”
How in regards to the new man? Utah’s Ryan Smith isn’t new to sports activities possession (he has owned a majority stake within the NBA’s Utah Jazz since 2020) and he’s already garnered at the least one strong evaluate in his debut NHL season.
“He’s new, however a $3 sizzling canine, $3 water, $3 pop? It seems like he’s a part of the individuals. He’s the brand new wave.”
Carolina Hurricanes proprietor Tom Dundon ran away with this class — one thing that might elevate some eyebrows, given the relative success of his group.
What’s clear from brokers’ feedback is that this isn’t actually about any particular enterprise choice or points with spending (a extra widespread sentiment the final time we did this train in 2022). It’s extra about Dundon’s communication and management model, with a number of describing him as overly concerned.
“I don’t know the way he has the time or the power. He’s the de facto GM,” one agent stated.
“Lots of people in our enterprise hate it that Tom is so f—ing concerned, and he’s mainly the supervisor and he has a whole lot of sturdy opinions, too, and he isn’t afraid to inform all of us privately these opinions.”
“His GMs and assistant GMs … must ask him permission for something,” added one other.
The concept that the proprietor’s involvement is affecting the tradition was raised a number of instances.
“They’ve received some good individuals there, however you simply really feel their tradition by not even working there, simply being round it. And it’s not an awesome one.”
One agent joked: “The worst a part of Dundon lapping the competitors right here is he’s most likely happy with it.”
Buffalo’s Terry Pegula took the second spot on this class, however the feedback had been extra targeted on a perceived lack of involvement — and a scarcity of on-ice success.
“Buffalo has swung and missed rather a lot,” one agent famous.
“He has not carried out something,” one other stated of Pegula. “He’s in left area.”
One agent stated a scarcity of involvement was motive for the Geese’ Henry Samueli to earn votes, too. “Possession that is not concerned when they need to be frustrates me. Like, become involved.”
“Regardless of the f— he desires.”
That just about sums up the final feeling on this one.
When Connor McDavid’s present deal expires after the 2025-26 season, the query isn’t whether or not he’ll turn out to be the highest-paid hockey participant of all-time; it’s how a lot he’ll make.
The present CBA limits a participant to twenty % of a crew’s wage cap. With the cap anticipated to leap above $100 million for the primary time as McDavid’s deal expires, may he be the league’s first $20 million man?
“McDavid ought to make the max. It’s crucial that he does,” one agent stated. “He’s the most effective participant within the league. With that carries the duty to be paid the very best quantity attainable, finish of story.”
“He’s value each penny at 20 %,” one other added.
“That man higher get 20 % of the higher restrict,” stated one other. “He is by far the most effective participant within the recreation and might be for awhile and will lead the cost. Our entire league works in the direction of a ceiling, and he needs to be it.”
Some famous the necessity to steadiness a need to receives a commission and the will to win.
“He’s received to resolve if he desires to win or not,” one agent stated. “He has each proper to ask for 20 % after which go backwards.”
“I’d counsel it’s going to be no matter Connor McDavid decides is most applicable,” one other agent stated. “I’m certain lots of people know this, however when he did his final contract, the evening earlier than he signed it, he known as and took a pair million proper off the highest as a result of he felt he was taking an excessive amount of cash they usually wanted extra to have the ability to construct the crew.”
One other agent famous that McDavid’s contract might want to examine favorably to the eight-year, $112 million extension signed by Oilers teammate Leon Draisaitl in September, which carries an AAV of $14 million.
“I feel Connor realizes Stanley Cups are a very powerful factor, however clearly Leon’s contract’s on the market, so I’d say 1,000,000 {dollars} greater than Leon.”
One other agent agreed on that ballpark.
“I’d say 15 % of the cap, as a result of you want to depart 5 % cushion for the crew to have cash to spend to win,” the agent stated. “I feel that’s honest. As a result of if the cap goes to $115 million, that’s $15 or $16 million.”
7a. What’s the largest situation within the subsequent CBA negotiations?
The present collective bargaining settlement expires after the 2025-26 season, and the NHLPA and NHL seem assured a deal might be reached amicably.
“I feel we’re in place when it comes to our collective bargaining relationship, when it comes to our general relationship,” NHL commissioner Gary Bettman stated forward of the opening recreation of the 4 Nations Face-Off.
Certainly, many brokers are hopeful the following spherical of negotiations will function much less animosity than we’ve seen up to now.
What are the large points more likely to come up?
“I hope none,” stated one agent. “I hope we’ve ironed them out. We’ve had sufficient battles in my life — over 30-plus years as an agent. We don’t want a battle.”
Nonetheless, this query yielded an array of issues on brokers’ minds. Most of them focus on cash — and precisely how it’s divided between homeowners and gamers. A number of brokers famous, for instance, that gamers ought to get a chunk of enlargement charges.
“If it’s going to be an actual 50-50 partnership, it needs to be in respect to every little thing, and I’m not simply speaking enlargement charges,” one agent stated. “I’m speaking extra alongside the traces of all of the insurance coverage and every little thing that every one comes out of the participant’s share. These bills needs to be 50-50 as nicely.”
Escrow got here up with practically half the brokers.
“It’s all the time escrow,” an agent stated. “Escrow might be positive so long as HRR retains going upwards. It’s simply ensuring HRR continues to develop so everybody can share and it doesn’t rear its ugly head once more.”
However a falling Canadian greenback had some fearful in regards to the potential hit to HRR.
“The issue we’re having with the Canadian greenback that’s going to be an enormous situation as a result of HRR is pushed by Toronto, Montreal, Vancouver — they contribute a lot. I feel we’re going to be into one other pickle a few years from now.”
Others had ideas on changes to the wage cap.
“(There needs to be a) luxurious tax for groups that need to spend over the cap,” one stated.
One other added there needs to be give attention to retaining the cap ground at a sufficiently excessive degree: “I really feel like because the cap goes up you’re going to have increasingly groups having self-imposed budgets, in order that’s a priority.”
7b. What’s an under-the-radar situation that needs to be addressed?
This was one other query that drew a wide selection of responses.
The concept that tax regimes in sure markets make groups kind of fascinating to gamers was raised greater than as soon as. Is there a greater manner?
“The cap needs to be set off groups with no state tax,” one agent stated, echoing just a few others. “Which means Wild or Rangers or whoever may spend their % distinction to that of Vegas. Even (the) enjoying area.”
Not everybody agreed, although.
“That’s a factor I’m sick of listening to about,” an agent countered. “No person was speaking about this 15 years in the past when the Panthers had been horrible. It’s full bulls—. That’s not why gamers go there. They go there to win.”
Right here had been another well-liked speaking factors:
On journey: “Cross-conference journey and rivalries. I feel they need to add an additional in-division recreation or two of their convention relatively than, say, Tampa go to Vancouver. That journey is so taxing they usually don’t draw nicely.”
On new CHL-college guidelines: “I feel there might be a whole lot of dialogue in regards to the four-year faculty free company factor. Groups hate that. Brokers find it irresistible the place the blokes can mainly stroll after 4 years. I feel there’s going to must be a whole lot of modification primarily based on the CHL-NCAA adjustments simply to attempt to get individuals on some type of degree enjoying floor.”
On signing bonuses: “The signing bonuses haven’t even saved up with the price of residing bills. For those who’re a rookie in New York and informed to get an residence, you’d relatively keep within the resort for 3 extra months. To me, Connor Bedard making a $95,000 signing bonus is loopy. That’s the identical as a school free agent. I’m going to Hawks video games and there’s 16,000 Bedard jerseys. Possibly there needs to be an exception for first-round picks.”
On participant security: “The participant security division must be overhauled.”
On waivers: “That entry-level gamers have to attend so lengthy earlier than they’re eligible to be placed on waivers. I feel a crew ought to have two years to evaluate the expertise of a participant and develop them.”
“Good gamers getting trapped within the minors for too lengthy.”
It’s not completely shocking that an awesome majority of brokers are in favor of enlargement.
In spite of everything, as one agent put it, “Extra jobs. Brokers would all the time be for that.”
“I would like the NHL to go to 40 groups. Forty-five groups,” one other added. “The extra the merrier. If we get to 50, I’d be thrilled.”
Some did word, nonetheless, that the league needs to be cautious to not dilute the expertise pool.
“I don’t assume there’s sufficient good gamers to broaden,” one stated.
Most disagreed, arguing extra alternative will lead to extra stars.
As for the place the NHL ought to go subsequent?
“Going to sturdy TV markets is the low-hanging fruit and most necessary aspect, so Houston makes probably the most sense,” one agent stated.
“Add groups within the U.S. Keep away from the Canadian greenback,” one other stated. “Add Houston and Atlanta, after which realign. Why’s Utah within the Central?”
Right here’s what brokers needed to say on the choices:
On Phoenix: “Phoenix can work with the precise proprietor and constructing. Utah, you see how a lot distinction possession makes proper off the hop. It modified nearly instantly.”
On Houston: “Fourth-biggest market within the U.S., and it by no means will get talked about. It’s a no brainer.”
On Quebec Metropolis: “I do not know why they’re not within the league if Winnipeg is.”
On Quebec Metropolis negatives: “I don’t need one other Canadian metropolis; we have to generate income.”
On Atlanta: “Dangerous possession plagued them final time. Horrible possession really, so discover the precise group and placement, it may work.”
On Atlanta negatives: “F— Atlanta. We’ve tried that 1,000,000 instances. There’s no manner.”
On Atlanta negatives: “I am going to imagine this Atlanta stuff once we see it. We have been there twice. They appear to assume it will work a 3rd time. We’ll see.”
On Kansas Metropolis: An agent pointed to the NFL’s Chiefs for example. “Possibly they will get that market.”
On Toronto: “I feel it’s probably the most insane factor on this planet that there’s not two groups in Toronto. It’s loopy.”
A number of brokers described the present NHL schedule as a “grind.” Including extra video games is unpopular.
Extra groups having a shot on the postseason, although? There is perhaps one thing there.
“I’d most likely be in favor of some play-in video games,” one agent stated. “I feel it’s labored nicely in baseball and it’s been good for TV and can be good general for HRR.”
One other added, “It’s so arduous to make the playoffs, so if we will take the groups that had been like one regulation loss away from making it, I feel that’d be enjoyable.”
Nonetheless, there have been a number of who emphasised that the schedule is just too lengthy as it’s.
“There’s too many video games. If something, I would scale back the variety of video games,” one in all eight brokers who responded “no” stated.
A major goal for decreasing the workload: the preseason exhibition schedule.
“The exhibition scenario has been so poorly run,” an agent stated. “It’s so imbalanced. There’s actually no rhyme or motive to it. Most groups, at most, actually have one spot you’ll be able to battle for in coaching camp if all people’s wholesome.”
One agent stated the season wants to start out and finish earlier.
“Sure (to including common season video games), however not more than two video games and so long as the exhibition season will get reduce all the way down to steadiness it out. And the Stanley Cup must be awarded no later than the primary week in June. Why not begin the season Sept. 15?”
Seventeen GMs-in-waiting garnered votes because the one to observe — together with two brokers who chosen themselves.
Penguins assistant GM Jason Spezza obtained probably the most mentions, although.
“From the very starting, even when he was in his final yr as a participant, he had a thirst for understanding every little thing he may study,” one agent stated. “He’s very, very thorough in every little thing he does and is studying each a part of the group. Kyle (Dubas) gave him entry to every little thing in Toronto and now Pittsburgh. Jason approached it like he did every little thing else – simply one hundred pc.”
One other member of Dubas’s entrance workplace was praised by one agent: Vukie Mpofu, the Penguins’ director of hockey operations and authorized affairs.
“One of many sharpest, dedicated and genuinely good younger individuals. He’s a star,” the agent stated.
Within the two-vote membership, Leafs AGM Brandon Pridham and Panthers AGM Brett Peterson stood out.
“I feel he does a whole lot of work and doesn’t get a whole lot of credit score,” an agent stated of Pridham. “He’s quiet, however I feel he’s carried out yeoman’s work there for lots of years and doesn’t essentially get on individuals’s radar.”
One other stated of Peterson: “Former agent. He’s very easy, very good. He’s in tight with USA Hockey, nicely schooled by Billy Zito. He’s a formidable man.”
Talking of former brokers, Canucks AGM Émilie Castonguay — the primary Canadian girl ever licensed as an agent — obtained a vote.
“She’s a powerful presence. Sensible and has the precise edge,” an agent stated. “Not solely does she have a powerful authorized training, she has navigated the sport from all sides, player-agenting and managing. She’s a talented communicator and strategic thinker.”
(Illustration: Will Tullos / The Athletic)
(Pictures: Patrick Smith, Jeff Vinnick, Richard T. Gagnon, Bruce Bennett, Chris Tanouye / Getty Photographs)