Who’re one of the best and hardest entrance workplaces to cope with within the NHL? Which homeowners are identified 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 strategy. Gamers have comparatively restricted publicity to organizations outdoors their very own. And a few shrink back from expressing controversial takes — even anonymously.
Need an unvarnished opinion on all issues NHL? Discuss to an agent. Brokers typically signify 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 consultants on the enterprise facet of hockey.
Over the previous a number of months, The Athletic polled 19 brokers, who mix to signify tons of of NHL participant contracts, on 10 key questions dealing with the league and its future. Brokers have been granted anonymity to encourage sincere and candid solutions.
1. What’s the space the NHL can enhance essentially the most?
What’s holding the NHL again? Primarily advertising, brokers mentioned.
The majority of responses centered across the league’s perceived failings relating to promoting the sport and its star gamers, bringing in new audiences and rising hockey-related income (HRR). To be truthful, although, all brokers have been polled earlier than the current 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 essentially the most thrilling reside expertise of any of the key professional sports activities,” one agent mentioned, echoing the vast majority of respondents. “But (the oldsters) working the league appeared content material for many years to be targeted extra on preventing the gamers over utilizing them to develop the sport.”
“That is the place the NBA has most likely accomplished a greater job than us and the NFL is hitting on all cylinders,” one other mentioned. “Simply utilizing the crest and the trophy is just not sufficient anymore.”
One agent, nevertheless, famous a hurdle confronted by the league in selling participant personalities: the gamers themselves.
“I want to say ‘promoting their gamers higher,’ however the guys are so humble, it’s laborious to promote them,” the agent mentioned. “Different sports activities leagues try this higher, however their personalities are larger.”
In the meantime, a couple of agent highlighted the NHL’s drawback in getting the video games in entrance of viewers.
“We’re lacking the chance to develop the sport to a extra informal fan,” one mentioned. “We haven’t fairly unlocked what the secret is to bringing the reside expertise to TV in a greater approach. If you happen to watch outdated video games from the ’60s or ’70s, they’re type of shot roughly the identical approach as now.”
How the league units up the schedule and its key occasions drew criticism as nicely. Listed here are another areas during 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 a substitute of the divisional stuff. There’s bought to be incentives to having nice common seasons. Identical matchups yearly within the playoffs.”
On increasing the playoff area: “The league continues to develop and it appears like we’re going to proceed to develop past the 32, so I’m actually stunned 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 believe the PA, the league have failed the gamers, the followers, the homeowners as a substitute of actually understanding the damage and tear it has on the product.”
On scheduling: “I’d wish to see staggered begin occasions, and I don’t know the way we go three or 4 nights with actually no video games or one or two after which hastily 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 pondering. A few of these issues that must be suspensions and definitely vital fines, they slip by. There’s no punishment. And others which might be borderline, there’s heavy stuff. There must be a constant customary.”
On the de-centralization of the draft: “I hate (the change). It’s a giant factor for that metropolis to have. I believe the draft is a tremendous factor.”
The solutions on this class provide extra proof of how far the NHL has come within the Solar Belt.
On-ice success is, after all, a giant issue right here, however so are different areas. Environment, tradition and management matter so much, too.
“You need to take a look at Tampa with the way in which the proprietor’s superb at being hands-off,” one agent mentioned. “(Proprietor Jeff Vinik) sat again, employed one of the best individuals and allow them to do their jobs.”
“Tampa is superior,” echoed one other. “Gamers wish to be there. They’re shopping for homes there and spending post-career there.”
For comparable causes, the opposite Florida staff ranks excessive on brokers’ lists.
“(The Panthers) are in sync and related between possession and administration,” an agent mentioned. “They turned issues round in brief order with (GM) Billy Zito getting in there. They’re truthful. They’ve developed in brief order to grow 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 status for successful — in any respect prices.
“They’ve been persistently aggressive,” an agent mentioned. “They don’t hesitate to do no matter it takes, though it might be cold-blooded at occasions to enhance the franchise. However if you happen to’re score them on their potential to execute on a sport plan, I believe from Day One they’ve been fairly spectacular.”
The Dallas Stars additionally acquired credit score for on-ice success.
“From prime to backside, their scouting is excellent, their improvement is excellent. Clearly administration,” an agent mentioned.
Added one other: “They’ve simply discovered so many gamers. And admittedly they’re actually good individuals.”
One considerably shocking entry right here is perhaps the Jets. One agent praised the staff for on-ice success within the face of attendance and enterprise issues.
“They’re able to draft, develop very nicely,” an agent mentioned. “The West is a beast, however I’m impressed, for a smaller market, how they’re capable of function.”
The Maple Leafs, however, acquired credit score on the enterprise facet regardless of on-ice struggles (a minimum of within the playoffs).
“I believe they’ve outdone the Rangers. They’ve outdone Boston. They’ve outdone Montreal,” an agent mentioned. “So I’ve bought to offer them their due so far as rising revenues on this enterprise and working it like a company enterprise.”
A number of brokers struggled to restrict their reply to only one staff, so 25 of the NHL’s 32 groups acquired a minimum of one vote.
On this class, phrases like “affordable,” “accessible” and “sincere” carry a number of weight.
That’s the case relating to Tampa GM Julien Brisebois.
“Julien’s fairly simple,” one agent mentioned. “Very accessible, straightforward 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 affordable and straightforward to cope with and straightforward to have a dialog with,” an agent mentioned. “Very sincere.”
“Billy G’s all the time truthful,” added one other.
Minnesota and Guerin additionally acquired 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.”
Folks love Jim Nill in Dallas.
“Classiest, most sincere man within the league,” mentioned one agent.
Some brokers famous a want to cope with former participant brokers, akin to Zito of the Panthers.
“I like coping with Billy Zito. He’s been on each side of it,” one mentioned.
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 have been like two brothers preventing once I talked to them. They’re humorous. To truly rebuild is tough. They’ve accomplished 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 tough 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 mentioned of Islanders GM Lou Lamoriello. “He’s so sincere. 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 might have been straightforward a 12 months in the past — Arizona. Poor Billy (Armstrong) had his arms tied, however the remainder 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 received a playoff collection since 2007. They’ve been rebuilding for what looks like ceaselessly. And so they’re presently holding down final place within the Japanese Convention.
“Buffalo has simply many years of mediocrity and is only a mess,” one agent mentioned.
A number of brokers introduced up Anaheim: “The Geese aren’t run nicely sufficient and are so tough to cope with.”
The Blackhawks garnered votes right here for a perceived mismanagement of their rebuild to this point — particularly after including Connor Bedard.
“While you bought all of it, you’ve bought to run it such as you do. I don’t assume they’ve a plan,” one agent mentioned. “It must be getting accomplished proper. For what they’ve been given, Chicago and Detroit are the most important 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 mentioned. “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 creating. So what’s the plan? What’s the course?”
One agent described the Geese entrance workplace as one thing of a throwback.
“Once I began, all people was offended and telling you to go f— your self,” one agent mentioned. “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 mentioned.
“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 most important ache within the ass to cope with,” one agent mentioned. “Quite a lot of old-school individuals, and (Lou Lamoriello) has no potential to let another person have duty. It’s all via 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 the whole lot,” an agent mentioned.
However for essentially 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 system — on and off the ice.
“I believe he’s accomplished a beautiful job,” an agent mentioned. “He walked in there and turned the franchise round. First-class all the way in which. I imply, simply take a look at what the realm across the rink was once like in comparison with now. He’s bought to be the most effective homeowners in sports activities.”
One other agent put it merely and enthusiastically: “My gamers say he’s one of the best proprietor ever.”
Added one other, “That man will get it. He bought it from Day One. He is accomplished all the best issues and employed the best individuals and stayed out of it, but additionally accomplished 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 among few NHL groups with a company possession construction reasonably than a person proprietor. Brokers appreciated MLSE’s willingness to spend on greater than participant salaries.
“They’ve the cash to principally do no matter they need,” one famous. “They deal with their gamers nice.”
“There’s no value spared with the Leafs,” added one other. “If you happen to 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 a minimum of one stable overview in his debut NHL season.
“He’s new, however a $3 scorching canine, $3 water, $3 pop? It appears 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 resolution or points with spending (a extra frequent 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 vitality. He’s the de facto GM,” one agent mentioned.
“Lots of people in our enterprise hate it that Tom is so f—ing concerned, and he’s principally the supervisor and he has a number of robust opinions, too, and he is not afraid to inform all of us privately these opinions.”
“His GMs and assistant GMs … need to ask him permission for something,” added one other.
The concept that the proprietor’s involvement is affecting the tradition was raised a number of occasions.
“They’ve bought some sensible individuals there, however you simply really feel their tradition by not even working there, simply being round it. And it’s not a fantastic 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 have been extra targeted on a perceived lack of involvement — and an absence of on-ice success.
“Buffalo has swung and missed so much,” one agent famous.
“He has not accomplished something,” one other mentioned of Pegula. “He’s in left area.”
One agent mentioned an absence of involvement was purpose 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 needs.”
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 grow 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 p.c of a staff’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 mentioned. “He’s one of the best participant within the league. With that carries the duty to be paid the very best quantity doable, finish of story.”
“He’s price each penny at 20 p.c,” one other added.
“That man higher get 20 p.c of the higher restrict,” mentioned one other. “He is by far one of the best participant within the sport and shall be for awhile and will lead the cost. Our complete league works in the direction of a ceiling, and he must be it.”
Some famous the necessity to steadiness a want to receives a commission and the need to win.
“He’s bought to determine if he needs to win or not,” one agent mentioned. “He has each proper to ask for 20 p.c after which go backwards.”
“I’d counsel it’s going to be no matter Connor McDavid decides is most acceptable,” one other agent mentioned. “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 staff.”
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 believe Connor realizes Stanley Cups are crucial 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 p.c of the cap, as a result of it’s good to go away 5 p.c cushion for the staff to have cash to spend to win,” the agent mentioned. “I believe that’s truthful. As a result of if the cap goes to $115 million, that’s $15 or $16 million.”
7a. What’s the largest subject 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 shall be reached amicably.
“I believe we’re in a superb place when it comes to our collective bargaining relationship, when it comes to our total relationship,” NHL commissioner Gary Bettman mentioned forward of the opening sport of the 4 Nations Face-Off.
Certainly, many brokers are hopeful the following spherical of negotiations will characteristic much less animosity than we’ve seen previously.
What are the large points prone to come up?
“I hope none,” mentioned 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 growth charges.
“If it’s going to be an actual 50-50 partnership, it must be in respect to the whole lot, and I’m not simply speaking growth charges,” one agent mentioned. “I’m speaking extra alongside the traces of all of the insurance coverage and the whole lot that each one comes out of the participant’s share. These bills must be 50-50 as nicely.”
Escrow got here up with almost half the brokers.
“It’s all the time escrow,” an agent mentioned. “Escrow shall be fantastic 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 subject as a result of HRR is pushed by Toronto, Montreal, Vancouver — they contribute a lot. I believe we’re going to be into one other pickle a few years from now.”
Others had ideas on changes to the wage cap.
“(There must be a) luxurious tax for groups that wish to spend over the cap,” one mentioned.
One other added there must be deal with retaining the cap flooring at a sufficiently excessive stage: “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 subject that must be addressed?
This was one other query that drew a wide selection of responses.
The concept that tax regimes in sure markets make groups roughly fascinating to gamers was raised greater than as soon as. Is there a greater approach?
“The cap must be set off groups with no state tax,” one agent mentioned, echoing just a few others. “That means Wild or Rangers or whoever may spend their p.c 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 one was speaking about this 15 years in the past when the Panthers have been horrible. It’s full bulls—. That’s not why gamers go there. They go there to win.”
Right here have been another widespread speaking factors:
On journey: “Cross-conference journey and rivalries. I believe they need to add an additional in-division sport or two of their convention reasonably than, say, Tampa go to Vancouver. That journey is so taxing they usually don’t draw nicely.”
On new CHL-college guidelines: “I believe there shall be a number of dialogue in regards to the four-year school free company factor. Groups hate that. Brokers find it irresistible the place the blokes can principally stroll after 4 years. I believe there’s going to need to be a number of modification primarily based on the CHL-NCAA modifications simply to attempt to get individuals on some form of stage enjoying floor.”
On signing bonuses: “The signing bonuses haven’t even stored up with the price of residing bills. If you happen to’re a rookie in New York and informed to get an condo, you’d reasonably 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 university free agent. I am going to Hawks video games and there’s 16,000 Bedard jerseys. Possibly there must 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 believe a staff 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 totally shocking that an awesome majority of brokers are in favor of growth.
In any case, 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, nevertheless, that the league must be cautious to not dilute the expertise pool.
“I don’t assume there’s sufficient good gamers to develop,” one mentioned.
Most disagreed, arguing extra alternative will end in extra stars.
As for the place the NHL ought to go subsequent?
“Going to robust TV markets is the low-hanging fruit and most necessary factor, so Houston makes essentially the most sense,” one agent mentioned.
“Add groups within the U.S. Keep away from the Canadian greenback,” one other mentioned. “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 best proprietor and constructing. Utah, you see how a lot distinction possession makes proper off the hop. It modified virtually 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 don’t 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 truly, so discover the best group and site, it may work.”
On Atlanta negatives: “F— Atlanta. We’ve tried that 1,000,000 occasions. There’s no approach.”
On Atlanta negatives: “I will consider 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 believe it’s essentially 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 mentioned. “I believe it’s labored nicely in baseball and it’s been good for TV and could be good total for HRR.”
One other added, “It’s so laborious to make the playoffs, so if we will take the groups that have been like one regulation loss away from making it, I believe that’d be enjoyable.”
Nonetheless, there have been a number of who emphasised that the schedule is simply too lengthy as it’s.
“There’s too many video games. If something, I would cut back the variety of video games,” one among eight brokers who responded “no” mentioned.
A most important goal for lowering the workload: the preseason exhibition schedule.
“The exhibition state of affairs has been so poorly run,” an agent mentioned. “It’s so imbalanced. There’s actually no rhyme or purpose to it. Most groups, at most, actually have one spot you possibly can battle for in coaching camp if all people’s wholesome.”
One agent mentioned the season wants to begin 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 lower 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 look at — together with two brokers who chosen themselves.
Penguins assistant GM Jason Spezza acquired essentially the most mentions, although.
“From the very starting, even when he was in his final 12 months as a participant, he had a thirst for realizing the whole lot he may be taught,” one agent mentioned. “He’s very, very thorough in the whole lot he does and is studying each a part of the group. Kyle (Dubas) gave him entry to the whole lot in Toronto and now Pittsburgh. Jason approached it like he did the whole lot else – simply 100%.”
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 mentioned.
Within the two-vote membership, Leafs AGM Brandon Pridham and Panthers AGM Brett Peterson stood out.
“I believe he does a number of work and doesn’t get a number of credit score,” an agent mentioned of Pridham. “He’s quiet, however I believe he’s accomplished yeoman’s work there for lots of years and doesn’t essentially get on individuals’s radar.”
One other mentioned of Peterson: “Former agent. He’s very clean, very sensible. 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 lady ever licensed as an agent — acquired a vote.
“She’s a powerful presence. Good and has the best edge,” an agent mentioned. “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)
(Images: Patrick Smith, Jeff Vinnick, Richard T. Gagnon, Bruce Bennett, Chris Tanouye / Getty Photographs)
