Gary Bettman took the helm as the first Commissioner of the NHL in 1993. His mandate was to make hockey appeal to American audiences unfamiliar with the game. However Bettman is partly responsible for destroying the game as we knew it and virtually causing it to disappear from our sports conscience.
 
In the mid-1990's Bettman banked on international sports star Wayne Gretzky to draw US fans to watch hockey on a national scale.  Bettman signed a 5-year deal with Fox and ESPN in 1993 and the NHL took the spotlight quickly. The NHL also benefited from the 1994 Major League Baseball strike that led to the first cancellation of the World Series since 1904.
 
Bettman's plan to expand and "Americanize" the game started off with success and increased exposure. However, the roots of the game began to unravel as teams from Hartford, Winnipeg, Minnesota and Quebec were moved.  Expansion of the league diluted the talent pool and affected the skill level and appeal of the game.
 
In 1994 and 2004, the NHL went through work stoppages. Most importantly the 2004 lockout brought about the current dismal state of media coverage of the NHL today.
 
Bettman had signed a $120 million/year contract with ABC/ESPN from 1999-2004. But the numbers didn't deliver and when the fans disappeared ABC played hard ball. Bettman declined a new deal for 2 years at $60 million per year. Then ESPN fired back by eliminating the majority of their hockey highlights, commentary and news from network programming and Sports Center. Suddenly the NHL was no where to be found. No analysis, no big time goals, virtually no coverage at all.
 
The NHL left Canada behind only to find out that Nashville, Atlanta and Tampa Bay among others can't support an NHL franchise. The game got worse. The talent pool has dwindled and less people care if Anaheim wins or loses.
 
Bettman sold the television rights to NBC for 3 years at $70 million/year. A better offer than ABC made however NBC is allowed to dictate the scheduling. No greater could this clause come back to haunt the NHL than when in Game 5 of the 2007 Eastern Conference Playoffs, NBC cut out of Overtime to show the Preakness Stakes pre-show.  
 
Unfortunately it will get much worse before it gets better. The NHL must downsize and go back to its roots in order to improve the overall game and its television exposure. If Bettman thought $60 million per year was too little in 2004, he better expect even lower bids in 2008.
 
Hockey is an incredibly fast game of skill and power. Its athletes are conditioned sharp shooters with amazing talent. However we know little about them. Unlike the NBA, where personalities are the central marketing strategy, today's NHL players are hardly recognizable.   
 
Downsize. Build exposure for your stars. Beg ESPN to help you relaunch. Someday we will talk about hockey again. We just might have to wait until the game collapses in order for it to reemerge as an exciting game worth watching with your friends and family.