NHL Playoffs: Advertisers Concerned With Increase In Violence

Marian Hossa on a stretcher after being hit by Raffi Torres. Increased violence has NHL advertisers worried about their own image.

Ever hear the Rodney Dangerfield joke about how he went to a fight and a hockey game broke out?

Sponsors of the NHL aren't laughing at the violence dominating the Stanley Cup playoffs. They've let the league know that they are concerned about their company images being compromised by the fights and cheap hits, the Toronto Globe and Mail has reported. The league confirmed to the newspaper that concerned advertisers did inquire whether the league was "on top of" the media hand-wringing over player safety. The league said advertisers were paying big bucks to associate with the NHL brand, so they had a right to speak up.

One of the signature incidents was Raffi Torres' attack (video below) on the Chicago Blackhawks' Marian Hossa Tuesday night. For knocking out Hossa with a flying shoulder to the chin, Torres, of the Phoenix Coyotes, was suspended 25 games, becoming the ninth player to be suspended during the playoffs, according to the Arizona Republic.

In a story headlined "Bad Blood, Good Ratings," The Daily pointed out last week's 50 percent uptick in NBC's playoff ratings in the United States over last year. So the dilemma for advertisers is: Is the extra exposure worth it when what's being exposed is more bloodshed and goonery?

Whether it's privately applauding or thinking "tsk tsk," the network appears to be getting returns on the 10-year, $2 billion deal it signed with the NHL last year.

The Globe and Mail's story did not mention specific advertisers, who are apparently griping behing the scenes. But the reporters did reach out to Discover, whose sign was visible behind an unconscious Hossa. The credit card company responded: “Discover expects that the NHL will continue to take the necessary steps to ensure that its players are safe.”

Comments

[dsrhuff]

12:54 PM on 05/01/2012

I love watching hockey, it's pretty much the only team sport I watch. I consider the hits and fighting to be additional entertainment. But not the cheap shots. Hits designed to injure need to go.

[HockeyGirl74]

02:55 PM on 04/24/2012

OK here's the problem with stories about this. All sorts of people that literally know NOTHING about hockey decide to hop on their soapbox and chime in. If you are a true fan and have your opinion about fighting, I totally respect it. If you know nothing about the game, please go to a story that you can actually post a comment that makes sense. Most hockey fans that enjoy the physical nature of the game and fights, are NOT fans of cheap shots like Raffi Torres. There is no room in the game I love for cheap shots. But do they happen? Yes. As in all sports. Fighting in hockey and cheap shots are TWO DIFFERENT THINGS. And people saying this is the worst and out of control? Um. No. Try googling Dale Hunter. THAT is a goon.
The fights have actually decreased. The "Goons" actually have talent now. Matt Cooke had an amazing year, after being one of the dirtiest players in the league. It is not as bad as it used to be in the "Good Ol Days".You are either a fan of the game or not. There are plenty of hockey fans in Canada and the Northeast, and Discover doesn't have to worry about that changing. Look how many people showed up to the parade last year. The NHL needs to punish the cheap shots, but the fighting will stay. Like it or not, it is part of the game. Don't like it? Don't watch.

[dont believe everything]

11:00 AM on 04/24/2012

the boston bruins won the stanley cup last year due to extra rough play and the fact that every ref this time of year lets the play go much more in the playoffs than they do in the regular season. its kind of a joke, the players are used to the game being called one way for 82 games during the regular season and as soon as the playoffs start, the whistles are put away and a whole new season starts with new rules for everyone to adjust to.we as fans love this as it allows us to revert back to roman gladiator days and violence for some reason sells. americans love invading countries and stealing resources and we canadians love trying to kill eachother out on the ice as sport.the players will look for any edge when the stakes are high enough, look to the league to get their act together and have some consistancy through out the regular and post seasons with their penalty killing and maybe this wont happen. by the way, SCOTT STEVENS made a hall of fame career out of plays like this not very long ago.

[John Tutle]

08:14 AM on 04/24/2012

If Torres ever plays again in the NHL, you can pretty much count on seeing him laid out on the ice by a similar hit.

If the ref's will not deal with this on the ice, the players will. Hossa is a well liked guy around the league, this will not sit well with a lot of guys. If I were Torres, I would quietly retire and find something else to do before I find myself wracked up like Hossa was.

I'm not saying it's right, but that's the way it is. Anybody who has played a competitive contact sport at any level knows what I'm talking about.

[John Tutle]

08:03 AM on 04/24/2012

The reason this exists in hockey is many teams think they can benefit from the heavy hits on opposition and incompetant referrees stand by and let it happen. For example, with the Hossa situation, the Phoenix Coyotes were able to disable a key palyer for the Hawks at the cost to them of losing a goon like Torres. A great trade off for the Coyotes, who just finished off the Black Hawks and advance tot he next level of the payoffs.

Secondly, the ref did not even call a penalty at the game for the Hossa hit, he looked the other way. If you look at Brendan Shannahan's analysis of the hit when he announced Torres's suspension, there were 3 different penalties commited by Torres in the same hit. Torres left his feet to make the hit, he targeted the head and he checked a player who did not have control of the puck. Yet the ref saw none of that.

[Gyrlznluv]

07:47 AM on 04/24/2012

This is Hockey!!! What's with this outrage? Play/watch the game or play/watch golf!!!

[ZappaRules]

09:22 AM on 04/24/2012

Tell me... What hockey 'skill' is displayed for you when someone illegally puts another player out of action?
What hockey-related skill is on display when players pummel each others' faces with their bare fists?
Do you also like the hooking, clutching and grabbing components of the game?

So at what level are young hockey players taught the finer points of... Dropping the gloves? Leaving your feet when you throw a check?

You don't support hockey - the great skill and talent that can and should be THE KEY elements of the game.
It seems to me you support and want to see as much non-hockey-skill and body damage as possible.

[Shelley Stankeivicz]

09:22 AM on 04/24/2012

Longtime hockey fan here, and this is not hockey, it's the NHL. The enforcers have gotten bigger and bolder - some cannot skate at all well, and many never score or assist. Watch the European leagues. They skate with finesse, score with finesse, and manage not to cripple their opponents in the process.

[The Commish]

02:48 PM on 04/24/2012

Which enforcers? Torres and his ilk are not enforcers. At the same time, players like Dave Brown, Marty McSorely, Nick Fotiu, Joey Kocur, etc were never known for thier ability to skate or score, but would definitely have deterred cowards like Torres from acting this way.

[klincklanc]

06:39 AM on 04/24/2012

They better pay attention to what's going on in the NFL w/excessive hits.

[mjeffn]

03:33 AM on 04/24/2012

Are players allowed to carry concealed firearms during a game. Does 'stand your ground' apply? Fights belong in boxing rings.

[The Commish]

02:33 PM on 04/24/2012

Spoken like somebody who is not a fan of hockey and has no idea what they are talking about.

[Greenchilistew]

12:22 AM on 04/24/2012

The NHL is opening itself up to extreme liability by tacitly ignoring their own rules and allowing fighting in at least limited amounts.

The first time a player receives a career ending injury due to a fight or in an act of violence in a game in which referees let the game get out of control, the NHL could be sued for millions. Referees would undoubtedly be deposed and likely confirm that the NHL had instructed them to turn a blind eye to the rules concerning fighting.

Every other professional team sport does not tolerate the amount of fighting that is routine in every NHL game. The fighting is why the NHL never got lucrative TV contracts which is definitely a contributing factor to hockey's decline.

The fighting will go or hockey will go. TV and advertisers want nothing to do with it and hockey cannot exist without them.

[DanoX]

03:34 AM on 04/24/2012

Wow. You know absolutely ZERO, NIL, NADA about professional hockey.

[ZappaRules]

09:31 AM on 04/24/2012

Really? Explain why you say that.
I happen to agree with a lot of the post.
We already have seen the law get involved with certain on-ice action. (Like Chara's hit on Pacioretty)
What type of legal action might we see if a player is put out of action permanently - due to a hit like Torres?
I have watched and played hockey for over 30 years now.

Tell me... What hockey skill is in display when players pummel each others faces with their bare fists?
When are young hockey players instructed on the finer points of 'Dropping the gloves' - or leaving your feet when throwing a check?
If those elements are so important to the game - why aren't the taught at the youngest levels of the sport?
What other sport does NOT teach such 'skills' all through its lower levels of play - during core development years - and then all of a sudden allows (in some cases even promotes) such?

[Greenchilistew]

10:54 AM on 04/24/2012

And your evidence of this is what? Your ignorance is hanging out dude.

I grew up playing hockey and actually had a couple of former teammates that made it to the NHL. I might well have far more experience with and knowledge of the NHL than do you. There is no way for you to state definitively what I do or do not know. That you would do so so definitively pegs you a b.u.f.f.o.o.n.

But, if you do possess some demonstrable, verifiable evidence that buttresses your statement, by all means, share it with us all.

[mightymouse]

11:02 PM on 04/23/2012

25 games is not enough for that one ... left his feet, and the target did not have the puck. Hockey is a great game - the league needs to keep it together.

Fighting is a different issue from hits like that. Fighting is like a sideshow, often between 2 goons. It's stupid but it's not the same. Hits like that on skilled players need to be eliminated.

[ZappaRules]

09:36 AM on 04/24/2012

Why is fighting different?
Does Torres hit - or a fight - display any real hockey skill? Does a hit like Torres or fights share any hockey-skill element that relates to skillful play-making / goal scoring / defense?

To those that think fighting deters hits like Torres'... Explain to me how that works.
Do you think Torress was thinking... 'Gee, If I hit Hossa like this I might have to fight someone' ?

[The Commish]

02:40 PM on 04/24/2012

"Do you think Torress was thinking... 'Gee, If I hit Hossa like this I might have to fight someone' ?"

No, and that's the problem. 20 years ago that's exactly what a punk like Torres would've thought. He also would've had to think about what would happen to one of his teamates if he were to be ejected. Due to the instagator rule, he has nothing to fear.

[Canuckphd]

10:46 PM on 04/23/2012

If you don't like it, switch channels and watch another sport; like baseball, or knitting. The latter are both about as exciting.

[Greenchilistew]

12:26 AM on 04/24/2012

Ph.D. huh? Your rhetorical advocacy of gratuitous violence doesn't make you look too smart.

[mjeffn]

03:30 AM on 04/24/2012

Hoser. :P

[Ted Walters]

07:35 AM on 04/24/2012

Your pretentiousness makes you look like you are, perhaps, overcompensating.

[RationalDem]

07:23 AM on 04/24/2012

Hockey is plenty exciting to watch without cheap shots that cause serious injury.

[bascombe]

10:34 PM on 04/23/2012

this is garbage. I used to watch the sport. I can't anymore. the beauty and grace are gone. Goonery is the rule of the day. All you tuffguys, go put on pads and get early alzheimers syndrome. better yet, start your own rollerball league.

[dwhuston]

02:19 PM on 04/24/2012

People who enjoy watching gratuitous violence are usually afraid to participate.

[The Commish]

02:46 PM on 04/24/2012

Posts like yours very much intrigue me. I agree with your premise, but for different reasons. What exactly do you consider "goonery"? I've never liked the term "goon" for enforcers, but the fact of the matter is that fighting is down compared to years past while a lack of respect and dangerous hits are up. I also believe that it is going to get worse as more and more enforcers are pushed out of the game while more cowards like Torres are allowed to act this way without retribution.

[bascombe]

03:34 PM on 04/24/2012

then maybe we should go from 25games to 1 year without pay and possibly lifetime bans. Intrigued? me too. please explain your 'different reasons.

[Print Man]

10:18 PM on 04/23/2012

This is hockey.. If you have a problem with it. Stick to golf or tennis..

[rowdiman]

09:38 PM on 04/23/2012

It is Hockey. Statistically, for the amount of players/games played, the serious injury rate is extremely low in comparison to other sports. The offenders are fined and suspended accordingly. Let "Em Play!

[JohnCochtosten]

09:20 PM on 04/23/2012

People keep talking about how fighting is too fundamental to hockey to remove, but they don't allow fighting in Olympic or European professional hockey. That seems to work fine. In fact, fighting is really only unique to North American hockey.

[bascombe]

10:35 PM on 04/23/2012

exactly!

[Greenchilistew]

12:29 AM on 04/24/2012

The quality of the international game is far higher.