Who’re the very best and hardest entrance places of work to take care of within the NHL? Which house owners are recognized for giving gamers what they want? What does the league have to do to enhance?
Asking gamers these questions can yield some pretty good results, 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? Discuss 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 aspect of hockey.
Over the previous a number of months, The Athletic polled 19 brokers, who mix to symbolize lots of of NHL participant contracts, on 10 key questions dealing with the league and its future. Brokers had 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 and marketing, brokers mentioned.
The majority of responses centered across the league’s perceived failings in relation to promoting the sport and its star gamers, bringing in new audiences and rising hockey-related income (HRR). To be truthful, 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 essentially the most thrilling reside expertise of any of the foremost 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 centered extra on preventing 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 mentioned. “Simply utilizing the crest and the trophy will not be sufficient anymore.”
One agent, nevertheless, 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 exhausting to promote them,” the agent mentioned. “Different sports activities leagues do 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 mentioned. “We haven’t fairly unlocked what the secret is to bringing the reside expertise to TV in a greater method. In case you watch previous video games from the ’60s or ’70s, they’re type of shot kind of the identical method as now.”
How the league units up the schedule and its key occasions drew criticism as effectively. Listed here are another areas through which brokers really feel the league might 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 acquired to be incentives to having nice common seasons. Identical matchups yearly within the playoffs.”
On increasing the playoff subject: “The league continues to develop and it appears like we’re going to proceed to develop past the 32, so I’m actually shocked the house owners haven’t pushed this for their very own egocentric causes. For sure markets, it will 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 house owners as an alternative of actually understanding the wear and tear and tear it has on the product.”
On scheduling: “I’d wish to see staggered begin instances, and I don’t understand how we go three or 4 nights with actually no video games or one or two after which impulsively all people performs.”
On participant security: “My factor right here these days 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 positively vital fines, they slip by. There’s no punishment. And others which can 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 believe the draft is an incredible factor.”
The solutions on this class supply 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 lots, too.
“It’s a must to take a look at Tampa with the best way the proprietor’s excellent at being hands-off,” one agent mentioned. “(Proprietor Jeff Vinik) sat again, employed the very best 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 comparable causes, the opposite Florida workforce ranks excessive on brokers’ lists.
“(The Panthers) are in sync and related between possession and administration,” an agent mentioned. “They turned issues round briefly order with (GM) Billy Zito stepping into there. They’re truthful. 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 repute for successful — in any respect prices.
“They’ve been constantly aggressive,” an agent mentioned. “They don’t hesitate to do no matter it takes, though it might be cold-blooded at instances to enhance the franchise. However in case you’re ranking them on their potential to execute on a sport plan, I believe 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 growth 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 could be the Jets. One agent praised the workforce for on-ice success within the face of attendance and business concerns.
“They’re able to draft, develop very effectively,” 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, obtained credit score on the enterprise aspect despite on-ice struggles (no less than within the playoffs).
“I believe they’ve outdone the Rangers. They’ve outdone Boston. They’ve outdone Montreal,” an agent mentioned. “So I’ve acquired 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 workforce, so 25 of the NHL’s 32 groups obtained no less than one vote.
On this class, phrases like “cheap,” “accessible” and “sincere” carry loads of weight.
That’s the case in relation to Tampa GM Julien Brisebois.
“Julien’s fairly easy,” one agent mentioned. “Very accessible, simple to take care of. 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 take care of and simple to have a dialog with,” an agent mentioned. “Very sincere.”
“Billy G’s at all times truthful,” 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.”
Folks love Jim Nill in Dallas.
“Classiest, most sincere man within the league,” mentioned one agent.
Some brokers famous a need to take care of 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 had been like two brothers preventing after I talked to them. They’re humorous. To truly rebuild is tough. 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 take care of” 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 concerning the regime in Anaheim: “I just like the old-school, straight-shooting guys.”
As most brokers quipped at first, “This is able to have been simple a yr in the past — Arizona. Poor Billy (Armstrong) had his fingers tied, however the remainder was unstable as hell. Not anymore in Utah.”
Pressured to decide on a brand new reply, most brokers picked Buffalo because of greater than a decade of struggles.
The Sabres haven’t made the playoffs since 2011. They haven’t received a playoff sequence since 2007. They’ve been rebuilding for what looks like ceaselessly. And so they’re at present holding down final place within the Japanese Convention.
“Buffalo has simply a long time of mediocrity and is only a mess,” one agent mentioned.
A number of brokers introduced up Anaheim: “The Geese usually are not run effectively sufficient and are so troublesome to take care of.”
The Blackhawks garnered votes right here for a perceived mismanagement of their rebuild to this point — particularly after including Connor Bedard.
“Whenever you acquired all of it, you’ve acquired to run it such as you do. I don’t assume they’ve a plan,” one agent mentioned. “It must be getting carried out 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 puzzled concerning the Yzerplan in Detroit.
“They’re actually unstable,” one mentioned. “There’s no plan, though they could say there’s one.”
One agent questioned the technique in Nashville.
“They spent $108 million on free brokers this summer season — older free brokers, however but they only have 5 first-round picks simply sitting there and never growing. So what’s the plan? What’s the route?”
One agent described the Geese entrance workplace as one thing of a throwback.
“Once I began, all people was indignant 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 admire 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 at all times 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 take care of,” one agent mentioned. “Quite a lot of old-school individuals, and (Lou Lamoriello) has no potential to let another person have accountability. It’s all by way of him, and each dialog is draining.”
“I respect the Islanders, however Lou undoubtedly 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 type.
“It is dysfunctional how the proprietor micromanages every little thing,” an agent mentioned.
However for essentially the most half, solutions on this class got here right 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 believe he’s carried out a beautiful job,” an agent mentioned. “He walked in there and turned the franchise round. First-class all the best way. I imply, simply take a look at what the world across the rink was like in comparison with now. He’s acquired to be probably the greatest house owners in sports activities.”
One other agent put it merely and enthusiastically: “My gamers say he’s the very best proprietor ever.”
Added one other, “That man will get it. He acquired it from Day One. He is carried out all the best issues and employed the best 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 house owners 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 quite 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 price spared with the Leafs,” added one other. “In case you want an MRI, they’ll get you 35 of them.”
How concerning 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 no less than one strong assessment in his debut NHL season.
“He’s new, however a $3 sizzling 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 would increase 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 determination or points with spending (a extra frequent sentiment the last time we did this exercise in 2022). It’s extra about Dundon’s communication and management type, with a number of describing him as overly concerned.
“I don’t understand how 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 loads of robust opinions, too, and he is not 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 the proprietor’s involvement is affecting the tradition was raised a number of instances.
“They’ve acquired some sensible individuals there, however you simply really feel their tradition by not even working there, simply being round it. And it’s not an incredible 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 centered on a perceived lack of involvement — and an absence of on-ice success.
“Buffalo has swung and missed lots,” one agent famous.
“He has not carried out something,” one other mentioned of Pegula. “He’s in left subject.”
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 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 workforce’s wage cap. With the cap anticipated to leap above $100 million for the primary time as McDavid’s deal expires, might 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 the very best participant within the league. With that carries the duty to be paid the best quantity potential, finish of story.”
“He’s value each penny at 20 %,” one other added.
“That man higher get 20 % of the higher restrict,” mentioned one other. “He is by far the very best participant within the sport and might be for awhile and may 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 need to receives a commission and the need to win.
“He’s acquired to resolve if he desires to win or not,” one agent mentioned. “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 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 and so they wanted extra to have the ability to construct the workforce.”
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 an important factor, however clearly Leon’s contract’s on the market, so I’d say one million {dollars} greater than Leon.”
One other agent agreed on that ballpark.
“I’d say 15 % of the cap, as a result of it is advisable to depart 5 % cushion for the workforce 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 concern 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 believe we’re in place by way of our collective bargaining relationship, by way of 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 subsequent spherical of negotiations will function much less animosity than we’ve seen previously.
What are the large points more likely 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 considerations on brokers’ minds. Most of them focus on cash — and precisely how it’s divided between house owners and gamers. A number of brokers famous, for instance, that gamers ought to get a bit of enlargement charges.
“If it’s going to be an actual 50-50 partnership, it must be in respect to every little thing, and I’m not simply speaking enlargement charges,” one agent mentioned. “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 must be 50-50 as effectively.”
Escrow got here up with almost half the brokers.
“It’s at all times escrow,” an agent mentioned. “Escrow might be high-quality 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 frightened concerning the potential hit to HRR.
“The issue we’re having with the Canadian greenback that’s going to be an enormous concern 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 need to spend over the cap,” one mentioned.
One other added there must be give attention to retaining the cap flooring 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 concern that must be addressed?
This was one other query that drew a wide selection of responses.
The concept tax regimes in sure markets make groups kind of fascinating to gamers was raised greater than as soon as. Is there a greater method?
“The cap must be set off groups with no state tax,” one agent mentioned, echoing a number of others. “That means Wild or Rangers or whoever might spend their % distinction to that of Vegas. Even (the) enjoying subject.”
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 common 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 quite than, say, Tampa go to Vancouver. That journey is so taxing and so they don’t draw effectively.”
On new CHL-college guidelines: “I believe there might be loads of dialogue concerning the four-year school free company factor. Groups hate that. Brokers like it the place the blokes can principally stroll after 4 years. I believe there’s going to must be loads 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 dwelling bills. In case you’re a rookie in New York and advised to get an condominium, you’d quite 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 workforce 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 fully shocking that an amazing majority of brokers are in favor of enlargement.
In any case, as one agent put it, “Extra jobs. Brokers would at all times be for that.”
“I need 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 be aware, nevertheless, that the league must be cautious to not dilute the expertise pool.
“I don’t assume there’s sufficient good gamers to broaden,” one mentioned.
Most disagreed, arguing extra alternative will lead to 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 ingredient, 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 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 truly, so discover the best group and placement, it might work.”
On Atlanta negatives: “F— Atlanta. We’ve tried that one million instances. There’s no method.”
On Atlanta negatives: “I am going to consider this Atlanta stuff after we see it. We have been there twice. They appear to assume it’s going to work a 3rd time. We’ll see.”
On Kansas Metropolis: An agent pointed to the NFL’s Chiefs for example. “Possibly they’ll get that market.”
On Toronto: “I believe it’s essentially the most insane factor on the 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 could be one thing there.
“I’d most likely be in favor of some play-in video games,” one agent mentioned. “I believe it’s labored effectively in baseball and it’s been good for TV and could be good total for HRR.”
One other added, “It’s so exhausting to make the playoffs, so if we are able to take the groups that had 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 scale back the variety of video games,” one among eight brokers who responded “no” mentioned.
A predominant goal for decreasing the workload: the preseason exhibition schedule.
“The exhibition scenario 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 may 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 reduce right 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 essentially 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 might be taught,” one agent mentioned. “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 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 loads of work and doesn’t get loads of credit score,” an agent mentioned of Pridham. “He’s quiet, however I believe he’s carried out 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, effectively 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 robust presence. Good and has the best edge,” an agent mentioned. “Not solely does she have a robust authorized schooling, 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)
