I love hockey, but I don't behave like I love hockey. This is a line stolen from the recent article in Brandweek about the new NHL marketing campaign on the national level. Didn't we just see a new campaign break from the NHL to welcome back fans after the strike? Hmmm. I feel like Bill Murray in Groundhog day.
The game of hockey has done some nice things to make the sport more interesting and capture back some fans, including opening up the game for faster players, 2-line pass abolishment and more. They continue to look at other items like making the nets bigger etc. The NHL is in a tough spot. They are getting down there with MLS (Soccer) in terms of where it is on the radar of the American sport consciousness. I do think Hockey is an ol' boy network at the executive-team levels and is resistant to change. But, if they don't make the game more exciting and more of a show, forget it.
The most important element that was only briefly mentioned in the article was that building an NHL brand starts at the City level. Most (not all) die-hard fans have a relationship with one and sometimes two teams in which they are loyal enough to buy a hat or shirt. For me, growing up in Boston and now living in Chicago, I am a fan of two original six teams. But, there couldn't be two better case studies of how not to treat your customers. Every year, each team fields mediocre product while continuing to raise ticket and concession prices (the arena's are to blame as well). It is almost impossible for a middle-class family to enjoy one game, never mind being a season ticket holder.
Since moving to Chicago 5-years ago, I am astonished that the team refuses to broadcast home games. Now, here is my thinking on this issue: Sure, I understand you want to sell tickets and people sitting on their ass at home eating popcorn and having a beer does nothing for your revenue. BUT, creating a fan base for the future in the kids of the City is what you should be thinking about. Based on what I just wrote about most families not being able to afford one game at the arena, how else can you build a fan base? Espn.com and the evening news highlights won't cut it. The answer is to allow as many people as possible to experience your brand in their own way. Then, if they like it they will come. How about having a couple nights through the year where fans are free? A little product sampling.
Many people do love Hockey, but until the super-rich owners start practicing a few basic marketing principles at the local-level, forget about it - MLB, NFL and the NBA will continue to garner attention. 
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