NewYorkNewYork

Growing the Game

An Interview with Gary Bettman, Commissioner, National Hockey League Commissioner Gary Bettman addressing the audience of an NHL event

EDITORS’ NOTE Gary Bettman has served the Is growth coming out of international played in that regard, we can make it safer and National Hockey League as Commissioner since markets as well as the U.S.? create an environment in which there are fewer February 1993, and has guided the world’s top We have never been stronger in the U.S. – unnecessary injuries. This focuses principally on professional hockey league through two decades and roughly 30 percent of our players come how we have changed the rules in terms of hits of growth and advancement – on and off the ice. from outside of North America. So we are the most to the head. Bettman is a graduate of Cornell University and international of the four major North American We were the fi rst sports league, going back New York University School of Law. sports leagues. This gives us a global reach to to the ’90s, to create a working group to study places where the game is well-known and fol- concussions. We are the fi rst league to have ORGANIZATION BRIEF Headquartered in lowed, particularly when some of the best baseline testing; the fi rst to have a protocol for New York City, the National Hockey League players in those countries choose to come and diagnosis and return-to-play decisions; the fi rst (www.nhl.com; NHL) is a major professional ice play at the highest level of hockey in the world, to create a department of player safety; and we hockey league of 30 franchised member clubs, of namely the NHL. are the fi rst and only to document – on video – which seven are located in Canada and 23 in Add to that the fact that this is a sport where the reasons for our on-ice disciplinary decisions. the United States. players have a history and tradition of represent- We have enacted a number of rule changes to ing their countries in international competition. get those things out of the game that we don’t How strong is the NHL today and are you We’re embarking upon a season that will see think are necessary and can result in injury. We surprised at how well this past season went? Olympic participation. In terms of engagement, also continue to expend time, money, and re- We started the season later than we would programming, and events, hockey tends to domi- sources on something that, from a medical have liked, but we had a season that was nate the Winter Olympics. The eight teams most standpoint, is still evolving. nothing short of phenomenal. likely to medal will be largely populated by NHL How does the league focus its efforts Our buildings played to nearly 98 percent players, which is why we will stop the season for on community engagement? of capacity in the regular season and 102 per- several days so our players can participate on the Professional sports have a unique opportu- cent in the playoffs; we set television ratings international stage. nity and responsibility to set a good example. records, including for the Stanley Cup Final; we We’re also looking forward to reestablish- We have a long-time initiative called Hockey had some teams with triple-digit increases in ing the World Cup tournament on a regular basis Fights Cancer that raises awareness and funds their local ratings; and we had large double- and our players have historically participated in at the league and club levels. digit increases in fan engagement on NHL.com the World Championships, if their teams aren’t The clubs do a lot, whether it is Ice Hockey and for our digital products. in the playoffs. in Harlem or the Ed Snider Youth Hockey But all of this goes back to the fact that So we understand the global nature of our Foundation in Philadelphia, which gives eco- the game on the ice was competitive, exciting, game, of our player base, and of our fan base. nomically deprived inner-city youth an oppor- and entertaining, and those elements com- To make it easier for our international fans to tunity not to just learn the game but to gain life bined to give us one of our strongest seasons follow their favorite national players, we also skills. This type of activity supports our core ever. provide language-specific content in Czech, belief that “Hockey is for Everyone.” Were you surprised by the level of fan Finnish, French, German, Russian, Slovak, and NHL Green makes sure our clubs recycle engagement? Swedish on NHL.com. and that we’re seeking alternative forms of en- The emotional connection people have to How critical is the investment in digital ergy. Our clubs also participate in Rock and this game is unlike that of any other sport and technology to building reach? Wrap It Up!, where we take prepared-but-un- that is something we don’t take for granted. It It has been huge for us because digital sold food from concessionaires after a game tends to explain why our fan base is so avid platforms, including social media, are an ever- and provide hundreds of thousands of meals to and why the game holds the position it does. present and increasingly important method of people in shelters with that food. Has the fan base changed over the engagement and communication. What makes for an effective Commissioner? years and are you focused on broadening Where we have been historically challenged The Commissioner in any sport is required to it? in traditional media, it gave us an opportunity assume a leadership position, to set an agenda, The fan base is larger than it has ever been. to connect with our fans directly, giving them and try to make sure the game is as healthy as Attendance 20 years ago was probably 11 or more of the content they want when they want it can be. He also needs to ensure that the sport 12 million for the regular season and now it’s it and on the devices of their choosing. is doing the right things for society and com- over 20 million. How have you been working to con- munity as a whole. The integrity of the game is More people are watching the games on tribute to player safety? paramount. television than ever in our history; and more It’s essential for us to maintain a physical Do you ever take time to truly appreci- people are playing the game on all surfaces game. But over time, we have been able to ate the wins you have accomplished? than at any point in our history. analyze things that happen in the game that For me, it’s all about the success of the When you look at the engagement either might not be necessary for us to maintain the game. It has to grow – it’s not just about wins. through digital platforms or video games, we’re physicality. By eliminating some of those hits It’s about the game and the people connected skewing younger and younger. and changing the culture of how the game is to it.• 64 LEADERS POSTED WITH PERMISSION. COPYRIGHT © 2013 LEADERS MAGAZINE, INC. VOLUME 36, NUMBER 4