Calgary Flames ’ Elias Lindholm (28) is stopped by Edmonton Oilers’ goalie Cam Talbot (33) as Johnny Gaudreau (13) looks for the loose puck during third period NHL preseason action in Edmonton on Saturday September 29, 2018. (THE CANADIAN PRESS/Jason Franson)

Calgary Flames ’ Elias Lindholm (28) is stopped by Edmonton Oilers’ goalie Cam Talbot (33) as Johnny Gaudreau (13) looks for the loose puck during third period NHL preseason action in Edmonton on Saturday September 29, 2018. (THE CANADIAN PRESS/Jason Franson)

Canadian sports fans win as longtime broadcast rivals force raised game

Five of the seven Canadian NHL teams could reach the playoffs this spring

The way the NHL regular season is shaping up, it’s a good bet that five of the seven Canadian teams could reach the playoffs this spring.

That’s the kind of playoff CanCon that Rogers was hoping for when it signed a massive US$5.2-billion, 12-year deal to land the league’s broadcasting rights in 2013, a move that gave Sportsnet an immediate edge in its long-running rivalry with TSN.

After some early challenges, Rogers is set to get more bang for its buck as more teams from north of the border move into contention.

“Rogers gambled that Canadian teams would be coming back,” said sports marketing expert Richard Powers, an associate professor at the University of Toronto’s Rotman School of Management. “When they signed that deal, Canadian teams were really in a lull.

“They have come back.”

READ MORE: Vancouver Canucks looking to build rivalry with new Seattle hockey team

The partnership between the media giant and the league was announced in November 2013 and the deal kicked in for the 2014-15 season. Five Canadian teams made the playoffs that spring, but three crashed out in the first round and the others were eliminated in Round 2.

The worst-case scenario for Rogers arrived a year later as Canadian teams were shut out of the post-season. Five teams made the cut in 2017 but three were eliminated in the opening round, with the Ottawa Senators making it to the conference final.

Last spring, only Winnipeg and Toronto reached the post-season. The Maple Leafs made a first-round exit while the Jets were eliminated in the conference final.

“The length of that deal was extraordinary and the amount that they paid was extraordinary,” Powers said. “I think they’re actually leveraging it quite well. I don’t know what else they can do. Everybody knows it’s Rogers.”

Sportsnet, which is part of Rogers Media, bills itself as Canada’s No. 1 sports media brand. The network’s main rival since its inception in 1998 has been TSN, which calls itself Canada’s sports leader, and is a division of Bell Media.

The sports media landscape had a much different look two decades ago. Nowadays, each network boasts multiple feeds, online and mobile viewing options, and an impressive lineup of marquee international properties.

In addition to hockey, some of Sportsnet’s domestic offerings include the Toronto Blue Jays/the majority of MLB (the Blue Jays are owned by Rogers), the Grand Slam of Curling and the Canadian Hockey League. TSN’s lineup includes some regional NHL games along with the Canadian Football League, world junior hockey championship and the Season of Champions curling events.

“I think (the rivalry is) great for consumers and for viewers,” Powers said. “It keeps both teams, at each network, it keeps their eyes on the ball so to speak, no pun intended. They are looking for ways to beat the competition … so I think the ultimate winners are the fans and the viewers.”

Gregory Strong, The Canadian Press

Like us on Facebook and follow us on Twitter

Just Posted

Tom Millard served his community well for so many years with the Chemainus Fire Department. (Photo submitted)
Millard dedicated himself to community service

Long-time Chemainus Fire Department member and chief remembered for his commitment

Chemainus Indigenous Peoples Weekend organizer Connie Crocker. (Photo submitted)
Chemainus Indigenous Peoples Weekend online June 19-21

Event’s been in the planning stages since February without knowing COVID implications

Rick Ruppenthal of Saltair will host a 12-hour talk-a-thon Friday, June 18 over Facebook live. (Photo submitted)
Talk-a-thon to focus on men’s mental health issues

Saltair man spearheading a campaign to generate more conversation during fundraiser

Julie Nygaard’s By Moonlight Raven Flight is one of the photo-artist works in her show Through My Eyes – A Visual Journey, which will be featured at Rainforest Arts through August. (Photo submitted)
Photographer-painter Nygaard featured at Rainforest Arts

Real images enhanced through digital means to create compelling art

Filming of The Baker’s Son in Chemainus. (File photo by Don Bodger)
Bread-making brilliance and mediocrity the recipe for movie ingredients

Willow Street on the map as a prominent location in The Baker’s Son

Maxwell Johnson is seen in Bella Bella, B.C., in an undated photo. The Indigenous man from British Columbia has filed complaints with the B.C. Human Rights Tribunal and the Canadian Human Rights Commission after he and his granddaughter were handcuffed when they tried to open a bank account. THE CANADIAN PRESS/HO-Heiltsuk Nation, Damien Gillis, *MANDATORY CREDIT*
VIDEO: Chiefs join human rights case of Indigenous man handcuffed by police in B.C. bank

Maxwell Johnson said he wants change, not just words, from Vancouver police

For more than a year, Rene Doyharcabal and a small group of neighbours in Langley’s Brookswood neighbourhood have been going out every evening to show support for first responders by honking horns and banging pots and drums. Now, a neighbour has filed a noise complaint. (Langley Advance Times file)
Noise complaint filed against nightly show of support for health care workers in B.C. city

Langley Township contacted group to advise of complaint, but no immediate action is expected

A nurse prepares a shot of the COVID-19 vaccine at the Yukon Convention Centre in Whitehorse on Wednesday, March 3, 2021. THE CANADIAN PRESS/Mike Thomas
Vancouver couple pleads guilty to breaking Yukon COVID rules, travelling for vaccine

Chief Judge Michael Cozens agreed with a joint sentencing submission,

An inmate in solitary confinement given lunch on Tuesday, May 10, 2016. THE CANADIAN/Lars Hagberg
22-hour cap on solitary confinement for youth in custody still too long: B.C. lawyer

Jennifer Metcalfe was horrified to hear a youth had spent a total of 78 straight days in isolation

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Flowers and candles were laid on the driveway of the Weber home, where Kerri Weber was found dead in November 2020. (Black Press Media file photo)
Greater Victoria man to stand trial for death of his wife last November

Ken Weber is charged with second-degree murder of his wife, Kerri Weber

The discovery of a missing woman’s body in Nanaimo earlier this month is now being treated as homicide, say Nanaimo RCMP. (File photo)
Discovery of woman’s body in downtown Nanaimo now being investigated as a homicide

Amy Watts was found dead near Albert Street and Victoria Crescent on June 3

People line up to get their COVID-19 vaccine at a vaccination centre, Thursday, June 10, 2021 in Montreal. THE CANADIAN PRESS/Ryan Remiorz
Vaccines, low COVID case counts increase Father’s Day hope, but risk is still there

Expert says people will have to do their own risk calculus before popping in on Papa

B.C. Premier John Horgan listens as Finance Minister Selina Robinson presents the province’s latest budget, April 20, 2021. The budget projects $19 billion in deficits over three years. (Hansard TV)
B.C. government budget balloons, beyond COVID-19 response

Provincial payroll up 104,000 positions, $10 billion since 2017

Most Read