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

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Northern Health will start taking vaccination appointments for phase 2 rollout beginning March 8. (Black Press Media file photo)
Northern Health phase 2 vaccine rollout starts Monday

Coast Mountain College announced as mass vaccination clinic for Smithers

Amanda Parsons, a registered nurse on staff at the Northwood Care facility, prepares a dose of the Moderna vaccine in Halifax on Monday, Jan. 11, 2021. Almost two in three Canadians surveyed recently said they trust COVID-19 vaccines to be both safe and effective. THE CANADIAN PRESS/Andrew Vaughan
Northern Health to open 30 COVID vaccine clinics for oldest residents, Indigenous seniors

Health authority says it plans to vaccinate nearly 15,000 people in Phase Two

The Majagaleehl Gali Aks Elementary School in Hazelton is being shut down for a week by the Gitanmaax Band Council following a confirmation of a COVID-19 exposure there on Feb. 26. (Black Press Media File Photo)
Hazelton school COVID-19 closure extended one week

With spring break on horizon, Majagaleehl Gali Aks Elementary will be closed to end of March

BC CDC graphic showing weekly numbers of new cases by local health area.
Local health area records 11 new COVID-19 cases from Feb. 21 to 27

The Northwest has become the COVID hotspot in the province

The Smithers recycling depot was destroyed by fire May 9, 2019. (Thom Barker photo)
Curbside recycling pickup returns to Smithers

The Town will start collecting single stream, loose and clean residential recyclables April 12

Elvira D’Angelo, 92, waits to receive her COVID-19 vaccination shot at a clinic in Montreal, Sunday, March 7, 2021, as the COVID-19 pandemic continues in Canada and around the world. THE CANADIAN PRESS/Graham Hughes
‘It’s been a good week’: Tam hopeful on vaccines as pandemic anniversary nears

Tam says the addition of two new vaccines will help Canadians get immunized faster

Const. Allan Young. Photo: Abbotsford Police Department
Manslaughter charge laid in Nelson death of Abbotsford police officer

Allan Young died after an incident in downtown Nelson last summer

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

(The Canadian Press)
‘Worse than Sept. 11, SARS and financial crisis combined’: Tourism industry in crisis

Travel services saw the biggest drop in active businesses with 31 per cent fewer firms operating

Pictures and notes in from friends and classmates make up a memorial in support and memory of Aubrey Berry, 4, and her sister Chloe, 6, during a vigil held at Willows Beach in Oak Bay, B.C., on December 30, 2017. THE CANADIAN PRESS/Chad Hipolito
Mother of slain daughters supports recent changes to Canada’s Divorce Act

Sarah Cotton-Elliott said she believed her children took a back seat to arranging equal parenting

Victoria man Brett Andersen is asking for people’s help to secure him one of eight free tickets to the moon. (Screenshot/@brettandersen Instagram)
Victoria man wants your help securing a free ticket to the moon

Japanese billionaire offering eight people a trip to the moon

The Conservation Officers Service is warning aquarium users after invasive and potentially destructive mussels were found in moss balls from a pet store. (BC Conservation Officers Service/Facebook)
Aquarium users in B.C. warned after invasive mussels found at pet store

Conservation officers were told the mussels were found in a moss ball from a Terrace pet store.

Hockey hall-of-fame legend Wayne Gretzky, right, watches the casket of his father, Walter Gretzky, as it is carried from the church during a funeral service in Brantford, Ont., Saturday, March 6, 2021. HE CANADIAN PRESS/Nathan Denette
Walter Gretzky remembered as a man with a ‘heart of gold’ at funeral

The famous hockey father died Thursday at age 82 after battling Parkinson’s disease

Most Read