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Eventually, the NHL got back onto ESPN and was coming along nicely -- until Bettman staged his unnecessary season-long lockout, took the game out of the public's view for a year, and in the process, lost the ESPN contract.
What a bunch of baloney. Al Strachan was very pro-player during the lockout. He believes that the lockout was unnecessary? If things had kept on going the way they were, the NHL would be in an untenable financial situation; it was a mess and a lot of owners weren't willing to keep taking the big losses they were incurring.
And once ESPN got the NBA contract, they couldn't wait to cut back their coverage of the NHL. The season after ESPN signed with the NBA, they scaled back the number of NHL games they were covering, and really limited which teams were being covered (even moreso than before) and also cut the NHL2Night broadcast. This was all before the lockout. ESPN also did not exercise their option on the NHL; it was ESPN's decision to cover poker, billiards, paint ball and cheerleading instead of the NHL.
And attendance was up for most of the teams, not just for Canadian teams. It might have suffered in St. Louis, but that was because of the problems with ownership and because the team was in disarray. But it was up in Carolina, Tampa Bay, Nashville, Anaheim to name a few "non-traditional" hockey markets.