There's many ways to fix the NHL, get a contract with ESPN or any respectable network, get rid of Bettman, retract, etc. But none of those are truly realistic at the moment. This is the realistic way to help improve the NHL. 1. Direct more funds to marketing: They're off to a magnificent start. Those ad campaigns that promote 'NHL players are just like you and me, except they're really good at hockey' are engenious, but shallow. If the right people get in there I think they can help broaden the target ages for the NHL. Start targeting teens with a super-sexy spokeswoman. Identify the demographics of your veiwership, reduce exposure to that market and pump it up in other 'gold-mines'. NBA has no problem with exposure because of the whole 'Gangsta' idealogy they promote. ESPN or some other sports analyst had this to say on that. Get AO to go AI. Sad but true. The NHL needs to have someone like Avery to go out to the media and flap his jaw. Create controversy. The biggest market is America, land of soap operas and scandals. NHL could publicize themselves with something like that. Another way is to expose the memorabilia to people. I've seen rappers wear LA Kings jerseys and a few wear Rangers jerseys and of course lil' John wears his Thrashers jerseys. Pay a rapper x amount of money a year to wear that jersey on a tour. Its the little stuff like that that can build up and go a long way. The problem is that today in Chicago, I have to go to the gift shop in the United Center to get anything Hawks. Go into sports authority and you got a choise of Khabibulin and Daze jerseys. Start getting the product to the people before the people come to you. 2. Understand Bettman's flaws and work around them: Believe it or not the worst thing we could do now is fire him. That would cause pandimonium to fill his spot. Bettman is strong so the best thing we could do is work around his problems. We could leave it at that. 3. Pinpoint weak links in the 'chain' and work with them: Failing markets bring down the entire NHL. Send in a consultant to help identify problems. If it means lowering ticket prices or dumping prospects to get a big name player, do what ever it needs so that team can stay on the surface. That's really all I got right now. Those are realistic, unlike the 'Fire Bettman' and 'Expand!! Retract!!' hypes.