Hockey's own goal: ESPN takes a pass on $60 mil NHL rights pact; Cable net says original programs, basketball get similar ratings to sport.(News)(Column)

Advertising Age, June, 2005

Byline: RICH THOMASELLI

The National Hockey League has lost its most visible media partner, casting further doubt on the viability of the league to exist in the future.

Having already lost more than $400 million in advertising revenue when it became the first U.S. pro sports league to cancel an entire season due to a labor dispute, the NHL lost another $60 million last week when Walt Disney Co.'s ESPN declined to renew its one-year option to carry the league's games.

"Hockey has learned nothing from baseball,'' said Los Angeles-based Sports Business Group President David Carter, who blames both players and owners for the problems. "When they come back-if they come back-they need to market this sport as if it's a brand new thing.''

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