Huge ratings for U.S.-Russia shows why NHL needs to be part of Olympics

I know there are many downsides to shutting down your sport for three weeks in the middle of the season.

However, the rating for Saturday’s U.S.-Russia game underscores why the NHL needs to participate in the Olympics.

From NBC:

NBCSN averaged 4.1 million viewers for Saturday’s thrilling USA-Russia Olympic men’s hockey game (7:30-10:30 a.m. ET/4:30-7:30 a.m. PT) – setting a record for the most-watched hockey game in the network’s history (previous: 4.0 million for Blackhawks-Bruins in 2013 Stanley Cup Finals Game 3), according to live plus same day fast national data released today by The Nielsen Company.  Viewership for the game peaked at 6.4 million from 10-10:30 a.m. ET during the tension-laden, eight-round shootout and is the most-watched half hour in NBCSN history.

Mind you, this was for a game that started in the early morning hours on a Saturday. Imagine the rating for a primetime start.

Yet, this is more than about ratings for the NHL. Hockey was the big story of the day on Saturday. Hockey in February. And it will be through this week with the U.S. going for a gold medal. Frankly, the Stanley Cup Final doesn’t receive this kind of attention.

If you are looking to extend your base and lure more casual fans to the sport, how can the NHL not be in the Olympics? There isn’t a better marketing opportunity than being part of the chase for gold. Then again, I’m guessing Gary Bettman already knows that.

That’s why NHL players are in Sochi. And even though it will be another major pain, it is why they will be in South Korea for the 2018 Olympics.