Supporting the Minors: Canada & the AHL

There’s something romantic about the American Hockey League.

Seriously, there is something pure and noble about the AHL that the NHL could never duplicate.

There’s nothing glamorous about the 73-year-old league. The players don’t enjoy the same luxuries as their NHL counterparts. There are no chartered flights, 20, 000 seat arenas, hotel suites or five-star meals.

Most of the time, AHL players are forced to endure 15-20 hour bus rides, small arenas with a smaller crowd, and decent meals and accommodations.

However, AHL players are willing to put up with all these hardships, because they know their big break could come at any time – the call-up to the parent club. The chance to make a name for themselves in the NHL.  And even if the NHL career lasts one season, one game or one shift, all the hardships faced in the AHL are worth it.

The AHL is the definition of dedication, desire, and love for the sport.

The Canadian Broadcasting Corporation recently recognized this designation when it nationally televised an AHL match between the Toronto Marlies and Abbotsford Heat. The game was covered by members of the Hockey Night in Canada crew and featured an exciting finish with a hot crowd. It was a perfect storm.

Now it is time for the Canadian sports media to embrace the AHL and provide strong (if not equal) coverage of the league and its four Canadian clubs: the Marlies, Heat, Hamilton Bulldogs and Manitoba Moose.

There have been glimpses into the past when the Canadian media focussed on the AHL.

There was TSN’s Rinkside, a weekly program devoted to the AHL. There were also TV stations like Southern Ontario’s CHCH that once aired games involving the St. John’s Maple Leafs, the Marlies’ predecessor.

The current media does offer snippets of AHL coverage.

In Toronto, for example, there are blurbs in the papers and on newscasts about the Marlies. The sports station, The Fan 590, airs a handful of games on the radio, as well as several matches online. Games are also televised on Rogers Community Television and digital cable channel, Leafs TV.

But there needs to be more coverage.

Unlike previous years, it is now possible to shine a spotlight on the AHL in an area that is dominated by the NHL. There is space; TSN has TSN2, while Rogers Sportsnet is working on adding a second feed.

The emergence of Web 2.0 opens more possibilities. There can be exclusive AHL podcasts and free live streaming of games, similar to Hockey Night in Canada airing their games online. The AHL already broadcasts some games on its own Web site

Traditional media could still be used for the AHL. If Saturday nights and the NHL have become synonymous with the CBC, then perhaps the crown corporation should seriously consider dedicating Sunday afternoons to the AHL. The Score, which rarely airs live hockey matches, should also look into adding the AHL to their lineup.

If the Canadian sports media needs another reason, then they should look to the recent success of the four Canadian teams.

Two clubs (Hamilton and Manitoba) have played in the Calder Cup final two of the last three seasons. This year, the Bulldogs have already clinched a playoff spot and the North Division title. The Heat and Moose are also set to join the playoff picture.

Fan and audience support is a key issue.

However, if the Canadian sports media gives the same amount of respect to the AHL as it does with the NHL, then support will grow. Canadians love hard-working athletes who play for the “love of the game.”

The AHL has all that.

Besides, if Canadians are truly passionate about hockey, they will support professional hockey, regardless of the league.