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Fan Commentary, by MrMiller
April 2, 2009

I was at the Blackhawks game the other day - it doesn't matter which one - and I must say that I had a pretty good time. As a result, I owe a hearty thanks to the Chicago Board Options Exchange because, as I've been led to believe, without them there would be no Blackhawk hockey in Chicago. But then a later I got to thinking: if it weren't for United Airlines, the 'Hawks would have no place to play and would more than likely be playing outside at some local park. So to both of them, Thank You.

Advertising in sports, sports arenas, on equipment and even commercial breaks has gone far past the point of rationality. That's right. Commercial breaks are actually sponsored by someone. Seriously. Do the Chicagoland & Northwest Indiana Chevy Dealers really need to tell us that the action will continue in 60 seconds after these words from Binny's Beverage Depot?

The insanity almost causes the need to drink. Which, fortunately, Coke and Anheuser-Busch have graciously offered their products and a set sum for the near exclusive rights in serving the thirsty public at a Blackhawks game. But what if you're not in the mood for a cold brew? Relax. Budwieser sponors the designated driver of the game.

Yet after weeding through all the spoken sponsorships and mini-billboards along the boards, more times than not an actual hockey game gets played. Did you know that even though NHL rules defines various penalties and the resulting Power Play, it could not happen without the backing of Com Ed. That's right. The Blackhawks Power Play could not be witnessed by the 21,000 in attendance without the financial support of a local power company. When you think about it, the Blackhawks must have lost millions of dollars over the years because the power play was simply part of the game of hockey and not a revenue-maker. Although if you've seen the Power Play lately, I think you'll agree that Com Ed backed the wrong horse with those dollars. And if you don't believe me, just look at the Ford instant replay during the Corona Time Out.

Sadly, going to a hockey game is no longer all about a hockey game. There's the Ferra Pan candy race, the Dunkin Donuts keep away promotion (whatever the hell that is), the Illinois Lottery Million Dollar Minute and the ever so popular McDonald's BIG MAC Minute. Oh. And let's not forget the Bud Light fan cam.

How I ever became a fan of Johnathan Toews, Jeremy Roenick and Doug Wilson before them is beyond me.

Fortunately, though, I did become a fan and a die-hard one at that. I proudly wear my green hat provided to me by Comcast Sports Net and display my well-used University of Chicago Hospitals Blackhawk umbrella. Hanging at my desk at work is a collage of player action shots (thanks to the Sun Times) and more recently a one-of-a-kind Glen Hall commemorative pin with the shiney Arlington Race Track logo in the corner. Because let's face facts. When you think of all time great hockey goalies, you naturally think of midgets riding horses.

But it's not all bad. Not by a long shot. For without the kind generosity of Meijer, we wouldn't have the embarrassment that is Tommy Hawk. Afterall, it's not the anthem, the goal horn nor the raising of the sticks after a Blackhawks win that keeps us coming back. It's a guy dressed in a giant woodpecker suit sponsored by a grocery store.

So when will hockey - or any sport for that matter - return to just being a game? Probably never. Although just once it would be nice if all the money brought in by Verizon, State Farm, at&t, Culvers, WGN, HoMedics and many others actually helped in keeping John McDonough from raising ticket prices 30% to 75%.

So again. Thank you CBOE. Thank you for bringing me a team who's main purpose is to bait the American consumer with advertising rather than ice a winning hockey team. Despite what you might say, the two don't always go hand-in-hand.



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