As we get closer to crowing another Stanley Cup Champion, take a look at some of the teams that have competed for the cup since 2006. Los Angeles, Tampa Bay, Anaheim, San Jose and Carolina. I would categorize those teams as non-traditional markets vs a traditional market such as Pittsburgh, Chicago or Toronto. So how does the NHL and markets such as Tampa Bay continue to be so successful on and off the ice and engage their fan base who would generally be watching baseball or sunning themselves on a sandy beach during the playoffs? Today’s fans are intelligent, mobile and closer to their favorite team and players, and this “closeness” or “engagement” is how the NHL has grown its fan base and continues to grow the game in non-traditional hockey markets.