USA’s Gold Medal Win: A Mixed Reception
Team USA’s recent gold medal victory at the Milan Olympics didn’t really stand out as unusual. It marked the first appearance of NHL players in the Winter Games in over ten years, showing how much progress American hockey has made, especially compared to Canada. However, the strategy employed was mainly centered around teamwork and counter-offense, which helped them beat a highly skilled Canadian squad. After the match, the team celebrated in their locker room with the FBI director, even chuckling at some sexist quips from President Trump. Unfortunately, that seems rather typical. This dynamic often exists in a sport where players have to juggle competitive fervor with appealing to the fan base the NHL is trying to cultivate.
This whole situation caused Team USA to alienate many within the current NHL fan demographic, undermining much of the league’s outreach efforts. They missed an opportunity to engage with a segment of the sports market that hockey is eager to attract, while simultaneously risking its own growing popularity.
It’s important to clarify that the issue isn’t merely about receiving a congratulatory call from the President. That’s been a longstanding tradition in Olympic history. What really felt off was the peculiar nature of their call with Trump and the sudden appearance of FBI Director Kash Patel—what was he doing there? Officially, it was stated he was in Milan for work-related reasons, but it’s still rather puzzling what his specific role was at a sporting event on a Sunday during the Olympics.
The conversation with the President included the usual pleasantries but took a different turn when Trump invited the U.S. men’s team to his upcoming State of the Union address and even proposed sending a military plane for them. The players, quite receptive, laughed at a sexist joke where Trump half-jokingly commented they “must invite the women’s team” or risk impeachment. The U.S. women’s team had just triumphed over Canada to claim the gold but faced demotion bizarrely. Later, someone from Team USA was heard asking the President to “close the northern border,” echoing the isolationist sentiments prevalent during Trump’s term.
Interestingly, during their celebration, Team USA was enjoying beers from brands like Corona and Michelob Ultra, both owned by the Belgian company InBev. It’s a curious choice when one considers the thousands of American breweries available. I mean, it seems a little ironic to toast with European beers while shouting patriotic slogans.
In light of recent trends, the NHL has begun to recognize its reality and the challenges it faces. Let’s face it; hockey probably won’t ever rival football or basketball in the United States, for various socio-economic reasons. At its essence, hockey is a winter sport that originated in Canada, gradually seeing acceptance in the U.S. This shift has benefited non-traditional markets immensely, yet the focus remains on attracting new audiences rather than directly competing with more popular sports.
Interestingly, the most significant boost in hockey’s visibility over the last two decades occurred just before the Winter Olympics, when an HBO series gained popularity. It explored a fictional romance between two rival NHL players—a curious pairing, considering the distinct differences in fanbases.
That said, Team USA should not be viewed as a single entity. Although there was a vibe of support for Trump in the locker room, many players identify as apolitical or actively promote inclusivity within the sport. For instance, Zach Werenski of the Columbus Blue Jackets highlighted that inclusivity is crucial for the sport after their winning match against Latvia.
“Everybody’s saying how great it is, but I just haven’t seen it yet. This is definitely a good thing for the sport of hockey. If we can bring more eyes to the game and get people talking about the game and talking about inclusivity, I think that’s really great for the sport.”
Olympic standout Jack Hughes not only scored the game-winning goal but also captured a memorable image showcasing his toothless smile and injured face. He has also spoken about the significance of NHL Pride Night and how he won’t join the boycott prevalent in some NHL locker rooms.
“The team that I play for, the Devils, really supports that and we’re a really welcoming organization… In New Jersey, it was a really welcoming night for everyone on our team, and they didn’t even think about not doing it for us because they know it’s really important.”
The gold medal-winning team featured two notable sets of brothers: Matthew and Brady Tkachuk, and Jack and Quinn Hughes. While the Tkachuks, born to a notable NHL player in Arizona, dominate media attention, the Hughes brothers offer a different story being raised in Florida away from athletics. It’s notable how the Tkachucks embody a certain image and form connections with figures like Kash Patel, aligning with their overall aesthetic.
This pro-Trump display by Team USA doesn’t resonate with the main audience that typically watches hockey. Currently, 86% of digital viewers are Gen Z, and women make up over half of new fans—the highest percentage in North American men’s professional sports. Many of these demographics are distancing themselves from Trump-associated sentiments, making it unlikely that die-hard supporters would shift their allegiance towards hockey based on these interactions.
In a shifting landscape, hockey’s contradictions stand out. A new wave of diverse fans is enthusiastically engaging with a sport often seen as insular and tribal. Team USA’s celebration starkly contrasts with the NHL’s efforts to promote inclusivity and diversity.
Your take on the matter might vary, but one thing is clear: winning gold medals is becoming intertwined with Trump’s legacy. The NHL, without a doubt, is not pleased with this association.
