The analysis and results following the NHL's first-ever 4 Nations Face-Off, where Canada triumphed over the U.S. 3-2 in overtime Thursday night, have been flooding in – marking a tremendous success for the sport.
10.4 Audience on ESPN
Sportsnet in Canada stated that the final was viewed by 10.7 million people nationwide – representing a fourth of the country's population. On ESPN, the figures were even more impressive – 9.3 million viewers, peaking at 10.4 million. It was the biggest crowd for a non-NFL event on ESPN+.
Hearing from various renowned national sports commentators, many of whom seldom discuss hockey, offer their opinions on the tournament’s success and its future influence on other pro league all-star game planning (we’re looking at you, NBA, following its All-Star Weekend event, which saw the skills competition achieve the second-lowest TV ratings in 25 years), prompts one to contemplate how the NHL can translate the goodwill and excitement created over the last 10 days into something enduring.
Smith: There's Nothing Wrong With a Bit of Hostility
ESPN First Take analyst Stephen A. Smith states that "healthy animosity" was central to its achievement. He mentioned on Thursday evening that he was on a Jet Blue flight traveling West and that every TV was showing the game.
The reaction is identical in the realm of sports betting.
"It was the biggest hockey handle we’ve ever had on any single game … it surpassed game seven last year in the NHL playoffs,” said Johnny Avello, the Las Vegas Strip bookmaker, and DraftKings’ Director of Race & Sportsbook Operations.
This raises a fascinating question – how did the enthusiasm surrounding a sports event, featuring President Donald Trump contacting Team USA prior to the match, the heated exchanges between nations regarding trade tariffs and Trump urging Canada to become the 51st U.S. state, the jeering of national anthems, along with the substantial television ratings, result in an impressive betting handle?
Avello: Politics Added Fuel to the Fire
“It was a great game for hockey overall, and probably brought some new viewers into the fold,” Avello told Casino.org. “All-star games have been boring for years. It was nice that [the NHL] put a little twist on it. It just so happened that there was political interest that added fuel to the fire. All of that was a good thing for betting.
"I’ve said that viewership goes way down if there isn’t action on the game,” he said. “If you have people going forward and making that bet, I think that enhances the whole product, the whole TV experience. I’ve always said that.
In [Thursday night’s] match, there was significant viewership, the largest handle ever recorded, suggesting many newcomers participated. They are aware that it's an important match. They understand that the game is nearly even. They understand it’s a conclusion. They are aware of the political discourse taking place. So why not put some money on the game and enjoy watching it? That will be beneficial for both us and the league in the long run. That match might be a crucial moment as hockey progresses.
Large TV Audiences Lead to High Betting Volume
Avello states that hockey has excelled for the DraftKings sportsbook this year, and they are continuously introducing new markets.
At BetMGM, the final between the USA and Canada was the most wagered hockey event ever in BetMGM’s history, garnering 2.5 times more bets than any other hockey event this season, with five out of the seven most wagered hockey events this year being 4 Nations games.
“Canada winning was a good outcome for the sportsbook,” said Halvor Egeland, Trading Manager, BetMGM.
The match was a major highlight at the Ontario Lottery Corporation's Proline too.
“As far as comparing the 4 Nation’s Face-Off to the NBA All Star Weekend, for Proline, it wasn’t much of a competition. As it stands right now the 4-Nations Face-Off has brought in over 10 times what the NBA All-Star festivities did and that is including light bets on tomorrow’s USA/Canada Final,” a Proline trader told us a day before the final Thursday night.
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“Comparing top events from the two sports, sees the first USA/Canada game bringing in 20 times the amount that the ‘Team Chuck versus Team Kenny’ NBA all-star game brought in, so it is clear to see the interest in the hockey tournament,” he said.
The Proline trading desk reports that 79% of Proline bettors supported Canada to clinch the championship match, 29% opted for the Under at 5.5, 28% forecasted the game would enter OT by selecting the Draw after Regulation, and in the tournament futures market, 21% picked Nathan MacKinnon as the tournament's leading goal scorer.
Thus, top international hockey will pause now until next February, coinciding with the Milan Winter Olympics, where the USA and Canada will resume their hockey rivalry.
“Hey, we can deal with that,” Avello says. “That might even turn out to be the best of all time.”
