I think it's a relatively new phenomenon. In all pro sports, not just hockey.
Growing up in Connecticut, there were a number of teams to follow. Discussions were mostly about players, and of course the coach or manager. Rarely about management, even in the media. In all the places that I've seen games live, there is no where I've been where fans were talking about management more than in and around Boston. Even when my son was playing hockey, I'd wear my Bruins hat to his games and someone would inevitably come up to me, say they are a fan, and then bitch and moan about Jacobs and Sinden. Cheap bastards. Like they could win the Cup every year if they only wanted to.
OT: Before moving to Maine, I grew up in North Stonington, right on the CT/RI border.