Historically, junior hockey in Canada — and I write this with respect — is like the proverbial cockroach that survives and thrives through all manner of disasters. It just won’t die.
In the mid-1930s, when nearly all junior hockey fell under the CAHA’s jurisdiction, the Great Depression forced the governing body to sign the first NHL-CAHA agreement, which created the NHL junior sponsorship system. Crisis averted and the cockroach adapted.
In the mid-60s, when the NHL decided that expansion was going to happen, they announced that the C-card and junior sponsorship system would soon end. But by the very early 70s, local ownership or whole communities assumed control of most junior clubs. Crisis averted and the cockroach again adapted.
In the late-70s, when junior hockey leagues were once again cash strapped, they railed against the NHL-CAHA agreement because all the NHL coin went directly to the CAHA. Led by new Ontario major junior hockey league commissioner David Branch, what we now know as the CHL withdrew completely from the CAHA, became self-governing, and negotiated directly with the NHL a new NHL-CHL agreement, which saw the pro league’s cash bypass the CAHA and go directly to the junior leagues. Crisis averted and the cockroach grew even stronger.
I could go on and on — multiple class action lawsuits, player suicide, the pandemic, unbelievably successful (and expensive) lobbying efforts in 9 provinces (51 teams) and 4 US states (9 teams) to convince lawmakers to exempt the leagues and teams from employment standards legislation to avoid paying players. And let’s not forget the group of former CHLers facing criminal charges for their alleged actions in 2018 while representing Canada at the U20 worlds.
Through crisis after crisis, major junior hockey has survived and grown even more powerful. Franchise values have never been higher, reported franchise re-sale price are mind-boggling, attendance and ticket revenues are very strong, revenues from broadcasting keep growing, world junior tournaments and the Memorial Cup are bonafide cash cows. This cockroach is seemingly unstoppable. Do a simple SWOT analysis — for nearly 100 years now, Canadian junior hockey has turned every Threat into an Opportunity and every Opportunity into a Strength.
And now, because of a changing NCAA landscape, the CHL faces yet another threat. Will the league once again find ways to turn this threat into an opportunity and the opportunity into a strength?
Based on history, I’m inclined to say “just watch them.” The only reason I have to hesitate a bit is that once Branch’s successor in Ontario is announced in a few days time, all three junior leagues and the CHL will have new leaders, and tough strategic decisions to make very soon. But I’d still lay my money on the cockroach to continue to thrive.