Disappointing news, but TSN was never capable of pulling off a deal this size, and the only real competitor was going to be a tech company like Amazin. Two aspects of the deal surprise me:
1. The length of the deal - Twelve years is a long commitment to a single partner in todays dynamic media market. When the last deal was signed, a lot of people were still watching via cable or satellite, and streaming was in nascent stages. In fact, Rogers didn't even have their own streaming infrastructure until a few seasons ago - and it's still terrible. Given the increasing prevalence of tech companies in TV and entertainment production and distribution, I'm surprised the NHL would commit so long to a non-tech company.
2. The price tag - There were long standing ruors that Sportsnet wasn't making money ont he last broadcast deal. I found a G&M article where a Rogers executive mentioned by the second season, they projected only a 10% profit. The previous deal was structured so that Rogers' payments to the NHL increased each year, and with the rise of cord-cutting, I wonder if they were able to maintain those margins. Now they've signed for twice the amount. I wonder if that will mean they have to be more aggressive in their sublicensing strategy and maybe over time move towards more of a licensor or content aggregation model.