June 28, 2024

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The already groundbreaking Sphere in Las Vegas ventures into even more new territory with tonight’s NHL draft. … This year’s top prospect says he knows nothing is guaranteed. … The Blackhawks are still seeing broad business benefits from last year’s top overall pick and the league’s latest Rookie of the Year, Connor Bedard. … NHL draft compensation to the selected players is just one part of a hefty prize pool awaiting athletes this weekend across multiple sports. … Plus: More on the NHL’s big week, the Stanley Cup champion Panthers, ticket demand for the draft, and the minor league Tucson Roadrunners.

— Eric Fisher [[link removed]] and David Rumsey [[link removed]]

NHL Draft and the Sphere Are About to Make History Together in Vegas [[link removed]]

Jeff Bottari for the NHL

Nine months ago, the Sphere in Las Vegas broke all sorts of new ground in entertainment and venue technology, immersing [[link removed]] music fans in a multisensory experience unlike anything else in the world.

Now, that innovation hits the sports world in a major way.

The NHL is staging [[link removed]] its 2024 draft Friday and Saturday at the $2.3 billion Sphere, marking the first major sporting event held entirely at the venue. Historically something of an understated affair, in no small part due to the minor league development many draft selections still require, this year’s draft will also become the first Sphere event to be shown on live television. That coverage on ESPN advances well beyond prior concerts there by U2, Phish, and Dead & Company that—despite widespread media coverage and social sharing of event footage—have essentially been just in-person events.

“This is the biggest canvas you’ll ever paint on,” Steve Mayer, NHL chief content officer, tells Front Office Sports, referencing the Sphere’s 160,000-square-foot interior screen, as well as the 580,000-square-foot “Exosphere” forming the building’s exterior. “We have no doubt that we’ll catch the eye of the world, and have our viral moments. The idea is to make everything involved in this look as big and dramatic as we can. This obviously isn’t going to look like any old draft.”

Some Inspiration From U2

Mayer attended the very first Sphere event, a U2 concert last September that was the beginning of a 40-show residency by the Irish rock superstars, and immediately fixated on the concept of putting the NHL in there somehow. And despite the fact that UFC was the first sports entity to book [[link removed]] an event at the Sphere, with the upcoming fight scheduled for September, the NHL then jumped the line with its draft.

Like the aforementioned bands, the NHL worked closely with Sphere Studios—a California-based operation part of building owner Sphere Entertainment Co. that is controlled by New York Knicks and Rangers owner James Dolan—dedicated to helping create content for the venue, and also collaborated with third-party developers. But unlike the carefully planned sequences and cues central to any of the Sphere concerts, Mayer and the NHL have had to prepare for the many unknowns core to a live sports event, even one as organized as the draft.

“We’ve all been learning together about how to make the Sphere work as a sports venue,” Mayer says. “It’s simply a different animal, and we have to be prepared for every possible contingency.”

In addition to programming video and graphics for both the interior screen and the Exosphere, the NHL will also have Aura [[link removed]], the Sphere’s artificial-intelligence-powered “humanoid robot,” introduce top draft prospects as they arrive at the venue.

Coming: War Rooms, New Threads

The 2024 NHL draft will also be the last [[link removed]] before the league shifts to a decentralized model where teams’ general managers and scouts stay in their home markets, similar to the NFL and other major sports leagues. For years, the NHL draft has served as a key offseason convention [[link removed]] within the sport, often drawing a level of media coverage that doesn’t exist during the season. But logistical and cost concerns [[link removed]] among teams prompted the shift.

The draft, meanwhile, will also be the first major showcase for the league’s new, Fanatics-designed uniforms [[link removed]] as well as the first such event for the newly relocated [[link removed]] Utah Hockey Club.

LOUD AND CLEAR Sharks on the Clock

Brace Hemmelgarn-USA TODAY Sports

“Trying not to get too ahead of ourselves for where I’m going to go.”

—Macklin Celebrini (above), the presumptive No. 1 pick in the NHL draft, speaking [[link removed]] during a youth hockey event in Las Vegas this week. Celebrini, 18, was a first-team All-American this past season at Boston University, which lost to Denver in the Frozen Four. The Sharks have been linked to the heralded prospect ever since winning [[link removed]] the NHL draft lottery.

Despite being the consensus top selection, the Canadian teenager has actually not turned professional yet. “It’s just something that I can’t really make a decision on until the draft happens and I talk to the team that selects me, and then I talk to my coaches at Boston University as well,” Celebrini said. As an NHL rookie, Celebrini will be in for a nice payday: The No. 1 pick from 2023, Connor Bedard, signed [[link removed]] a three-year, $13.35 million contract with the Blackhawks.

SPONSORED BY UPPER DECK

Unlock Historic Memorabilia

Upper Deck presents UDA Threads [[link removed]], the definitive jersey and polo mystery box.

Unbox UDA Threads for one autographed jersey or polo featuring your favorite athletes. Be on the lookout for mystery boxes that include Michael Jordan, Wayne Gretzky, Tiger Woods, Stephen Curry, and many more.

These boxes contain autographs from multiple sports including golf, basketball, and hockey. Rare pieces include an autographed 1996–97 Michael Jordan Bulls pinstripes jersey and a 1-of-1 game-used NBA jersey!

Learn more [[link removed]] about UDA Threads Mystery Boxes.

One Year Later, Blackhawks Still Feeling the Connor Bedard Effect [[link removed]]

Stephen R. Sylvanie-USA TODAY Sports

At this time last year, the Blackhawks were getting ready to make a generational selection with the first pick of the NHL draft: Canadian center Connor Bedard (above), who would turn only 18 the following month.

Draft night in 2023 culminated a frenetic several weeks for Chicago, which saw a $5.2 million rush [[link removed]] on season tickets in the aftermath of winning the draft lottery. As the season approached, ticket sales continued to soar [[link removed]], and Bedard’s debut [[link removed]] ended up being the second-most-watched NHL game of the regular season.

The Bottom Line

While Bedard’s debut season resulted in winning the Calder Trophy on Thursday night as the NHL’s rookie of the year, it didn’t improve the Blackhawks’ place in the NHL standings (Chicago dropped from 30th in 2023 to 31st in ’24). Still, his off-ice impact was undeniable. Take a look at some of the biggest boosts the team saw over the previous season.

The Blackhawks saw a league-high 22% increase in total tickets sold, the team tells Front Office Sports. Home attendance jumped from 24th to 5th in the NHL, with 18,836 fans per game. Bedard had the top-selling NHL jersey. Viewership for Blackhawks games on NBC Sports Chicago increased by 35%.

After drafting Bedard in 2023, the Blackhawks say they sold 50% more full season-ticket packages than in ’22. Now, the team is tracking at a 97% renewal rate, as fans stick around for the young talent’s sophomore campaign.

Bigger Than Hockey

Blackhawks front office executive Matt Gray credits Bedard’s arrival with the team reaching a new segment of fans. “He was starting to permeate culture, or the sports world generally,” says Gray, Chicago’s vice president of business strategy and analytics. “Whether it was collaborations with Victor Wembanyama or Pat McAfee’s show, or things like that that I don’t think we at the Blackhawks had really seen before.”

This coming season, the Blackhawks will have a new regional sports network [[link removed]] home for Bedard to boost, Chicago Sports Network, as well as a new place in the national spotlight: The Blackhawks will host the Blues in this year’s Winter Classic at Wrigley Field. “I don’t think that happens without Bedard, to be honest with you,” Gray says.

For this draft, armed with the Nos. 2 and 18 picks in the first round, Chicago realizes the Bedard effect was likely a once-in-a-lifetime experience. “We might put a little bit less significance on the individual versus the team, and the path that we’re on overall,” Gray says.

WEEKEND PRIZE POOL Welcome to the League, Rook

Sphere Entertainment Co.

Front Office Sports tees up every weekend sporting slate with a ledger of the purses and prize pools at stake. Here’s what’s up for grabs this weekend:

NHL draft, Las Vegas

When: Friday to Saturday Maximum entry-level compensation: $975,000 annually* Annual average, depending on maximum bonuses: $4.5 million*

PGA Tour, Rocket Mortgage Classic, Detroit

When: Thursday to Sunday Purse: $9.2 million First place (individual): $1.65 million

LPGA Tour, Dow Championship, Michigan

When: Thursday to Sunday Purse: $3 million First place (two-person team event): $366,082 each

NASCAR Cup Series, Ally 400, Nashville

When: Sunday Purse: $8.9 million First place: Individual payouts are no longer disclosed

* According to CapFriendly [[link removed]]

SPONSORED BY UPPER DECK

Enter Into Connor’s Athlete Archive

Front Office Sports and Upper Deck have joined forces to celebrate the nostalgia of sports, shining a spotlight on the childhood inspirations, career influences, and life milestones of the world’s most notable athletes.

In this episode of Athlete Archives [[link removed]], Connor Bedard shares captivating stories about the key figures—both past and present—who have shaped his journey, from his early playing days to the mentors who continue to inspire him.

Connor’s athletic perseverance, coupled with his cherished memories of hockey and its legendary players, beautifully illustrates the rich history of the game and hints at its future.

Check out [[link removed]] the full episode.

STATUS REPORT Two Up, Two Down

Stephen R. Sylvanie-USA TODAY Sports

NHL multitasking ⬆ In the span of just six days this week, the NHL will have held Game 7 [[link removed]] of the Stanley Cup Final, the NHL Awards (above), and the two-day draft. Such a compression of these events is unprecedented in league history. Because of that, Steve Mayer, NHL chief content officer and a 30-year veteran of the sports and entertainment business, said, “I’d put this up as the No. 1 week of my career.”

Panthers ⬆ Fresh off winning the franchise’s first Stanley Cup, players will split [[link removed]] a $6,539,375 playoff bonus as this season’s champions. That amounts to just over $242,000 per player.

Draft demand ⬇ Standard admission tickets for Round 1 of the NHL draft were still available on Ticketmaster early Friday for roughly $60. Secondary marketplaces had tickets for as low as $30.

Reno ⬇ Amid rumors that the Tucson Roadrunners—the AHL affiliate of Utah Hockey Club still owned by former Coyotes owner Alex Meruelo—could relocate to Nevada, local officials looked to dispel the idea. “The possibility of them going to Reno was not [part of the discussion], not something that we were aware of.” Andy Squire, a spokesman for the city of Tucson, said [[link removed]] referencing a recent contract to keep the Roadrunners in town until at least 2027.

Conversation Starters After 25 years, John Anderson will host his final episode [[link removed]] of SportsCenter on Friday night, joined by longtime partner Steve Levy, at midnight ET. Gatorade has a new (and massive) promo for WNBA star Caitlin Clark in downtown Indianapolis. Check it out [[link removed]]. Think you can make a dynasty out of a small school? We’re giving away two copies of the highly anticipated EA Sports College Football 25 video game. Enter here [[link removed]] for a chance to win. See rules here [[link removed]]. Editors’ Picks FIFA Seeking Up to $2 Billion Investment to Expand Streaming [[link removed]]by Alex Schiffer [[link removed]]FIFA+ launched in 2022 and has thus far had an underwhelming selection. Why the Knicks Traded for a 36-Year-Old Finnish Coach in the Draft [[link removed]]by Alex Schiffer [[link removed]]The Knicks acquired the rights to a 2007 draft pick in Thursday’s swap. The NFL Lost the Sunday Ticket Trial: Here’s What Happens Next [[link removed]]by David Rumsey [[link removed]] and Eric Fisher [[link removed]] A jury ordered the league to pay $4.7 billion in damages Advertise [[link removed]] Awards [[link removed]] Learning [[link removed]] Video [[link removed]] Podcast [[link removed]] Sports Careers [[link removed]] Written by Eric Fisher [[link removed]], David Rumsey [[link removed]] Edited by Matthew Tabeek [[link removed]], Catherine Chen [[link removed]]

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