World Cup needs some tweaking

The climax of the greatest two weeks of Brad Marchand’s pro hockey career ended the World Cup of Hockey on Thursday night, and just in time.

This was a competition that ran out of steam about six days before that. When it was over, the Canadians, powered by this gold-tinted generation of players, did their best to whoop it up on the ice. There were lots of smiles, both toothy and tooth-less. It seemed a little forced, like they were going through the motions for the cameras after barely defeating a outgunned Team Europe made up of players from weak hockey countries who managed to score two goals in total over the two-game final.

The Euros battled, sure, but always remember hockey is designed these days to make sure there are so few goals scored that every game seems close.

Those paid to do such things may try and turn Marchand’s short-handed score into one of the great moments in Canadian hockey history, something akin to Paul Henderson’s goal in 1972, or Mario Lemieux’s winner in ’87, or Sidney Crosby’s golden goal in 2010. But it just wasn’t, largely because this World Cup wasn’t comparable in meaning to any of those hockey competitions.

Blame the NHL and the union for that. They allowed this event to be drained of meaning by their indifference.

There was no important story to be written here. Several of the top countries, particularly the U.S. and Finland, were just awful. There were surprising numbers of empty seats, lousy TV ratings in the U.S., merchandise being sold at deep discounts before the event was even over, an embarrassing viewing party for Game 1 of the final that was cancelled for Game 2 and a final that was hardly a showcase for the most skilled players on the planet.

New forms of advertising, both of the virtual kind on the boards and on patches on the uniforms, may go down as the big achievements of this event, along with the liberal use of the ‘ref cam.’ Hardly the stuff of great sporting tales.

It was the first time the league and union had managed to co-operate long enough to hold a World Cup since Crosby became an NHLer, and it showed, particularly in the muted reaction from the public, which could be forgiven for feeling uncertain about exactly what this was supposed to be.

In the middle of it you had Team Canada head coach Mike Babcock saying the World Cup shouldn’t even be in the same conversation as the Olympics. No wonder even the fans watching seemed to crane their necks to keep an eye on the Blue Jays and the real games down the street, or dismiss the competition as a naked cash grab by greedy hockey owners and players.

Still, there is something of value to be gained from the past two weeks if the league and its union partner can move to take advantage of it. This was a starting point, the first step in reviving what was once a pretty good thing for hockey.

For a guide to what’s possible, look to golf’s Ryder Cup, which goes every two years and again this weekend in Minnesota.

Started in 1927, by 1979 the golf event was so dominated by the Americans over Great Britain that a switch was made to a “gimmick” or “concept” team, Europe, as a means of jump-starting enthusiasm for the competition. A re-set, as it were.

In the 18 confrontations that have followed, memories have been built through the War on the Shore in ’91, the Battle of Brookline, the Collapse at Medinah. They are referenced over and over, the stories retold, old grievances and controversies revisited. Lots of grist for the mill, and already commitments for the next four competitions after this one.

Not every Ryder Cup will dazzle, but each one is part of what has become an enduring narrative for the sport. You can count on it.

That’s the crucial element in creating sustainable popularity; a storyline that links one competition to the next and builds important memories. That’s how you build a brand and create devoted followers. Not with two tournaments in 20 years.

So it will take time, at least a de- cade or more, but hockey’s World Cup can gather more meaning than displayed over the past two weeks if it is played regularly and provides compelling drama and reliability in the same way the Ryder Cup has, or the juniors do every Christmas.

This new beginning for the World Cup was never going to be perfect. This was about getting the ball rolling again, and Marchand, with a new $49 million contract signed during the tournament in his hip pocket, supplied an attractive finishing touch that can be replayed over and over until the next one.

And that’s what the league needs to announce as soon as possible — plans for the next World Cup. The location. The year. The teams. The format, likely tweaked some.

Make a commitment to the next World Cup, and hockey fans will respond with their hearts and wallets, more than they did this time. They want to see the best. But they need to feel that it’s about the hockey and making history, not just another way to wring a buck out of those who love the game.

Damien Cox is the co-host of “Prime Time Sports” on Sportsnet 590 The Fan. He spent nearly 30 years covering a variety of sports for the Star. Follow him @DamoSpin.