There’s a difference between doing what’s right and doing what makes money. In the case of Gary Bettman and Russia’s potential return to world hockey in 2028, the NHL commissioner is doing exactly what you’d expect: he’s waiting for someone else to take the heat—and then he’ll step in once the cash is guaranteed.
Bettman told reporters this week that the NHL will “follow what the international community is doing” when it comes to letting Russia (and Belarus) compete again in events like the 2028 World Cup of Hockey. He’s basically saying, “If the IIHF says it’s OK, we’ll be on board. If they don’t, we’ll stay quiet.” How very convenient!
Here’s Bettman’s exact quote:
“I don’t see any need for us to weigh in separately. In terms of our game and our players, from wherever they’re from, if we can steer clear of geopolitical issues… I think that’s better for the game, better for our players, and better for our fans.”
This, of course, is classic Gary Bettman double-speak. He takes no strong public stance until he knows how it will affect dollars, ratings, ticket sales, franchise values, and future expansion fees.
In Bettman’s world, uncertainty is often a money-losing situation. The safer route is to allow the IIHF to open the door first.
Make no mistake about it: Bettman believes Russian participation enhances the NHL’s bottom line. Because when Russia competes, the dynamic changes.
The upcoming NHL-controlled World Cup (or whatever it ends up being called) without Russia is like Major League Baseball without the Yankees or Dodgers—it’s weirdly incomplete. Russia brings elite skill and a playing style that forces teams to raise their game. That’s good for ratings because people love to watch high-end competitions.
And of course, sports fans love rivalries and villains. Who is the antagonist in international hockey right now? True, the current Canada-USA rivalry is already intense and captivating. But the Russian invasion of Ukraine makes the term “villain” an understatement. With Russia back, any matchup against them wouldn’t just be another game—it would be a major storyline. Storylines sell tickets, jerseys, and increase sponsor interest. Cha-ching, cha-ching.
If the Russian return becomes real and subsequently gets pushback, Bettman will point out the NHL was just following the international consensus. Either way, the NHL avoids being first—and profits once the outcome is clear.
The IIHF has already hinted it wants Russia and Belarus back “as soon as possible.” Bettman’s answer? More of his famous weasel words. If Russia returns, Bettman won’t say he opened the door — he’ll say he just walked through it.
