The stage was set for an instant classic: the United States and Canada, hockey's fiercest rivals, clashing for Olympic gold with NHL stars back on the ice for the first time in over a decade. The game delivered, a heart-stopping 2-1 overtime victory for the Americans, their first since the "Miracle on Ice" in 1980. Yet, for NHL Commissioner Gary Bettman, the historic moment was overshadowed by a glaring issue off the ice—the start time.
A Commissioner's Morning Gripe
While over 20 million fans tuned into NBC to watch Jack Hughes and the young American squad etch their names in history, Gary Bettman was watching the clock. The league's top executive has publicly voiced his frustration with the game's 8 a.m. Eastern Time broadcast slot, calling it a massive missed opportunity for the sport.
"While we did a terrific rating, I’ve been told by reliable sources in the broadcasting business that the rating could’ve been twice as high," Bettman stated at the Sports Business Journal’s National Sports Forum in St. Louis. His point is hard to dismiss. An 8 a.m. start translates to a brutal 5 a.m. wake-up call for fans on the West Coast, including in hockey-mad cities like Vancouver.
The Logistics Behind the Early Puck Drop
So, why was such a monumental game scheduled for breakfast time? The culprit was the Olympic schedule itself. The gold medal contest had a firm deadline: it needed to conclude before the Closing Ceremony, which was slated for 2:30 p.m. ET in Milan. Fitting in a potential overtime game necessitated the early morning start, a compromise that prioritized the broader Olympic program over North American prime-time viewing.
Bettman's critique isn't just about one game; it's about the visibility and growth of hockey on its biggest international stage. The 2026 Milano-Cortina Games marked the triumphant return of NHL players to the Olympics after their absence in 2018 and 2022, reigniting a marquee event that drives global interest. A ratings bonanza was anticipated, but Bettman believes it was only half of what it could have been.
Weighing History Against Hindsight
There's no denying the game was a success on the ice. The U.S. victory, sealed in overtime, was a dramatic capstone to the tournament and a landmark moment for a new generation of American stars. The presence of NHL elite ensured the highest level of play and captivated the core hockey audience. However, Bettman's argument centers on the casual fan—the millions who might have joined in for a primetime spectacle but weren't going to set an alarm for a Sunday morning.
The commissioner, an American himself, finds himself in a tricky position: celebrating a huge win for USA Hockey while simultaneously lambasting the presentation of its crowning achievement. His comments highlight the ongoing tension between the commercial interests of professional sports leagues and the logistical realities of the Olympic Games.
Looking ahead, Bettman's very public complaint serves as a shot across the bow for future Olympic planners. "Hopefully, we can avoid that in the future," he remarked, signaling that the NHL will likely push for more favorable terms as it negotiates its continued Olympic participation. The league wants its stars showcased in the best possible light, and that, in their view, means in front of the largest possible audience.
Ultimately, the 2026 gold medal game will be remembered for Jack Hughes's heroics and a long-awaited American triumph. But thanks to Gary Bettman, it will also be remembered as the morning game that, in the commissioner's eyes, left millions of viewers and potential new fans asleep at the wheel.
