Hockey is having a moment. Between Olympic excitement and controversy (which we’re not touching), the success of the PWHL and the buzz around the television show Heated Rivalry, the sport is lighting up the scoreboard. (Remember, this is not a pun free zone!)
So why did the NHL hand critics the puck?
In early February, the league outraged fans by reducing a promised cancer donation by $800,000 because a performance-based trigger — a specific on-ice outcome — wasn’t met. During a Tampa Bay Lightning–Boston Bruins game, University of South Florida athletics CEO and cancer survivor Rob Higgins was invited onto the ice to attempt a difficult shot through a small opening in an empty net, with the NHL pledging $500,000 to cancer charities if he scored and $100,000 if he missed. After he missed, he was given a second attempt, guaranteeing $200,000 if he missed and $1 million if he scored. He missed again, walking away with a donation far below the headline amount.
The optics were brutal: a multibillion-dollar league appearing to shortchange a cancer-related cause over a missed shot, and social media was not happy.
Let’s be clear: the structure may have been contractual. The terms may have been disclosed. But crisis isn’t about technical compliance. It’s about perception, values, and judgment.
And this is where things went sideways.
In a moment when hockey had momentum, the league shifted the narrative from celebration to “classless.” The story wasn’t about athletic excellence. It was about whether the NHL nickel-and-dimed a cancer cause.
It was about:
- Failing to anticipate how a performance-based donation would look if it fell short
- Treating a reputational issue like a contractual one
- Forgetting that charitable partnerships operate in the court of public opinion
Some decisions are technically correct and strategically wrong.
The NHL may have followed the letter of the agreement. But the public was judging the spirit.
Here are a few thought starters you can discuss at your next team meeting to help your leaders and team see how your business would handle this situation:
- Who in your leadership team is responsible for asking, “How will this look if it fails?”
- When values and contracts collide, which one wins in your organization?
- Would you reverse a technically defensible decision if it damaged trust?
Kith facilitates crisis preparedness workshops that will help your company attain the clarity, trust, and strategic speed you need to respond confidently – no dithering! – to any crisis. We’d be happy to have a conversation about how we can help your company be ready to chart an effective course to reputation protection.
Looking for more fresh insights? Crisis of the Month is a no-fluff Substack that breaks down real-world crises and what they teach us about leadership, communication, and damage control. Whether you’re in comms, ops, or just crisis-curious, this is your monthly guide to what went wrong — and how to do it better. Sign up today!
