TV exec wants NHL players to shave their playoff beards
One of the most powerful figures in sports broadcasting wants to do away with one of hockey's most cherished traditions.
NBC Sports chairman Mark Lazarus says the players would be more marketable without playoff beards.
"The players won't like this, but I wish they all would stop growing beards in the postseason," Lazarus told Ed Sherman of the Chicago Tribune.
"Let's get their faces out there. Let's talk about how young and attractive they are. What model citizens they are. (Hockey players) truly are one of a kind among professional athletes."
The trend of growing a beard until a player's team is eliminated is decades old, believed to have been started by the New York Islanders of the 1980s.
"I know it's a tradition and superstition, but I think (the beards do) hurt recognition. They have a great opportunity with more endorsements. Or simply more recognition with fans saying, 'That guy looks like the kid next (door),' which many of these guys do. I think that would be a nice thing."
The NHL has faced an uphill battle marketing its players in the United States for years, but several playoff games have set new ratings records this year.
"These are the most-watched games and they’re all bearded up," Lazarus said.
The executive said he has made his plea to NHL officials - including members of the NHLPA and the players themselves - to no avail.
"But I’m just a TV guy," Lazarus said. "They don’t want to listen to me."
NBC signed a 10-year broadcast rights deal with the NHL in 2011.