The NHL has lost so many viewers since the strike (or lock-out, whatever it was) that I'm sure they are looking for any way possible to get back on the sports map. I believe the NHL playoffs last season lost to poker AND bowling in TV ratings.

Actually, the attendance and viewership of the NHL is just the same and, in some cases, better than it was before the lockout. Granted, it wasn't in a great shape before (down south, at least), but the influx of super young talent and the speedier pace to the game, thanks to the new rules, are helping the NHL more than the lockout ever hindered.

I know attendance is always strong for the NHL, but everywhere I've read says that the television ratings have been absolutely horrible.

Take this article about Google and the NHL's deal: "The deal is for several years, though neither partner would reveal its exact length or other specifics. But it could be a huge boon to the NHL, which has seen television ratings plummet in the United States."

http://www.canada.com/ottawacitizen/news/story.html?id=c7887272-62d3-415e-a42f-a7e1649b2e25

Check that out! A comment with a bibliography page!