Coyotes Ugly: The Sad Obsession Of Gary Bettman

It came to this. Playing in the 6,000 seat Mullet Arena on the campus of Arizona State. Owned by a luckless guy who eschewed the public spotlight. Out of the playoffs, their bags packed for who knows where, the Arizona (née Phoenix) Coyotes gave an appreciative wave to the tiny crowd gathered to say  Thanks For The Memories.

With that they were history. Although NHL commissioner-for-life Gary Bettman has promised the last in a set of hapless owners that he can revive the franchise for a cool billion should he build the rink that no one was willing to build for the Yotes the past 20 years.

The Arizona Republic said good riddance. “Metro Phoenix lost the Coyotes because we are an oversaturated professional and college sports market with an endless supply of sunshine and recreational choices. Arizona may have dodged a slapshot:

We have the NFL Cardinals, the MLB Diamondbacks, the NBA Suns, MLB spring training, the WM Phoenix Open, the Phoenix Rising, the WNBA Mercury, the Indoor Football League Rattlers and the Arizona State Sun Devils. There hasn’t been a household name on the Coyotes since Shane Doan, and half of Phoenix probably doesn’t know who he was”.  

Likely they’ll be a financial success in Salt Lake City where there’s a viable owner, lots of money and a will to make it work. They’ll need a will because— stop me if you’ve heard this before about the Coyotes—  the rink they’ll play in this fall has only 12,500 unobstructed views for hockey. 

Watching this farce we recalled getting a call from Blackberry co-founder Jim Balsillie in 2008, shortly after our book Money Players was a finalist for the Canadian Business Book of The Year. We’d written a fair bit about the Coyotes in our work and someone had told Balsillie we might be the ones to talk to about a plan he was concocting to buy the bankrupt Coyotes and eventually move them to Hamilton.

Balsillie was salty over the way he’d been used as a stalking horse in the financial troubles of the Pittsburgh Penguins in 1990s. Flush with money from the huge success of RIM, Balsillie offered to buy the Pens, with an eye to moving them to southern Ontario if Pittsburgh didn’t help build a new arena for the team. 

In time, Balsillie saw that Bettman was only trying to protect the investment Mario Lemieux and others had in the Pens. Balsillie was the black hat who eventually spooked Pittsburgh into giving the current owners what they wanted. At the end of the day, Mario got his money and Balsillie was given a “thanks for trying”: parting gift of nebulous promises.

Still smarting, Balsille vowed not to be used again. in his desire to bring the NHL to southern Ontario. So when the Coyotes owner Jerry Moyes threw the keys to the team on Bettman’s desk, he saw an opening in the bankruptcy that followed. Seeing Bettman as the impediment, Balsillie decided to buy the team out of bankruptcy, a process the NHL could not legally prevent.

What Balsillie wanted to know was “What then? How would Bettman fight back?” We told him that no one flouts Bettman’s authority within the NHL. (All the current owners since 1993 have come aboard on his watch.)  And that he’d have to get the Board of Governors to approve his purchase. Odds: Nil. 

That’s what happened. Rather than admit that the Valley of the Sun was poisoned for hockey, Bettman found another series of undercapitalized marks to front the franchise while the league quietly propped up the operation. No longer was the Coyotes’  failure about the fans of Arizona. It was about Gary Bettman’s pride.

Where he had meekly let Atlanta move to Winnipeg he fought like hell to save Arizona. And his power. (His obstinacy on U.S. network TV is another story.)

Fast forward to last week and the abject failure of that process. The Arizona Republic naively fawned on Bettman for his many attempts to save the team. In fact, they were just attempts to buttress his grip on the league. While the Coyotes may have been a mess, Bettman has succeeded in preserving the investments of most of the business people who bought his NHL business prospectus.

Sometimes it meant riding into Calgary to chastise the locals for their parsimony in not giving the Flames a new rink. Ditto for Edmonton. Ditto for Winnipeg  and other cities. Other times it was to shore up weak partners to protect the equity of other prosperous cities.  Sometimes it was to tell Quebec City, “Not gonna’ happen.”

For his loyalty to the owners and through some luck— Gretzky to the Kings— Bettman has made the NHL work in places no one might’ve imagined. Nashville. Raleigh. Tampa. Las Vegas. Dallas. Not at the level of the NFL, NBA or MLB, but at a comfortable equity-affirming status. Nothing happens without his say-so in the NHL. Or without him getting credit. Secondary NHL execs who wanted credit for their innovations were quietly punted. 

When Houston finally gets a franchise from Gary they’ll part with $1.5 billion for the  honour. While the commissioner has played down new franchises and expanded playoffs, you can bet your last dollar that he’s told owners they’re in line for  more expansion cash— cash they don’t have to split with players in collective bargaining. 

One more certainty. As long as Bettman rules the NHL you won’t see an NHL team back in Arizona. 

Bruce Dowbiggin @dowbboy is the editor of Not The Public Broadcaster  A two-time winner of the Gemini Award as Canada's top television sports broadcaster, he’s a regular contributor to Sirius XM Canada Talks Ch. 167. Inexact Science: The Six Most Compelling Draft Years In NHL History, his new book with his son Evan, was voted the seventh-best professional hockey book of all time by bookauthority.org . His 2004 book Money Players was voted sixth best on the same list, and is available via brucedowbigginbooks.ca.