You read that right. “Like you, we’ve missed NHL hockey.” At least the advertisement says.

Do you forgive them? I certainly do not. Yes, I am quite happy that my favorite sport to watch is back, and I can enjoy it from the comfort of home. I still can’t afford to expand my cable package to watch games not offered at a basic cable level. I certainly cannot afford tickets to live games, either.

This ad claims the NHL is “committed to earning back your trust and support” with “hard work and unwavering dedication.”

Really? After playing the media, and subsequently the fans for months and bickering over money… THIS is how you choose to make good with the fans? By spending money on newspaper ads in every team’s market and a number of national papers in Canada and the United States?

I call bullshit on the NHL’s apology. After the 2005-6 lockout, the commissioner promised to give back to the fans with reduced ticket prices. That didn’t happen. The told us they wanted to re-earn out trust then as well to prevent another lockout. That obviously was sincere.

I don’t know about you, but I cannot spend any money on this league this year. Yes, granted in part to a limited income. I suppose I could make some financial sacrifices to invest in going to watch a game live. I could. But that’s not going to happen either. I refuse to spend any money on this league this season. I will watch and use the game for my own enjoyment. I will record games so I can skip through all advertising purchased.

The NHL could have not wasted their money on these newspaper ads and supplemented arenas by providing free tickets to home games through a lottery system for fans. They could offer the cable packages for fans for free. That would have been a sincere gesture. Maybe actually GIVE back to the fans they used to further their own monetary agenda? Don’t expect any money from this guy. Not a penny.