It was announced that a Canadian 3-on-3 summer hockey league, 3ICE, is going to be starting in June 2021 and will have a solid TV deal. TSN and RDS picked up the rights for it on the Canadian side, while CBS Sports Network will be broadcasting the championship game.
Now, this is not unique to summer hockey, as the 3HL is a thing and we all know about Da Beauty League (and my thoughts on that thing). The difference here, is that it’ll be a traveling show and it’ll be on TV. With nine stops and a tournament every stop– that’s a nice cure for people who don’t own a calendar and don’t know when it’s October.
It’s a smart move by TSN, who don’t have much coverage of things in the summer time, as it’ll help draw people to watch 3-on-3 hockey. The interesting play is CBS Sports Network getting in on it, but only doing the championship game– whatever that might entail. Of course, CBSSN is known for broadcasting college hockey, so they have the talent to call and analyze games, but why not go through the whole summer?? I don’t know how many pressing shows that CBSSN actually has that they couldn’t go through with it, but that’s neither here nor there, I suppose– it’s getting on US TV, so huzzah for that.
What’s going to be interesting is to see who comes out for these teams in terms of name recognition. You’d have to think that 3ICE would want to go ahead and get some recognizable names to move tickets and get people excited about watching it– which would mean trying to pluck from the Da Beauty League, as the 3HL runs in the fall through spring. Can it make some noise?? Sure, it’s hockey in Canada on Canadian TV– people will watch out of curiousity. The big thing is that if it was regularly broadcasted on US TV, what impact to the fans would it have?? Again, hockey people will watch if the timing is right, but who knows what kind of staying power it’ll produce.
Luckily, the rules are simple, there’s tournaments every tour stop, and it could produce a new folk hero or let people relive their days playing pond hockey…but in the summer. It’s going to be a faster game, a quicker game, and something that’ll keep the most short-attention spanned interesting…or that’s the hope.
One of the more interesting things is the timing of it, which could help its cause. The fact we’re still 18-months away allows the league to actually build hype for it, plot it out effectively so that it will have a model that works in terms of profitability for the league, players, and such; as well as not rushing to the ice like some other places would have when it comes to a new idea and hurrying it to market before it’s fully developed. Though people may forget about it because of time, it’s now up to the marketing team at 3ICE to show their moxie and make sure that people keep it in the back of their mind. With a place like TSN behind them, it’ll be easy above the 49th Parallel; it’ll be attracting US hockey fans to it that might be a little harder without a constant TV presence.