Imagine missing out on millions of viewers simply because a game started too early. That’s exactly what NHL Commissioner Gary Bettman believes happened during the 2026 Olympic men’s hockey gold medal game between the United States and Canada. But here’s where it gets controversial: While the game drew an impressive 18.6 million viewers on NBC—spiking to 26 million during Jack Hughes’ overtime heroics—Bettman argues the 8:10 a.m. ET start time left a massive audience untapped. Could the ratings have doubled if the game aired during primetime? Bettman thinks so, and he’s not holding back his frustration.
The early kickoff wasn’t NBC’s fault. Olympic organizers scheduled the Closing Ceremony for Sunday evening in Verona, a two-hour drive from Milan’s hockey arena. The 2:10 p.m. local start ensured players could celebrate and make it to the ancient Roman amphitheater in time. And this is the part most people miss: The International Olympic Committee (IOC) wasn’t about to reshuffle one of its marquee events just to please American TV executives. But Bettman isn’t backing down. He’s already in talks with new IOC President Kirsty Coventry to secure better timeslots for future Games, starting with the 2030 Winter Olympics in the French Alps.
Here’s the kicker: The 2010 gold medal game in Vancouver, with a 3:15 p.m. ET start, pulled in 27.6 million viewers. That game aired during the afternoon on the East Coast and lunchtime out West—prime viewing hours. In contrast, Sunday’s game forced Americans to either wake up early or dodge spoilers until primetime replays. Bettman’s point? Timing matters—a lot.
But the timeslot isn’t his only gripe. Here’s where it gets even more contentious: The IOC won’t let the NHL use Olympic footage for marketing, despite the league’s efforts to grow hockey’s profile. Hughes’ overtime winner? Off-limits for NHL promotions without Olympic approval. That’s a head-scratcher, considering the NHL’s participation was meant to boost the sport’s visibility, especially in North America.
Looking ahead, Salt Lake City hosting the 2034 Games would solve the time zone issue entirely, with a primetime gold medal game for the entire continent. Yet, eight years is a long wait, and Bettman’s impatience is palpable. Will the IOC bend to the NHL’s demands? Bettman sounds optimistic after his talks with Coventry, but history shows the Olympics aren’t quick to cater to one league’s preferences.
Thought-provoking question for you: Should the IOC prioritize global scheduling or accommodate specific markets like North America? Let’s hear your take in the comments—do you side with Bettman, or is the IOC justified in sticking to its plans?
