In a surprising move aimed at improving the atmosphere in hockey arenas and promoting sportsmanship, NHL Commissioner Gary Bettman has announced a new initiative: fans who offer compliments to players during live matches will be rewarded with free game credits. The announcement, made during a press conference ahead of the Stanley Cup playoffs, has already stirred conversation across the hockey community.
According to Bettman, the initiative is part of a broader league-wide effort to create a more positive and engaging fan experience. “We want to encourage passion for the game, but also respect for the athletes who make it so thrilling,” Bettman said. “By incentivizing kindness and sportsmanship, we hope to change the tone inside our arenas and online.”
Under the program, fans can use the NHL mobile app to submit real-time audio or video compliments about players during games. Submissions will be reviewed by a moderation team, and selected compliments that meet the criteria—genuine, respectful, and positive—will earn fans credits that can be redeemed for merchandise, game tickets, or digital content.
Reactions have been mixed. Some fans applaud the league for pushing a more uplifting narrative in a sport known for its physical intensity. Others question how the program will be monitored and whether it risks turning authentic fandom into a gimmick.
Still, players have shown support for the move. “It’s cool to hear people appreciate more than just the hits and fights,” said Toronto Maple Leafs forward Auston Matthews. It’s about the love of the game.
Whether this experiment will lead to a lasting culture shift or simply be a short-lived PR move remains to be seen. For now, the puck has dropped on one of the NHL’s most unique fan engagement strategies to date.