The game all about marketing, marketing, marketing.
The NHL ranks below college football and college basketball on the radar screen in the US. They're doing anything they can to increase the exposure for the product.
And coincidentally, they're clever to do it right in the thick of college bowl season when talking heads are all talking about bowl games . And poof, we switch over for a short report on this hockey game being played outdoors at Fenway Park, or Soldier Field, or Ralph Wilson Stadium, or Yankee Stadium (next year?).