Published Apr 21, 2025 • Last updated 1 hour ago • 3 minute readOttawa Senators forwards Brady Tkachuk (left) and Drake Batherson celebrate a goal. – ERROL McGIHON / POSTMEDIA Photo by Errol McGihon /PostmediaKEVIN QUIGLEYThe decision by the elections commission to change the start time of the French language debate on Thursday so it wouldn’t overlap with a must-win game for the Montreal Canadiens is one indication of the influence of hockey on the election.The plot of this storyline may thicken.We shouldn’t be surprised that many would prefer to watch hockey than a political debate. On April 2, the NHL and Rogers Communications announced the signing of a 12-year, $11 billion media rights contract to allow Rogers to carry NHL games. It’s an indication of how large and committed TV sports audiences can be.THIS CONTENT IS RESERVED FOR SUBSCRIBERS ONLY.Subscribe now to access this story and more:Unlimited access to the website and appExclusive access to premium content, newsletters and podcastsFull access to the e-Edition app, an electronic replica of the print edition that you can share, download and comment onEnjoy insights and behind-the-scenes analysis from our award-winning journalistsSupport local journalists and the next generation of journalistsSUBSCRIBE TO UNLOCK MORE ARTICLES.Subscribe or sign in to your account to continue your reading experience.Unlimited access to the website and appExclusive access to premium content, newsletters and podcastsFull access to the e-Edition app, an electronic replica of the print edition that you can share, download and comment onEnjoy insights and behind-the-scenes analysis from our award-winning journalistsSupport local journalists and the next generation of journalistsRegister to unlock more articles.Create an account or sign in to continue your reading experience.Access additional stories every monthShare your thoughts and join the conversation in our commenting communityGet email updates from your favourite authorsSign In or Create an AccountorArticle contentHockey is more than just a pastime in Canada, it’s a part of the country’s identity. The game is frequently called upon to serve as metaphor in the federal election campaign. The two front-runners, Pierre Poilievre and Mark Carney, proudly and regularly refer to their youthful connections to the sport.The connection between hockey and politics may be more consequential than the campaigns realize. Sports fans’ identities can be tied up with their teams, and how their teams perform can have implications for political leaders. UK Prime Minister Harold Wilson observed after his 1970 defeat that his party lost because the national mood was sour after England’s poor performance in the World Cup.Positive outcomes in sporting events boost association with political parties and regional identity. Research conducted on U.S. college football, one in 17 U.S. municipal elections are decided by variation in sports records. When the local team wins, the incumbent is more likely to win also.Article contentResearch in Argentina and Germany on soccer and politics have also found a relationship between the two activities.While not the incumbent, Justin Trudeau seemed to benefit in 2015 when the Toronto Blue Jays defeated the Texas Rangers in the Major League Baseball playoffs.During the series, the Liberals released a commercial that showed a youthful and positive Trudeau surrounded by a diverse audience at a public rally. It touched on a number of key themes in the electorate’s minds. The ad conveyed a positive message that aligned nicely with the Blue Jays’ victory.The series overlapped with Thanksgiving, a time when many gather and discuss current events. The opportunity was not lost on the Liberals. Party volunteers were provided with speaking points to help them persuade family and friends over dinner to vote Liberal. The Liberals surged and formed a majority government.A recent poll indicated that 41 per cent of eligible voters are still undecided in this election, three quarters of whom say they will decide in the last days of the campaign. The current decentralized mass media has made it increasingly difficult to reach a large audience at one time.Article contentSports are an exception. The Stanley Cup Playoffs create an opportunity for political parties.Audience demographics are important. Not everyone watches hockey. Hockey is the favourite sport of Gen X and boomers in Canada. It is less popular with millennials, and even less with Gen Z. Women are watching more frequently than before. Montreal made the playoffs and Vancouver did not, which will influence audience size in those cities.Toronto is playing Ottawa in the first round. Poilievre and Carney both represent Ottawa ridings. They will have to decide if they want to wear a Senators jersey and risk the ire of Leafs fans.The Canada win over the U.S. in the final of the Four Nations Face Off in February exemplifies how emotional people can get when it comes to hockey. No political debate could unleash this emotion.There exists in the first round of the playoffs the opportunity and challenge for political parties to make their final pitches to large audiences, oscillating between optimism and anxiety about their teams but also with deep concern about their personal well-being during economic uncertainty.Whoever can connect with these audiences in the moment may seal a path to victory, just as Trudeau did in 2015.Kevin Quigley is scholarly director of the MacEachen Institute for Public Policy and Governance at Dalhousie University.Article content
COMMENTARY: Will the Stanley Cup Playoffs influence the election outcome?
