However, efforts to increase the cap and attract new ownership have taken a backseat to unpopular advertisements on equipment and digital boards. Despite the league's growing revenue and players shouldering escrow debt, AND the word around the salary cap raising $3-4M was liked by fans and many more...
The salary cap will ONLY rise by $1 million next season, contrary to earlier expectations. NHL sponsorship revenue reached $623 million in 2021-2022 and is projected to double this season. This begs the question of why the owners and Gary Bettman persist in asserting financial difficulties.