from David Friend of the CP at The Score,

Consultancy firm Brand Finance, which tracks the clout of brand names in the real world, estimates that the NHL will lose nearly US$328.2 million in brand value in 2013 as fans spend less money on hockey in the coming year.

Much of the fallout comes from casual hockey fans who have decided to look elsewhere for their entertainment, said Brand Finance managing director Edgar Baum. He said the hockey league has offered what some people deemed too few incentives to return to arenas.

"It is possible to recover (the brand value), but we're not seeing any indication that's going to happen," Baum said.

The brand value report was coupled with a survey of Canadian hockey fans completed by its partner firm Level 5, which showed that 41 per cent of casual hockey fans are feeling "more negatively about the sport" after the most recent lockout.

"The difference this time is that they are going back with a big chip on their shoulder," said David Kincaid, managing partner and CEO of Level 5.

"The chip on the shoulder becomes interesting when next year's season tickets come forward, when the indulgence of the rush back to the game is taken care of, and we're back to business as usual."

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