From an interview with Gene Simmons on MSNBC:

Q: What would you say has been your biggest failure?

A: I haven’t had too many big ones but for the past two years, I’ve been dancing with Gary Bettman [the NHL commissioner], trying to figure out some way to [get him to] hire Simmons Abramson. It hasn’t happened yet.

Q: That’s a failure, your inability to seal a deal with Bettman?

Simmons Abramson is the marketing firm founded by Gene Simmons and Richard Abramson, currently responsible for branding an Indy race near you with the slogan: “I Am Indy.” (Clever, clever stuff.)

So, would you hand over the NHL’s marketing to Gene Simmons? Well, the NHL did that once already, actually…