My New Favorite Hockey Team: the 1980s Sudbury Wolves

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Meet Paul DiPietro of the 1986 Sudbury Wolves, a team in the Ontario Hockey League. I’ve probably seen this photo before (reader Wade Heidt linked to it in a comment back in June), but I didn’t really see it and feel it until Twitter-er […]

Very Bad Sports Marketing Idea: Making Heroes Grovel for Cash

To entertain hockey fans in Sioux Falls, they have teachers run across ice in a desperate scramble for $ to equip their classrooms.

We’re just a few sharpened sticks away from public education Squid Game.

— Bill Weir (@BillWeirCNN) December 12, 2021

Back in March 2020, when the […]

Fleur-de-Leo: New ECHL Team Releases Spectacular Logo

A team logo by itself doesn’t usually do much for me. I mean, I like a good logo as much as the next guy, but I usually want to see how the logo looks on a uniform, how it fits into a fully integrated identity system, and so on. That’s why I usually don’t […]

Does William Perry Know About This? Admirals Reveal Fridge-Themed Logo Mascot

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It’s not often that I have occasion to write about minor league hockey. But the AHL’s Milwaukee Admirals — that’s the top affiliate of the Nashville Predators — yesterday released a new 50th-season logo that’s definitely worth discussing. I love it, but I’m also conflicted about it.