Calling Canuck fans everywhere

Hockey Betting Lines

07/09/2010 - Toronto, Canada (Sportsbook Betting Lines) - The word "frenzy" is often used to describe the NHL's free agency period, but sitting here today on July 9th, the word "flop" might be more appropriate in describing the excitement level amongst hockey fans.

In the first two days of free agency there were 52 new contracts handed out, and there have been only seven since.

It would seem that general managers are playing a waiting game, holding their cards close to the vest in order to see how the landscape will look once superstar Ilya Kovalchuk decides on a new home.

After the Russian sniper signs, effectively taking this year's stud off the market, one can expect the deals to start hitting the news wire at more of a brisk pace.

For now, it will be the smaller stories that get some attention, and the Vancouver Canucks are serving up some fodder for the hockey world in that regard.

It was announced earlier in the week that the Canucks would be partnering with Rogers Communications, Canada's largest cable and mobile phone provider, in a sponsorship deal.

By acquiring the naming rights to the team's downtown stadium on Tuesday, the concrete behemoth at 800 Griffiths Way, previously known as General Motors place, will now be Rogers Arena.

Canucks owner Francesco Aquilini and Rogers president and CEO Nadir Mohamed agreed on the 10-year deal that will not only result in the name change, but also some exploration into using the media giant to reach out to Canucks fans.

"We will partner with the Canucks to explore new and revolutionary ways to use wireless technology to engage Vancouver fans any time, any place," said Mohamed, who grew up a Canucks fan in British Columbia.

By the sound of it, some interesting new digital outlets could be developed to enhance the franchise's relationship with its rabid fan base.

The Canucks already have an extremely successful iPhone application on the market, showing how they value the opportunities to connect with people in this digital age. This new partnership is an expansion of that media savvy.

Rogers can add this relationship with the Canucks to their already-impressive resume in pro sports ownership, management and marketing.

The media giant also owns the Toronto Blue Jays franchise and their home turf (Rogers Centre), as well as the naming rights to the ATP pro tennis tour's Canadian pit stop the Rogers Cup.

On the hockey front, the Canucks have made some moves that should contribute to their on-ice success as well.

By signing free agents Dan Hamhuis and Manny Malhotra and trading for the Florida Panthers' Keith Ballard the Canucks have beefed up at both ends of the ice.

Hamhuis, 27, turned down more lucrative offers to play in his home province and will be the lynchpin of the defensive corps, while Ballard, also 27, will join Hamhuis among the top four on the back end and will be an injection of quickness and durability. The move to get Ballard could also allow the Canucks to explore the possibility of moving oft-injured defender Kevin Bieksa for some more scoring punch up front.

With the signing of Malhotra, the Canucks add a gritty third-line center who won more than 60 percent of his draws last season. The face-off specialist will take a leading role on the penalty kill that finished 18th in the league last year.

The Canucks have sent a strong message to the rest of the league, that they believe the window for a Stanley Cup is wide open.

And by partnering with Rogers, it looks like there will be even more ways for Canucks fans to enjoy the ride.