Ever since the NHL strike was resolved Rogers Sportsnet has been running NHL related ads with the tagline "Hockey that matters." Personally I'd find that very insulting if I were a fan of non NHL hockey. If we're to take that statement at face value Sportsnet thinks if its not the NHL then its meaningless as far as hockey goes. Any sort of other hockey they broadcast during the strike? It was all meaningless. Olympic hockey, or other international "amateur" tournaments? Also meaningless. University hockey? That too.

Nice move, guys. Insulting possibly large segments of your potential hockey audience.