Just slightly over 17 years ago Sports Illustrated ran a cover story that proclaimed the NHL was hot, while the NBA was not. Yes, at one point hockey was cool in a mainstream way.

The New York Rangers just won their first Stanley Cup in over 50 years. There were major stars in all the major American markets: Wayne Gretzky in LA, Mark Messier in New York, Mario Lemieux and Jaromir Jagr in Pittsburgh, Jeremy Roenick in Chicago, Steve Yzerman in Detroit, and Cam Neely in Boston. It was a good time for the NHL.

It was such a good time that newly appointed commissioner Gary Bettman continued aggressively expanding the NHL into non-traditional markets. It seemed like a good idea at the time (well, as long as you weren’t Canadian and violently opposed to such things).

What happened next was a decade of decline.