"Hockey Hysteria: New Study Reveals the Unpredictable World of Canadian NHL Fans A recent study has shed light on the passionate and often polarizing world of Canadian National Hockey League (NHL) fans, with a surprising twist: they're getting tougher to follow than ever. The research, which analyzed the behavior of fans from the Toronto Maple Leafs and Montreal Canadiens, two of the league's most iconic teams, found that their loyalty and dedication have become increasingly complex and nuanced. As the NHL continues to navigate issues such as player safety, concussion protocols, and social justice, fans from these two teams are navigating their own moral compasses, making it challenging for teams and sponsors to understand and cater to their needs. With the study's findings, NHL teams and marketers may need to rethink their strategies to keep up with the evolving expectations of these die-hard fans."

Maple Leafs, Canadiens Fans Tougher Than Ever to Follow NHL  heavy.com