When Cory Doctorow first used the word enshittification in 2022, he was warning that the internet’s promise was being hollowed out by a cycle of degradation that starts with a platform’s appeal and ends in a degraded experience for users.
In the world of Canadian hockey, that pattern has become unmistakable. What once was a free flow of games on CBC and a handful of independent radio stations has been replaced by a tightly controlled broadcast regime anchored by Rogers Communications.
The price of fandom
The shift culminated in the recent announcement that Rogers will now hold the exclusive rights to NHL coverage, pushing the network’s flagship Sportsnet service to raise its subscription fees. The standard tier now costs $34.99 per month, up from $29.99, while the premium offering climbs to $44.99, a modest but noticeable jump that signals a broader trend of monetizing live sport.
Alongside higher prices, gambling advertisements have proliferated across pre‑game shows, halftime breaks and even the commentary itself. While the ads provide a financial lifeline for broadcasters, they also blur the line between sport and betting, raising concerns among viewers about the commercialization of a pastime that has long been a family ritual.
Ads that bet on the game
The media landscape is itself in flux. Independent voices that once carved out niches on the internet are now contending with the same revenue pressures that have long plagued traditional outlets, forcing many to chase sponsorships or adopt subscription models just to stay afloat.
For youngsters who dream of stepping onto the ice, the cost of participation has risen in tandem. Equipment, rink time and travel expenses have all climbed, turning what was once a community‑driven activity into a pricey endeavour that bars many families from participation.
Even the cultural touchstones that have survived the commercial shift are feeling the strain. The 120th edition of the Vermilion Fair, billed as the longest‑running fair in Western Canada, showcases a community that clings to tradition while navigating a world where even local events must contend with corporate sponsorships.
Looking ahead, the sport’s calendar will soon feature the Nation Golf Tournament, backed by GMC and slated for August 28, 2026, a reminder that the intersection of sport, branding and large‑scale events continues to expand.