Jody Shelley Returns to the Blue Jackets

The Blue Jackets front office gained a familiar face today with the announcement that Jody Shelley will be joining the CBJ broadcast team. Shelly was a fan favorite during his seven year tenure with the team and the response to his return has been positive. Shelley played in 380 games for the Jackets and while he totaled 29 points (11G, 18A) in that time, he is remembered for what he did with his fists. Shelley’s 1,025 penalty minutes makes him the all-time team leader in the category and his 249 penalty minutes in 2002-2003 remains a franchise single season record.

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Now that he is retired, Shelley is looking to take on a less aggressive role with the team. According to bluejackets.nhl.com, Shelly will be featured in several broadcasting roles; including appearances during home game telecasts, serving as a second analyst between the benches, Jackets TV online content and co-hosting a weekly radio show on 97.1.

The decision to hire Shelly is significant for two primary reasons. First, it shows that John Davidson and his new front office understand the importance of building and supporting the fan base. By bringing back one of their favorite players to be the broadcasting face of the team, the front office shows they understand the history of the team and who the fans identify with. Additionally, Shelly fills the void that was left by the departure of Tyler Wright from the front office. It is important for a young team to build an alumni base, but it is often a difficult task when many of the players who have worn the Union Blue are still active. By taking on a broadcasting role, Jody Shelly will serve as the face of the Blue Jackets alumni and give the fans a former player to rally behind.

Former GM Scott Howson had a verbal agreement in place with Vinny Prospal that would allow him to transition to the front office after retiring, but so far it seems that this agreement departed with Howson. This concerned many Jackets fans who felt that it sent the wrong message to players looking to transition into other roles with the franchise. Bringing back Jody Shelley sends a message that the Jackets are a family and will take care of their own after their playing careers are over.

While it is the performance of the on-ice product that Blue Jackets fans care about most, it is important for the front office to improve the public image of the team. Jody Shelley will be an ambassador to Blue Jackets hockey and further grow their brand with new and old fans.