The NHL somehow found a way to balance the Columbus Blue Jackets and the Ohio State Buckeyes perfectly in the Stadium Series game at Ohio Stadium on Saturday night. It made for a terrific display celebrating Central Ohio sports.
When the NHL started planning its visit to Ohio Stadium this spring, one of the first concerns that popped up around the CBJ fanbase was the league making the game more about the Buckeyes than the Blue Jackets.
It was a valid concern from a fanbase long overlooked by basically everyone outside of its own die-hard fanbase. The Blue Jackets came into the league in the shadow of the storied Buckeyes traditions and successes. Of course, they've done themselves no favors by being mostly terrible through their entire existence - while the OSU football team perennially finds themselves in National Championship discussions.
Naturally, with NHL taking its game outdoors at the Shoe, a lot of assumptions were made. Would the Blue Jackets and Red Wings actually swap colors to match the Ohio State (scarlet)/Michigan (blue) rivalry? Would the entire event become some kind of cringe-fest based on adaptations to "The Game"?
Fortunately, thank goodness, the league didn't fumble the ball here. I thought they did a terrific job walking the line, merging both brands together in ways that were unexpected. They honestly nailed it, and there were a few things that really stood out.
Steve Mayer and the NHL did their homework.
To say that Ohio State Buckeyes football is steeped in tradition, would be a vast understatement. The team dates back to 1890, sitting second in NCAA history with 978 wins (that team from up north is first with 1,012). Obviously, playing at their cathedral meant that this game was going to have some OSU elements tied into it.
First up, maybe the most noticeable element to fans of both teams was the inclusion of the Ohio State "Block 0" around the ice, bordered by the Union Blue worn by the Blue Jackets. This is a reference to the Buckeyes' cheering organization and student section; as well as a special number in football team usage. I thought this was very tastefully done. It was a subtle enough reference that didn't stand out and take away from the other elements around the rink.
Tying into that was the stripe across mid-field; or from a closer perspective, center ice. A tradition on the helmets of the Buckeyes, the stripe felt like an extension of the center ice red line, on top of being an obvious homage to the university. At the center of this stripe was the CBJ logo featuring the cannon, which fired before game, after each goal, and signifying the win. This again showed a merging of both brands.
The area surrounding the ice was also littered with the famed Buckeye leaves - along with some cannon logos for the Blue Jackets. After each goal scored by the home side, a new cannon was added to the display. Clearly, the NHL studied both teams' histories in depth, and found creative ways to mix the brands without destroying any traditions from either side.
TBDBITL was the cherry on top.
Finally, we cannot overlook the Ohio State University marching band, better known as "The Best Damn Band in the Land". Their pregame performance of Script Ohio on the ice was impressive to watch. They played during stoppages, and even performed the Blue Jackets goal song "The Whip" after each goal scored.
Since coming into the league, the Blue Jackets have fought an uphill battle with the Ohio State University for some of the market share around Columbus. But on this night, in their 25th year of existence, the Jackets and Buckeyes merged Central Ohio's two most beloved sports brands together and found a way to coexist and sell both teams at the same time.
In the end, it felt like a coming out party for the CBJ to the rest of the world. Tapping into the Ohio State well was much needed, whether we wanted to admit it or not. The best part: it was done in a way that was tasteful for both brands. Bravo, NHL.