Dana White slams the NHL: “They're all old, dumb f****** people that have no idea what's going on.”

The NHL just wrapped up its first Stanley Cup Final with new broadcasters TNT, ESPN and ABC and well... the ratings were atrocious.

In fact, the series clinching game, Game 5, featured the worst Stanley Cup Final ratings in 29 years. Only 2.72 million viewers watched the Vegas Golden Knights hoist the Stanley Cup, the lowest figure since 1994 when the New York Rangers defeated the Vancouver Canucks. What isn't reported in those numbers though is the fact that the Rangers/Canucks game was blacked out in New York due to a regional coverage rights issue. So... there's a good chance that this series was the least watched Stanley Cup Final in modern television history. Yikes...

Why? 

Several reasons, really. The two teams aren't exactly marquee names. The Golden Knights were heavy favorites after the series started. And, frankly, it's June... who wants to watch hockey?

The bigger problem though, I contend, is that the NHL has absolutely zero fucking clue how to market itself. It's a dying brand in a dying industry. Professional sports simply do not command the attention of today's youth like they did in the past. If you're a kid and you have access to the entire Internet's library of entertainment, are you really gonna tune in to a hockey game between two teams you've never heard of? And one that's filled with terrible sports betting ads, no less. Nah... they'd rather just scroll TikTok and, honestly, I can't say I blame 'em.

You know who else agrees with me? UFC President Dana White.

The controversial NELK Boys of YouTube infamy recently went viral after claiming that the NHL refused to work with them. To which Dana White said:

"Fuck 'em. They're all old, dumb fucking people that have no idea what's going on. Where this younger generation is, where they're going, how you reach 'em, all that shit. It's all old, dumb fucking journalists."

- Dana White

Check it out:

Honestly... I'm not the biggest Dana White fan, but he's 100% bang on the money with this. The NHL has no clue how to market to younger people and, frankly, is losing grip on the middle aged and senior markets, as well.