Sean Avery Is Good For The NHL

By Brad Lee
When the Dallas Stars visit St. Louis Thursday night, they will bring with them the most controversial player in the entire NHL. Sean Avery tries to be a dick. And he's good at it. But that's not necessarily a bad thing.
The facts are indisputable. Avery led the league in penalty minutes twice while with the Los Angeles Kings. In a 2007 The Hockey News poll, 66 percent of NHL players voted Avery the most hated player in the league. The NHL has fined him for diving and criticizing officials. His actions last year in the playoffs pushed the league to create a rule just for him. He's been accused of making inflammatory comments during games about the race and serious illness of opposing players. In just two games this season he's earned 27 penalty minutes and was given not one but two game misconducts during a single game. Now that is hard to do.
And yet with all that baggage, all the vitriol and all the examples of how he's a Grade A dick, the guy can make a team better. When Avery was in the lineup for the New York Rangers last season, the team was 19 games over .500 with him and four games under without him. The Stars this past summer signed him to a four-year, $15.5 million contract. It should be noted that the contract was offered by Stars general manager Brett Hull, a former teammate and roommate of Avery when both played in Detroit. I would guess Avery's agent accepted the contract without asking his client and immediately declared "no takebacks." It should also be noted that through two games before the Stars host Nashville tonight, Dallas is 0-1-1.
All this and I haven't even mentioned him dating actress Elisha Cuthbert or super model Rachel Hunter or how Avery spent his summer as an intern at Vogue magazine. That summer job caught the attention of ESPN reporter Rachel Nicholls. She did a recent piece on Avery for the news magazine E:60. During their time together, they went clothes shopping and he rated a store's selection of purses. He told a story about stealing his babysitter's dolls to dress them. He also talked about going to fashion shows and making new gay friends in Dallas.
When asked about being named the most hated player in the league, Avery said, "I like it. It's what I do. I try to go out and make the opposing team's life miserable."
Like I said, he tries to be a dick. One example came during a playoff series vs. the New Jersey Devils last season. On one possession Avery parked himself in front of goaltender Martin Brodeur. Instead of putting his back to the goalie like most other players, Avery faced Brodeur holding his stick in the air. He then got as close to the goalie as he could in a "I'm not touching you!" sort of way and commenced waving his stick in Brodeur's face attempting to screen/distract him.
Even while he was doing it, teammate Chris Drury skated over and said something, pretty much telling him to knock it the fuck off. Of course for Avery's sake, he scored a goal the next time down the ice. During the post-series handshake, Brodeur refused to shake Avery's hand. Shortly after the stick waving incident, the league changed a rule (during the postseason, mind you) banning that type of activity. It was immediately called the Avery Rule. The dick even got his own penalty.
"It would certainly be good for the game if we marketed the game. But the NHL does a terrible job of marketing. They haven't figured it out that villains and heroes are what sells," Avery said in the ESPN interview. "Our commissioner hasn't realized that he needs to do a better job of marketing the game and the players in it. No one cares about Jarome Ignila and guys like that. They're not exciting enough."
Now there's a guy who gets it. What Avery is saying is the secret to professional wrestling's enduring popularity. Every WWE match has a hero and a heel. The fashion thing, the Hollywood girlfriends, the antics on the ice and the sound bytes off it, the whole package equates to a character he's playing. And his whole message is that the league needs more characters. I can't agree more.
Too many players in the NHL are small town, down to earth, quiet Canadian farm boys. Or they're from Sweden or Russia or some other Eastern European country and barely speak English much less show a personality.
Sure the NHL needs to market its star players like Crosby and Ovechkin. That's easy. But those are just two guys in a league of 30 teams covering two countries that spans from southern Florida to Vancouver in British Columbia. If this was baseball, reporters would talk about Avery being Avery. In football he'd be talked about like Chad Ocho Whatthefucko and TO. But in a conservative, white-bred sport like hockey, he's targeted. Sure he's earned the hate, but why aren't there more like him? In the halcyon days of the Blues-Blackhawks rivalry, St. Louis fans loved to hate Chelios, Roenick, Goulet, Larmer and Belfour. Especially Belfour. Hate breeds rivalries. Rivalries sell tickets.
So when Avery takes the ice at Scottrade tomorrow (assuming he's not suspended or something), it's cool to boo him. And it's also cool to cheer when he gets his ass kicked by Cam Janssen. After all, he's still a dick.
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I don’t like Sean Avery. I root for someone to take his head off with a clean, but devastating, hit (think Tucker-Kapanen.) There are many who do the same every time their team has faced the Kings, Rangers and Stars.
It is because of this I have to agree with you. He’s good for the game because the game needs personalities – good guys and bad. As a Blues and Caps fan (in the DC area) I remember how much everyone hated Dale Hunter and how much we loved him. A guy like Avery is good for the game as long as he doesn’t drft towards NBA/NFL style off-ice problems. He’s an arrogant metrosexual jerk who plays dirty, but I think he’s far from a criminal or thug.
by Andrew Conlin on Oct 15, 2008 5:32 AM CDT reply actions
From Wiki: (it’s just too good NOT to share it)
Avery and Anaheim Mighty Ducks broadcaster and former Montreal Canadiens goaltender Brian Hayward had a heated discussion in the Kings dressing room on April 7, 2006, over Hayward’s on air comments during the April 4 Kings vs Ducks game, in which he accused Avery of avoiding a fight with Ducks’ forward Todd Fedoruk. Avery began the argument by uttering that Hayward was an “embarrassment”, a “(terrible) announcer”, and was a “(terrible) player”. Hayward responded by saying “How would you know? When I played, you were in your third year of eighth grade.”
Brad, you really hit the nail on the head right. In a twisted sense, pieces of shit like Sean Avery are good for hockey, but that doesn’t mean that I won’t stop praying to the Hockey Gods that somebody catches him with his head down in the Neutral Zone.
by JGB on Oct 15, 2008 10:22 AM CDT reply actions
There’s a special category for guys like Avery. Douchebags like Simon, Hollweg, etc think that they’re just a player that’s driving hard, finishing checks, and then “whoops! i almost killed a guy”. Avery is calculating… he’s trying to be a dick. And, as far as i know, he’s not dangerous.
by Tim on Oct 15, 2008 12:23 PM CDT reply actions
phhttt. this is what is wrong with hockey. I mean do i really want to see tyson nash playing against sidney crosby? no.
this ain’t wrastlin. how is having idiots good for the game because it upsets people?
that is like saying dahmer is good for the miusic biz cos the violent femmes got a song out of it.
that nixon is good for politics cos it gave us after school television that wasn’t gilligan’s island and matt groening still can make money out of his disembodied head
or that the office slut is good for morale
if you need a slut like avery to boost your hockey morale you ain;t a fan and need to head to detroit and get fucked
by Childhood Trauma on Oct 15, 2008 12:25 PM CDT reply actions
Avery is definitely a marked man, especially coming into tomorrow night’s game. I haven’t heard what was said, but Backes was on the radio last night with Strickland and they were talking aboot Avery talking shit in the media to Andy Murray. Backes basically called it bush league and it looks like Avery will have a bulls eye on his sweater tomorrow night. Here’s to hoping he gets pounded!!
by Mrthe2th on Oct 15, 2008 12:35 PM CDT reply actions
CT, if tyson nash could reduce Crosby’s effectiveness, then you’d absolutely want him out there.
by Tim on Oct 15, 2008 12:44 PM CDT reply actions
Reg Murray: We got a whole new attitude.
Andy Strickland: What about the Janssen? He’s not just a bully?
Reg: Just a bully? He scares the bejesus outta everybody!
AS: Deliberately? – Well…
Reg: I’d like the folks to come down and watch us cream them punks from Dallas. … I have a personal announcement, though. I am placing a personal bounty on the head of Sean Avery. He’s the chief punk on that Dallas team.
AS: A bounty?!?
Reg: Yeah. A hundred bucks of my own money for the first of my men that nails that creep.
AS: That’s seven thirty Thursday at the Scottrade Center - Dallas and the all-new St. Louis Blues.
———
RING
———
Cam Janssen: Reg? It’s Neanderthal.
Reg: Oh. Hi, Neanderthal.
Cam: I want that $100.
Reg: Well, you gotta earn it, Neanderthal.
by Milo on Oct 15, 2008 1:17 PM CDT reply actions
nope. and not cam janssen either. i’m pretty sure john wayne gacy reduced 18 year old boys effectiveness, nixon reduced the rebulicans, and sluts reduce work productivity.
so your way off.
i rather NOT win the cup the win it with janssen injuring someone with a board along the way.
and anyone wishing for the reverse really needs to rethink their love of hockey. cos that ain’t love. it ain’t even like. its parasitic scadenfreude.
we need to get the s&m out of hockey and back in the fake dungeon basements where it belongs
and ANYONE who thinks i’d rather have one more health non-blues star than one more blues cup doesn’t really know me that well.
the avery, janssen, dale hunter, mcsorley, tyson nash crap never had a real place in hockey, and its flourising under the fickle finger of fate that is basketball jonesing Buttman has nothing to do with what the game is, was, or should be
and ANYONE who is silent on the topic is putting their hand down buttman’s pants and stocking him with five hamiltons
by Childhood Trauma on Oct 15, 2008 1:17 PM CDT reply actions
Perfect explication of how the league is marketed poorly – I touched on a parallel marketing-related topic in my article for tomorrow night’s game, but had neither the space nor the mental capacity to put it like that.
I agree that Avery is good for the league in a similar way that someone like Chad Johnson is good for the NFL – #85 definately has more relative talent to offer to his game, but Avery’s pace of putting up a point in just over every 2 games and a positive +/- rating indicate that at least he has something to offer out there on the ice on top of the love/hate attention that he gets.
Add Avery to the list of embarassing goons that I’d rather have on this team than Janssen… 110 career games, 1 goal (I have to imagine that’s an empty netter), 1 assist, and a -7 rating to go with 227 penalty minutes. Worthless, talentless, fucking embarassing punk.
by The Fantasy Files on Oct 15, 2008 1:26 PM CDT reply actions
and ANYONE who thinks i’d rather have one more health non-blues star than one more blues cup doesn’t really know me that well
NOT rather have one more healthy star…
siiigh
and just by -the-by. if the blues need to intentionally, or cost effectiveness a high chance of injury to a star player to win they cup, they don’t deserve to, eh?
by Childhood Trauma on Oct 15, 2008 1:42 PM CDT reply actions
I could care less about punks like Avery.
It’s punks like Holloweg, and in his time Brian Marchment, who I’d like to personally meet in a dark alley and end their career.
by Pagan on Oct 15, 2008 1:49 PM CDT reply actions
Take out the instigator rule, problem nearly solved.
by Stlchapman on Oct 15, 2008 2:37 PM CDT reply actions
if the nhl needs morons like avery to be popular, america is totally screwed up.
by david on Oct 15, 2008 2:51 PM CDT reply actions
Speaking of morons, If you go to yahoo’s NHL page they have who is hot and who is not. Somehow matt walker is the 3rd hottest d-man. Who would have thought.
by IrishBlue on Oct 15, 2008 3:44 PM CDT reply actions
I disagree with you that the NHL needs a heroes/heels script like WWE. First WWE is totally scripted, and the outcome is predetermined. The spectacle is what’s important. Hockey, is still a sport, not just spectacle. At its best, the excitement is created by the players’ talents, the speed and physicality of the game, and the fact that the outcome of each game hangs in the balance when the puck is dropped at the beginning of the game.
Second, Avery is a very effective player, the antics and agitation he causes aside. But if he had to put his body where his mouth is, I suspect he couldn’t be half the “pest” he is now. In the old days, somebody whose mouth ran could expect to be clobbered and his teammates wouldn’t stick up for him. Alligator mouths on guys with hummingbird balls weren’t tolerated – even by their own teammates.
Hollweg? Needs to be 1) held accountable on the ice for his actions, which is hard to do since he’s thrown out of the game immediately after his illegal, dangerous play, or 2) suspended permanently—ah, that’ll never happen. Bertuzzi damn near killed somebody and he’s still playing. I figure it’s just a matter of time before our version does the same thing. And I’m going to get really depressed about the state of hockey when it happens, because if it happens here, there are going to be a lot of so-called fans who are going to cheer “the hometown boy” when he waves his hands in the air.
by The Goalie Guy on Oct 15, 2008 3:45 PM CDT reply actions
If Bertuzzi destroys Sean Avery, he will have totally redeemed himself as a human being and hockey player.
by pdub on Oct 15, 2008 4:12 PM CDT reply actions
See, this is the point I was trying to make, that Avery is NOT the same as the outright thugs like Hollweg and Simon… Avery gets under your skin, but isn’t a dangerous player. That is the distinction that makes him marketable. His rep brings people to the game, the game itself is what brings them back. It’d be nice if a first-time game attendee could sit down and understand the subtleties of the game, but that ain’t gonna happen. Those are the very people that the league is marketing the game to. And remember, half of Avery’s rep is what he does off the ice. If the NHL could harness a portion of that vibe, it could be useful.
While I’m at it, don’t friggin’ crucify Cam before he’s done anything. Half you guys seem to be ready to tar and feather the dude, and he’s not done anything yet. Lighten up, Francis.
by Tim on Oct 15, 2008 5:08 PM CDT reply actions
“What Avery is saying is the secret to professional wrestling’s enduring popularity. Every WWE match has a hero and a heel.”
And all this time I thought it was the half-naked chicks with fake tits.
As far as Avery goes, I think it’s undeniable that he does attract attention. However, some of the stuff that he does comes off as borderline retarded. I can’t help but think that if I hadn’t been an NHL fan before the Avery/Brodeur incident that I would have laughed so hard I puked, and then thought “Wow, the NHL must be a joke.”
Who knows maybe more behavior like his would attract fans. As for me, that crap takes a great game and makes it look like childish, bush-league amateurism.
by Dan on Oct 15, 2008 6:34 PM CDT reply actions
Btw, nice job picking a topic that would get us all worked up Brad.
by Dan on Oct 15, 2008 6:37 PM CDT reply actions
the sean avery isn’t a goon mentality is not really on mark imho. while he may be entertaining, his goonishness is represented thusly.
his “skill” is 167 points, 8 more than jamal mayers
his goonishness is over 6.5x as many penalty minutes at 1094.
oh jamal has 763. 4,8x as many.
avery is in the tyson nash/ jordan tootoo point vs minutes catagory, not the jamal mayers catagory, and CETAINLY not a “he got himself some skillz and shows it on this ice so without the goofy goonishness he would still be an asset” class
by Childhood Trauma on Oct 15, 2008 8:12 PM CDT reply actions
Did you just compare Sean Avery to Jamal Mayers? That’s hilarious.
Jamal Mayers: 598 GP, 159 Pts = .27 PPG
Sean Avery: 381 GP, 167 Pts = .44 PPG
NO comparison
Also of note
Jamal Mayers career +/-: 79 : +11
Sean Avery career +/
Again, NO comparison.
Say what you will about Avery’s antics but, in almost every respect, he is at least TWICE the player Mayers ever was, is, or will be.
by Evil Disco Wayne on Oct 15, 2008 9:22 PM CDT reply actions
i didn’t compare points per game, rather penalty minutes per point. try that same hack job using penalty minutes per game and never back down gutty jamal makes goonie avery look like a pile of buffalo shit on “take a big buffalo shit day”
remeber jammers is NOT skilled and we all now it. avery is according to his mother.
by Childhood Trauma on Oct 15, 2008 9:38 PM CDT reply actions
actually just let me save you that time big boy
mayers 1.27 pm/g
avery 2.87
tootoo 1.75
tyson nash 1.79
cam janssen 2.06
bryan “knee job” marchment 2.49 AND A D_MAN TO BOOT!!!!
so you and mrs avery get together and kiss sean’s ass a bit more, okay?
by Childhood Trauma on Oct 15, 2008 9:45 PM CDT reply actions
I would rather have a dick like Avery crossing the line with his mouth, than a piece of shit like Simon, Hollweg, Janssen, Downie. McSorley crossing the line AGAIN with a dirty hit.
Is there anywhere with a list of each and every suspension handed out by the NHL?
by LosBri on Oct 15, 2008 11:37 PM CDT reply actions
stats are stats, the important distinction is that nobody’s been almost killed because of Avery’s shenanigans. That may be a backhanded compliment, but i think that’s an important difference.
by Tim on Oct 16, 2008 12:06 AM CDT reply actions
Avery also can play this game at a trmendous level. I love what he does except when he crosses the line on some of the verbal comments. Surely it’s easy to make fun of a guy without talking about fucking his wife who is dying of cancer or something like it.
What Sean did to Marty last year was awesome. It’s no different than a basketball player on defense trying to shield the guy with the ball’s eyes. I can’t believe the NHL made that stupid rule. Avery was risking himself by doing that with his back to the play and standing in front of the net. But it sure as hell worked.
The other negative aspect is I saw footage of a Dallas practice and everyone is sitting around the coach receiveing instructions and Sean is in the background away from everybody skating around not paying it any mind. He’s a character. He can piss you off. Get you off your game and completely do it when he nets a goal.
by Chris D. on Oct 16, 2008 10:28 AM CDT reply actions
Coach Q replacing Savard up in Chicago.
I’d say that adds juuuuussst a little bit to the rivalry
by Poor College Student on Oct 16, 2008 12:46 PM CDT reply actions
Now that everyone else has had their say, I’ll throw my opinion about Avery out there. I don’t like him, but he’s not the same kind of player as Simon, Hollweg, or Janssen. Avery is a slashing the back of your legs and taunting you about your wife’s miscarrige dirty. Those other guys are potentially neck-breaking dirty.
As for his skill set, Sean Avery is more skilled than Jamal Mayers (shocking huh?). I like Jammer, but he is a fourth liner. Avery has the talent to be a good 3d liner to a decent 2nd liner. His MOST prolific season’s offensive stats are comparable to what Eric Perrin and Steve Reinprecht scored last season, just under 50 pts. The difference is that in Avery’s big season he also had over 250 penalty minutes.
The point is that if he wasn’t such a dick, we would barely know who he is. Instead, there are now 30 posts on a Blues fan site about what a cocktooth he is. This is also the reason why he has played on four different teams since 2003.
by Manbone on Oct 16, 2008 2:09 PM CDT reply actions

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