Why the "Hoser Game" is so important to the Winnipeg Jets and their fans

Taste is subjective, and there’s no accounting for it in others. One person’s trash is another’s treasure, and so on. Platitudes aside, the Winnipeg Jets’ “Hoser Game” was, to me, a rousing success. Moreover, it signals that True North Sports + Entertainment (TNSE) is evolving its understanding of fandom—and its willingness to cater to it.

As a season ticket holder for 15 years (through various iterations), I’ve never felt TNSE was overly concerned with the fan experience—at least not until the Jets stopped selling out home games. TNSE had the luxury of relying on the exuberance of one of the most animated fan bases in professional sports. When that exuberance waned, so too did TNSE’s apathy.

A hockey game is typically three hours of watching time, but only about one hour is spent on actual gameplay. Quick math: that leaves fans with roughly two hours of “idle” time as consumers. Yodelling groundhogs and pizza giveaways get stale quickly, so theme nights (again, to me) are a much-needed boost of adrenaline.

Why do people root for and support local hockey teams? Without getting too philosophical, it’s largely to feel part of something bigger than themselves—and to get wrapped up in a unique experience. So ’90s Night, Country Night, the Hoser Game, and Après Ski Night are all solid attempts by the Winnipeg Jets to infuse creativity and levity into the fan experience. More, please.

What were some of the notables from the “Hoser Game” against the Colorado Avalanche?

The Good

The Winnipeg Jets defeated the league-leading Avalanche in a somewhat stunning upset. Mark Scheifele, Kyle Connor, and Connor Hellebuyck led the way, and Elias Salomonsson continues to look NHL-ready. More importantly, the team’s effort level far surpassed that of their previous two matchups. It was a terrific hockey game.

The trapper hats are elite, and TNSE did not skimp on the presentation. It was a well-executed giveaway. What’s more, Bob & Doug McKenzie’s Strange Brew is sacred text to me—quintessentially Canadian, and a piece of Canadiana that informs some of my sensibilities. Infusing the game with clips from the beloved SCTV characters was well done.

Having actor—and noted hockey enthusiast—Will Arnett explain Canadianisms on the Jumbotron also seemed to play well with the crowd. It showed a willingness to take a swing at something new. These at-bats might not always succeed, but the effort is appreciated.

The Less Good

Mach 10—the Winnipeg Jets’ answer to what would happen if the Palomino Club were a band—is not my bailiwick, but I do appreciate that some folks enjoy their eclectic blend of live music.

The Jets did get outplayed:

But this is an instance where micro-stats don't paint a complete picture. While the Jets were outplayed in the third period (the product of being up 2-0), the first two periods were tightly contested. I thought the Jets did an admirable job tying up Nathan McKinnon and Cale Makar throughout.

All told, the “Hoser Game” was a success. There are pockets of fans—each with different interests—everywhere. Tragically Hip Night, Tuxedo Night, Ladies Night: all would find traction. Find them, True North Sports + Entertainment. We are ready to engage.