For over two decades, the NHL has relied on Pittsburgh Penguins captain Sidney Crosby and Washington Capitals superstar Alex Ovechkin to sell “The Coolest Game on Earth” to new fans and emerging markets.
Ovechkin just celebrated his 40th birthday and Crosby turned 38 during the summer. Though “The Great 8” and “Sid The Kid” are doing quite well at defying age and regression, they won’t be skating in NHL rinks forever.
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Eventually the torch will be passed to a new generation. Obviously, Edmonton Oilers captain Connor McDavid would be an ideal candidate to carry the NHL for the next decade. At 28, McDavid is smack-dab in his prime years and has averaged 128 points per season.
That said, McDavid agreed to a team-friendly two-year extension to remain in Edmonton. Unfortunately, by the time that the puck drops at Rogers Place at 10:00 p.m. ET, 47.4 percent of potential viewers living in the Eastern Time Zone are starting to wind down for bed.
Bedard Brings Excitement Back to ‘The Windy City’
Chicago Blackhawks center Connor Bedard (98) celebrates after scoring a game- winning goal.Matt Marton-Imagn Images
What the NHL needs to grab the loyalty of a younger generation is a marketable star in a major city. Thankfully for the league, one of its brightest young talents is causing a stir in “The Windy City.”
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Chicago Blackhawks young gun Connor Bedard is in the right place at the right time to become the next face of the NHL.
The 20-year-old center has opened his third season with six points (two goals, four assists) through five games played.
Bedard brings fans to their feet by scoring goals in a variety of ways and dazzles with his adept stickhandling. He’s the definition of a pure sniper and has an assortment of one-on-one moves that leave opposition defenders flat-footed.
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On Wednesday, Bedard was dominant on both ends of the ice in Chicago’s 8-3 victory over the St. Louis Blues.
The 5-foot-10 center recorded three assists in the contest. It was his second multi-point game of the season.
Bedard Equals ‘The Golden Jet’s’ Franchise Record
Apr 15, 2025; Ottawa, Ontario, CAN; Chicago Blackhawks center Connor Bedard (98) controls the puck in the second period against the Ottawa Senators at the Canadian Tire Centre. Mandatory Credit: Marc DesRosiers-Imagn ImagesMarc DesRosiers-Imagn Images

Bedard tied Hall of Famer Bobby Hull for the most multi-point games by a Blackhawk before the age of 21.
The former Calder Trophy winner is already the face of his franchise. It feels like he’s bound to eventually elevate himself to becoming the face of the league.
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Following the legacies of Hull and Stan Mikita, Denis Savard, Steve Larmer, Jeremy Roenick, Chris Chelios, Jonathan Toews, Duncan Keith and Patrick Kane, it’s now Bedard’s time to carry the Blackhawks’ hopes on his young shoulders.
Chicago has begun the new season with a 2-2-1 record with five points. That’s currently good enough for the first Wild Card place in the Western Conference. After missing out on the playoffs for five consecutive seasons, the rebuilding Blackhawks could finally be set to climb out of the Central Division cellar and mount a legitimate playoff charge.
If Bedard and the Blackhawks maintain their pace and book a ticket to the postseason, they’re going to draw plenty of eyes to playoff broadcasts.
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The “Bedard Era” could soon be fully underway.
Related: Blackhawks’ Connor Bedard Is Primed for a Huge Season — Here’s Why
Related: Connor Bedard Rejects Blackhawks’ Rebuild Timeline
This story was originally reported by Athlon Sports on Oct 16, 2025, where it first appeared in the NHL section. Add Athlon Sports as a Preferred Source by clicking here.