In a less dire yet also tense way, social media experts, from the data analytics teams to the mobile outreach quants, have evolved new ways to reach potential supporters better and faster.

FORBES: Connect

It also calls for a "significant commitment" to training for teams, players and the public through formal training programs and outreach efforts -- including public service announcements featuring NHL players.

CNN: NHL partners with advocacy group to stamp out homophobia

As part of its outreach to budding entrepreneurs in China, Innovation Works is running a JumpStart program to incubate 10-15 teams for three months.

FORBES: Just How Hot Is China Venture? Very!