Abstract
In 1994, Fox television entered into a network broadcasting agreement with the National Hockey League (NHL). To make hockey more viewer friendly for new audiences in underexploited U.S. media markets, the Fox Trax puck debuted during the 1996 NHL All-Star Game. The puck enjoyed a brief and controversial existence and was widely vilified by established hockey fans. More specifically, response to the puck in Canada was framed within a broader discourse that Jackson described as a “crisis of identity,” as the Fox Trax puck became a vehicle to articulate Canadian concerns related to the economic and cultural influence of the United States. This article reviews the design and implementation of the puck, the conditions relating hockey to Canadian identity, and the reaction the puck engendered in popular media coverage. In doing so, reaction to the Fox Trax puck provides an example of the contestation of global-local relations in a sporting context.
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