From the Rink to the Classroom: NHL Commissioner Gary Bettman Talks Leadership with Isenberg Community

Gary Bettman, commissioner of the National Hockey League (NHL), brought his three decades of experience leading one of North America’s largest sports leagues to Amherst on Dec. 2, when he served as the Mark H. McCormack Department of Sport Management executive-in-residence at the Isenberg School of Management.

“I had enough confidence and enough passion and enough desire to give it a shot,” Bettman told the audience at the Mark H. McCormack Sport Innovators Fireside Chat—the centerpiece of his campus visit. “You can’t really achieve any level of success without taking chances. They must be well measured, and you must do your homework.”

He spoke to an audience of students, faculty, staff, UMass Hockey players and Head Coach Greg Carvel, and Five College community members about his career path, leadership in the sports industry, collective bargaining, and the changing media landscape, including sports betting and streaming services.

Bettman’s residency activities also included classroom visits, roundtables with McCormack students and faculty, a meeting with the UMass Hockey team, and participation in the McCormack Collection Oral History Project with UMass Archives and UMass Amherst Libraries.

“The Executive-in-Residence Program is designed to bring the most influential leaders in global sport to our students. Today’s guest stands at the pinnacle of that tradition,” said Will Norton, graduate program director and director of the McCormack Center for Sport Research and Education, as he introduced Bettman.

Bettman has served as NHL commissioner since 1993, making him the longest-serving commissioner in the major North American sports leagues. Under his leadership, the league has expanded its footprint, transformed its business model, reached new audiences around the world, and delivered unprecedented competitive balance and innovation. Franchise values have soared, league revenue has grown from hundreds of millions of dollars to several billion annually, and the NHL has deepened its focus on community impact, youth development, and global growth.

“Bettman’s vision has shaped modern hockey and modern sports leadership,” Norton said.

Joining Bettman on stage was fellow U.S. Hockey Hall of Famer Brian Burke, former NHL executive vice president and director of hockey operations, and an Olympic silver medalist. Burke has served as a general manager and team president and helped lead a Stanley Cup-winning franchise. Known for his work in player safety, league operations, and diversity initiatives, he brought decades of perspective to the conversation.

Taking a Career Risk

After graduating from law school, Bettman began his career as a litigator before joining the National Basketball Association (NBA) as assistant general counsel. In 1993, he was appointed the NHL’s first commissioner, which meant making a major change in direction in his mid-40s.

When he was hired, he said, the league was trying to modernize, and he insisted on the job title “commissioner” rather than “president.”  The changes he has seen in the industry since that time have been profound.

“There were no cellphones. There were no websites. Email was just beginning to be a thing. There were no social media platforms,” he said. “Sports leagues were really focusing on the fact that it was more than just putting on the games. While we’re sports, we’re also competing with other forms of entertainment.”

Bettman recalled attending a seminar on how to use email and then later having to teach executives how not to use it, given the risks of informal messages resurfacing in litigation.

Advice for Future Sports Leaders

Burke asked Bettman what advice he would give students hoping to break into the sports industry.

“The fact is, I had a great education, and you’re all getting a great education,” Bettman said. “You must have a passion for what you’re doing. You can’t be successful if every day you wake up and dread going to work.”

He encouraged students to build a strong educational foundation, seek opportunities, network, and treat people well.

“You never know who you’ll meet and what difference they’ll make in your life,” he said. “Life is full of happenstance and serendipity.”

Bettman also reminded students they are early in their careers and can pivot if a first job or field is not the right fit.

“If you start on one career path and you don’t like it, don’t think about doing that for the next 40 years,” he said. “Think about what else you should be doing that would really make you feel good about what your existence is.”

He also stressed the importance of work-life balance and his own commitment to family.

“You can’t let your job completely define you,” said Bettman, who has been married for over 50 years. The couple has three adult children. “I have a family that’s more important to me than the job.”

Lessons in Leadership

Bettman spoke about leadership lessons he learned from David Stern, the late NBA commissioner emeritus, who served in 2019 as McCormack executive-in-residence.

“David was a great mentor and a great taskmaster,” Bettman said. “He understood the importance of relationships, of doing your homework before you made a decision, and of executing the vision you were creating.”

Bettman emphasized making decisions for the right reasons, rather than for short-term popularity.

“You must be able to tell people things they don’t want to hear,” he said. “Even if you make a decision that you know is unpopular, you’ve got to be true and you’ve got to be authentic, and people will respect you even if they disagree with you.”

Community, Inclusion, and the Future of the NHL

Burke noted the NHL’s reputation for philanthropy and community engagement and asked Bettman why that focus mattered so much.

“Our players are also like that,” Bettman pointed out. “They set up foundations, buy (hotel) suites for (families of) children who have cancer, visit hospitals. I believe sports has a platform that can make a difference in people’s lives, and we have an obligation to do that.”

He pointed to the NHL’s efforts to welcome new audiences to hockey, support causes such as Hockey Fights Cancer, and build youth and STEM (science, technology, engineering, and mathematics) programs using the sport to get kids more interested in school.

“We got basically every hockey governing body in the world to sign onto a declaration of principles,” he said. “We stand for being welcoming and inclusive. We stand for leadership, teamwork, collaboration, physical fitness, and getting an education.”

Looking ahead, Bettman said the future of the NHL is “exciting.”

“Our growth potential is unlimited,” he said. “The game has never been better, and the opportunities to bring it to more people in more ways using technology has never been greater.”

On media and viewing habits, Bettman said the league’s deals reflect a balance between reach and the realities of streaming.

“Streaming is the future,” he said. “Streaming will ultimately enhance the viewing experience. Will you have to pay for it? Probably no different than cable or satellite, but that’s the world we live in.”

Student Takeaways

For first-year sport management major Jelanie Sherwood, Bettman’s comments on leadership and integrity stood out.

“The biggest takeaway from Commissioner Bettman’s visit was the importance of making decisions for the right reasons, even when they may be unpopular in the moment,” Sherwood said. “His focus on self-awareness and empathy really stood out to me, and that’s something I’ll carry with me as I begin my career in the sports industry.”

Senior sport management major Amber Roehrich said Bettman’s visit was insightful in many ways.

“Having the opportunity to speak with not only Commissioner Bettman but also with Brian Burke, alongside a small group of my peers, was the highlight for me,” she said. “They provided an incredible perspective as to how each of their respective careers came to be and shaped them as leaders.”

Roehrich said that Bettman shared many lessons throughout his day-long visit. One was a quote attributed to Thomas Edison: “Vision without execution is no more than a hallucination.” Bettman also emphasized the importance of taking calculated and informed risks and that one can’t be afraid to do so.

“These words of advice are lessons I will carry with me, upon graduating from Isenberg and UMass this spring and throughout my career,” she said.

Honoring McCormack’s Legacy

Launched in 2011, the McCormack Executive-in-Residence Program brings high-profile sports industry leaders to campus to speak directly with students about the business of sports.

“The Executive-in-Residence Program continues to honor Mark H. McCormack’s legacy by bringing to campus Commissioner Gary Bettman, one of the most accomplished and respected leaders in the sports industry,” said Matt Katz, chair of the McCormack Department of Sport Management. “Commissioner Bettman’s perspective on fan engagement, international growth, and the future of our industry further strengthens the McCormack tradition of innovation, insight, and impact.”

Norton added his appreciation for the McCormack family’s ongoing support.

“Their vision and commitment to our department help deliver these types of exceptional experiences to our students, faculty, and alumni,” he said.

Recent McCormack Executives-in-Residence include:

• Former CBS Sports Chairman and CBS News President Sean McManus (fall 2024)
• Former NFL Players Association Executive Director DeMaurice Smith (fall 2023)
• Trailblazing marketing and sport sponsorship executive Harlan Stone (fall 2022)
• International Olympic Committee Board Member Anita DeFrantz (fall 2021)
• NBA Commissioner Emeritus David Stern (fall 2019)
• Sport marketer and The Aspire Group founder Dr. Bernie Mullin (fall 2018)

For a complete listing of former Executives-in-Residence, click here.

View a gallery of photos from Commissioner Bettman's EiR visit.