Agree, this isn't about people paying attention and spending money on Hockey. It is about people paying attention, like watching games, highlights on YouTube and spending money on the NHL. If sponsors, see eyes on the NHL, they'll want to be a partner with the NHL.
To bring it back to the arena and flames more in general, it is why the flames rebuilding is important. The fanbase got very stagnant, many don't spend a dime on flames anything, if the arena is cool and the flames actually improve their product, people will watch more and spend more. Calgary is a much bigger city than it was in the post '04 craze, the flames haven't really tapped into that. Not to mention the opportunity for them to get people beyond Calgary in southern Alberta watching the flames.