20 NHL Stars That Teams Marketed Like Stars (But They Were Duds)

Hockey teams love a shiny new toy. Whether it’s a top draft pick, a hyped-up trade acquisition, or someone who had one good playoff run, front offices have a way of convincing fans they’ve landed the next big thing.

But not every “franchise savior” lives up to the hype. In fact, some of them barely even lived up to their own marketing campaigns. Let’s look at 20 NHL players who were promoted like elite stars but flopped like a Zamboni on gravel.

20. Alexander Daigle

Alexander Daigle
Wikipedia

He was supposed to be the next Gretzky, but he ended up being more famous for that quote than his play. Ottawa tried everything to make him the face of the franchise, but the on-ice performance just never followed.

19. Ville Leino

Buffalo Sabres left wing Ville Leino (23) skates with the puck against the New York Islanders at First Niagara Center. Islanders beat Buffalo 4 to 3 in a shootout.
Timothy T. Ludwig / Imagn Images

Buffalo handed him a big contract and tried to sell him as a top-line threat. He rewarded them with almost no production and one of the most forgettable tenures in Sabres history.

18. Nail Yakupov

Colorado Avalanche right wing Nail Yakupov (64) during the second period against the Montreal Canadiens at the Pepsi Center.
Ron Chenoy / Imagn Images

A No. 1 pick with tons of hype, Yakupov was marketed as Edmonton’s future star. Turns out he was more of a warning label for scouting departments everywhere.

17. Scott Gomez

Ottawa Senators forward Scott Gomez (23) congratulates teammates after scoring in the third period against the Minnesota Wild at Xcel Energy Center. the Ottawa Senators beat the Minnesota Wild 3-2
Brad Rempel / Imagn Images

The Rangers treated Gomez like a centerpiece when they signed him to a huge deal. He played like a role player with a VIP salary and quickly became a punchline.

16. Wade Redden

Boston Bruins defenseman Wade Redden (6) carries the puck against the Toronto Maple Leafs during game six of the first round of the 2013 Stanley Cup playoffs at the Air Canada Centre. The Maple Leafs beat the Bruins 2-1
Tom Szczerbowski / Imagn Images

Once a reliable blueliner, Redden was turned into a marquee signing in New York. Then his play nosedived and he spent more time buried in the minors than lifting the team.

15. Ryan Nugent-Hopkins

Edmonton Oilers center Ryan Nugent-Hopkins (93) reacts after scoring a goal against the Dallas Stars in the first period for game two of the Western Conference Final of the 2025 Stanley Cup Playoffs at American Airlines Center.
Jerome Miron / Imagn Images

He was one of many hyped Oilers’ top picks, pushed as a franchise savior. While he’s had a solid career, the “superstar” label was way too generous early on.

14. Cam Barker

Vancouver Canucks defenseman Cam Barker (18) is boarded by Chicago Blackhawks forward Viktor Stalberg (25) during the second period at Rogers Arena.
Anne-Marie Sorvin / Imagn Images

Chicago talked him up as a top-pair defenseman of the future. He ended up bouncing around the league and disappearing quicker than his hype did.

13. Jonathan Cheechoo

Ottawa Senators right wing Jonathan Cheechoo has his shot blocked against the San Jose Sharks during the first period at HP Pavilion.
Kyle Terada/ Imagn Images

One Rocket Richard Trophy turned into a whole brand push. But he couldn’t recapture the magic and fell off the map not long after.

12. Thomas Vanek

Detroit Red Wings left wing Thomas Vanek (26) celebrates as he scores goal against the Tampa Bay Lightning during the second period at Amalie Arena.
Kim Klement / Imagn Images

Buffalo handed him a massive offer sheet and tried to sell him as the next great scorer. He was good, but he was never quite the guy they made him out to be.

11. Patrik Stefan

Atlanta Thrashers center Patrik Stefan (27) in action against the Carolina Hurricanes at RBC Center.
Lou Capozzola / Imagn Images

The first-ever pick for the Atlanta Thrashers came with big expectations. Unfortunately, most fans remember him best for missing an empty net.

10. Nikita Filatov

Columbus Blue Jackets left wing Nikita Filatov (28) fires a shot on goal against Anaheim Ducks at Nationwide Arena. Columbus won the game 3-1.
Greg Bartram / Imagn Images

Columbus hyped Filatov as a flashy, dynamic scorer. Instead, he flamed out almost immediately and never stuck in the NHL.

9. Dave Bolland

Florida Panthers forward Dave Bolland (63) looks on against the Carolina Hurricanes at PNC Arena. The Florida Panthers defeated the Carolina Hurricanes 4-1.
James Guillory / Imagn Images

After some clutch playoff moments, Bolland was treated like a top-line cornerstone in Florida. But his body and game didn’t hold up, and the Panthers got burned.

8. Mikhail Grigorenko

Columbus Blue Jackets center Mikhail Grigorenko (25) skates with the puck as Nashville Predators defenseman Ryan Ellis (4) defends during the first period at Nationwide Arena.
Russell LaBounty / Imagn Images

Buffalo fans were told he’d be their next elite center. Instead, he spent more time getting healthy scratches than making any real impact.

7. Joffrey Lupul

 Toronto Maple Leafs right wing Joffrey Lupul (19) carries the puck during the first period against the Arizona Coyotes at Gila River Arena.
Matt Kartozian / Imagn Images

When healthy, Lupul could light it up—but Toronto marketed him like a core piece for years. Injuries and inconsistency made that a tough sell.

6. Andrew Raycroft

Dallas Stars goalie Andrew Raycroft (30) prepares to face the Ottawa Senators during the first period at the American Airlines Center
Jerome Miron / Imagn Images

Toronto hyped him as a franchise goalie after a trade. He had one good season and then fell apart, taking the Leafs’ playoff hopes with him.

5. Jared Cowen

Ottawa Senators defenseman Jared Cowen (2) skates against the Dallas Stars during the game at the American Airlines Center. The Senators defeat the Stars 7-4.
Jerome Miron / Imagn Images

Ottawa saw him as a shutdown defenseman of the future. That never materialized, and he became more known for his contract than his actual play.

4. Gilbert Brule

Canada forward Gilbert Brule (7) celebrates scoring a goal against Germany in the men's ice hockey semifinals during the Pyeongchang 2018 Olympic Winter Games at Gangneung Hockey Centre.
Eric Bolte / Imagn Images

Columbus pushed Brule as a can’t-miss star. Turns out, they should’ve missed—he never found his NHL footing.

3. Zach Bogosian

Minnesota Wild defenseman Zach Bogosian (24) and Boston Bruins left wing Cole Koepke (45) compete for the puck during the first period at Xcel Energy Center.
Matt Krohn / Imagn Images

The marketing said “elite defender.” The reality said “overpaid and overhyped.”

Read More: Ranking the Top 7 Best NHL Drafts of All Time

2. Brett Connolly

Chicago Blackhawks right wing Brett Connolly (20) skates with the puck against the Nashville Predators during the second period at the United Center.
Mike Dinovo / Imagn Images

He was a high draft pick who kept getting marketed as a breakout candidate. But despite all the chances, he stayed solidly mediocre.

Read More: Top 5 NHL Draft Picks After the 2025 U18s

1. Jeff Skinner

Edmonton Oilers forward Jeff Skinner (53) celebrates after scoring a goal against the Buffalo Sabres at Rogers Place.
Perry Nelson / Imagn Images

Buffalo sold Skinner as a franchise cornerstone when they gave him a massive deal. Then he vanished into the shadows of the depth chart, leaving fans wondering what happened.

Read More: NHL Playoff Update: Game 7 Drama, Round 2, NHL Draft.

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