The league doesn't need the Leafs to win, because the mindless fans here will continue to fill the arena at any cost in perpetuity no matter how much the team sucks large, but it seems that hockey fans in non-traditional markets like the warm US south are far more discerning, and are able to turn their backs and withdraw their financial support on a dime if their team is mediocre, because there's a larger cultural motivator down there to not back a "loser". The NHL can't afford to lose those fickle markets if they want to keep and expand their reach and revenue. Also, in the US, the NHL has to compete with other sports leagues vying for the dollars of the potential consumer.