Cannon Firing Line
The World Just Changed
By Ellis G. Cannon
PSR Publisher

Listening to hardcore and casual hockey fans since the Pens won the NHL Draft Lottery, aka the Sidney Crosby Sweepstakes, both have something in common - they're not truly aware of the magnitude of what happened last month.

There is tremendous hype on the Sid the Kid or Kid Sid, which we've alternated using, but he was going to change whatever market he joined. He's been the most anticipated prospect for years.

To the casual fan, the excitement in the days after the Pens won his rights alone was enough. Even if initially curious, and understanding something big happened, they were quick to say "Okay, enough already. Let's see him play first. What about Marc Andre-Fleury?" Lots of reasons, some legitimate, for that.

Those guys don't know "it" hasn't even begun. They need to know the hockey world, and possibly the sports world, all changed that Friday. And, while they may not yet appreciate it, Pittsburgh just became the center of the hockey universe.

Even intense Penguins' fans may not truly understand the magnitude. The scale of what Sid brings here may even shock them.

That fan should know from the outset Sid the Kid doesn't just belong to Pittsburgh. You'll share him. He may play here, win here and win your heart here. But when he's called the next Lebron, a crossover sports figure Reebok has already deemed worthy of "global advertising icon" status and plays in a league without a cable TV deal, he'll only be living here.

He'll belong to the rest of the world, too.

This is completely different than when Mario arrived. Pittsburgh's affiliation with the NHL in 1984 was a rumor, even if he was unquestionably the most anticipated junior player entering the league. But he was buried here the first several years, had to learn English - Crosby is bilingual - and other established stars carried the league, which Mario didn't dig ("…garage league"). Kid Sid arrives on the heels of a missed season that has the league needing him to rescue its image.

Completely different ball game, boys. For the league's sake, it has to be that way.

When Wayne Gretzky says The Next One is the best prospect since Mario and could break his records, believe the hype. When Reebok and Gatorade have him already endorsing products for millions, believe he will be marketed well beyond Pittsburgh. And, in the process, not only be identified with Pittsburgh.

We've spoken and written for years about the power of sports business. In that world, particularly pro sports, score isn't only kept on the scoreboard. It's also kept at the bank. So even if Crosby and the Pens don't live up to expectations, Sid - and those investing in him - are very likely to still "win".

Despite the marketing of Ben Roethlisberger, that concept is relatively new to Pittsburgh and may not sit well. And, what's about to be unleashed with Crosby, who wears number 87 (crosby87.com) to match up with his August 7th, 1987 birth date, before he even plays is miles beyond Biker Ben a year ago. We're talking about a player some put in the same sentence with Magic, Larry and saving leagues.

There are those here who will get their backs up about these things. Watching Sid with rap star Nelly and Allen Iverson in an upcoming Reebok brand campaign will furrow brows.

Get used to it. He's not going to be kept under wraps in Pittsburgh. The world just changed.

"Ellis Cannon's Sportsline Pittsburgh" airs weeknights, 6-8 p.m. on FM NewsTalk 104.7. Ellis is also a regular contributor on the "#1 Cochran Sports Showdown" aired Sundays at 11:35 on KDKA-TV.