Invent a new trophy and competition to generate interest and revenue.
The Stanley Cup Champion should play the President's Trophy winner at the start of each season. It should generate some buzz about the start of each new season. Give it a fancy new name like the NHL Champions Cup or something. Players get paid a bonus to play the extra game.
Potentially rotate hosts (like Superbowl/Grey Cup) or the SC Champion just hosts it each year as an additional reward for winning the SC.
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