I think you also have to target it at the developmental level. Teach youth players and above that it isn't acceptable. It doesn't help that when a kid gets into a fight, their team mates congratulate them, fans cheer them, and the coaches probably praise them. It's a hard thing to stamp out of the NHL when players are coming into the league with the mindset that fighting is cool and something that earns you admiration. Having said that, I think the NHL likes that it gets fans into the game more and they probably don't really want to see it gone completely.
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