10/04/2013 11:38 EDT | Updated 12/04/2013 05:12 EST

How the NHL is rebuilding its image in the U.S.

The National Hockey League has kicked off its first full campaign after a lockout reduced last season to 48 games, but it's a rebuilding year for the league, especially in the United States.

The Lang & O'Leary Exchange and Robert Boland, academic chair of sports management at New York University, analyze the NHL's efforts to gain more fans in the U.S.

Watch the full video above.