08:20 AM ET 04.19 | While ratings are strong, there may be a black eye forming on the NHL brand. [On Wednesday,] the NHL's chief operating officer admitted the league is hearing from its business partners over the rash of suspensions and fines arising out of the on-ice antics, and the ensuing media coverage. "They're paying us a lot of money to associate with our brand," said John Collins, who came to the NHL from the NFL. "So when our brand is under attack in the press on issues as serious as player safety, they want to know that the league is on top of it, and has a plan for dealing with it and hear the league articulate it." ... TSN, which is broadcasting games featuring American teams, has seen its viewership numbers increase by 56 per cent.