While watching the Rangers play their usual brand or roller coaster hockey this afternoon I yet again came across another advertisement for the Hummer Metro Ice Challenge. Whether it is that incessantly annoying video or the nescient announcers touting this new and cutting edge strategy for true hockey fans to have the rivalry ratcheted up by a ridiculous promotion.

My letter stems more from the paltry amount Hummer offers than the elementary concept or promotion behind it. 2006 Hummer sales grew 202 percent over the previous year, largely on the strength of the new H3, GM’s newest “I’ve arrived” statement. The final award from the magnanimous division of General Motors is $50,000.00 to be relegated to the charity of choice of the winning team. I would submit that the mail clerk in the Hummer building is netting approximately 65 grand so this shiny donation is appearing to lose its luster. In return for all the airplay, recognition and television spots, some genius in the Hummer organization actually floated this idea to the three teams and it stuck.

Hummer has indeed found the true crystallizations of PT Barnum’s contention here in the NHL. However, the fact remains that charities require more than feigned philanthropy. They need organizations with not only the monetary capability, but the will to donate to their good work. This is nothing more than a disingenuous attempt to appear socially conscious since I have contributed to various charities for years and have infinitely less money than these three teams and General Motors. In the future please alter your mindset and public persona from self-serving campaigns to a seemingly unattainable level of benevolence.