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While the hockey world’s attention is focused on Brendan Shanahan’s demise in Toronto, Canada has just lost to Denmark in the quarter-finals of the World Championship.

It’s a classic communications tactic. When negative news is to be announced, the timing is often chosen to coincide with a major event, a major news story, to drown the negative in a media eclipse and butter it up.

Joking aside, it was a disaster for the team led by Sidney Crosby, Nathan MacKinnon, Macklin Celebrini, Ryan O’Reilly and company, who escaped a late tie.

The Danes took a 2-1 lead with 48 seconds left in the game.

As at the World Junior Hockey Championship in December, Canada is excluded from the podium at an international event where it should never happen.

It’s proof that international hockey is becoming more and more competitive. This kind of result never, never, never happened 20 years ago.

This article first appeared on Dose.ca and was syndicated with permission.

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