When it comes to enforcing its media policy, the NHL means business—and the Vegas Golden Knights just learned that lesson the hard way.

In a decisive move Friday night, the league announced it has stripped the Golden Knights of a second-round pick in the 2026 NHL Draft for what it called "flagrant violations" of media regulations. Head coach John Tortorella was also slapped with a $100,000 fine for his role in the infractions.

The trouble began after the Golden Knights clinched a spot in the Western Conference finals. According to Jesse Granger of The Athletic, Tortorella refused to speak with reporters following the game. The team also declined to open its locker room for media access, making only three players available for interviews—a far cry from the standard postgame protocol.

"The imposition of these penalties comes after previous warnings were issued to the Club regarding their compliance with the Media Regulations and other associated policies," the NHL stated.

This level of punishment is rare in professional sports. In the NFL, for instance, individual players occasionally face fines for media policy violations, but teams and coaches are almost never penalized. That's largely because NFL organizations typically ensure their players and staff fulfill media obligations—recognizing the value of the coverage.

And that value is immense. As the NHL's actions underscore, media coverage serves as free advertising for the league and its teams. An ever-growing number of outlets dedicate significant resources to covering—and inherently promoting—the sport at no cost to those who run it. While leagues may occasionally push back on specific coverage, the smart ones embrace the relationship.

After all, the price for that exposure is always right—something the Golden Knights are now learning the hard way.