The lack of star power and perceived "boringness" of NHL players is pretty complex. One possible reason for the perceived lack of star power in the NHL is the team-oriented nature of the sport. In basketball, you're playing your top guys 99% of the time. The focus is often on the team as a whole rather than on individual players, and as a result, the culture is set in a way that makes it so that no one wants to stand out. Another factor that may contribute to the lack of star power in the NHL is the relative lack of diversity among players. Hockey has historically been a predominantly white sport. This lack of diversity may contribute to a lack of relatability or appeal to certain demographics, which could limit the marketability of NHL players. Case in point: Connor McDavid, he is so bland despite scoring like a 150 points he is completely unmarketable. To make their stars more marketable and exciting, the NHL could focus on promoting individual players and their personalities more effectively. The NHL doesn't make enough content on the players themselves on youtube. I feel like there are a lot of enjoyable personalities out there but I only ever see McDavid, Mackinnon, Crosby, Eichel and whatever other bland player