They don’t need to! Winning sometimes equates making money, but when your club is 26th on the world most valuable franchise list at 1.15 billion (according to Forbes) winning is strictly optional. Mediocre product is good enough when your fans watch the team on TV even if the team has not made playoffs in 9 straight seasons before a recent come back to the post season in 2012-13 season. So why bother winning when you can sign sub par players and do well on the balance sheet?
No other NHL franchise made the list, so unfortunately hockey’s popularity isn’t anywhere near that of other sports in the world.