The NBA gets lucky in that the Summer Olympics are during the off-season, but they realize the positive effect that tournament, and to a lesser extent the World Cup, have on the game. If the Dream Team doesn’t go in ‘92, the quality around the world is nowhere near where it is now. Individual players may choose to sit out to rest, but the owners aren’t stopping players from going.
MLB has a similar situation to the NHL. What did they do? Essentially started their own tournament. There is some pushback from ownership still, but the league has much more input.
Then there’s the NHL. USA-Canada in 2010 was the most watched hockey game in 30 years. Now, it was aided by the rivalry and time zone, but what does the NHL do after that? Immediately start complaining about having to send athletes away for the next one. Then don’t even send the athletes in 2018.
They tried creating their own tournament, but it was so hastily put together they had two teams that weren’t countries. Then they couldn’t even get a second edition because of CBA talks.
I understand ownership’s complaints, but it just feels like a lost opportunity, and rather than trying to remedy it with a World Cup, it’s mired in negotiation issues. Most likely thought they wouldn’t think of missing out on China, but with the pandemic combined with China’s lack of talent (and that it’s not really a Chinese team), maybe they feel that the marketing power isn’t there anymore.