Nobody is asking for your approval. I'm sure if the NHL elected to make on of the Wings players the face of the league you all would have no problem with it.
I have watched football for a very, very long time and never have I seen any player be marketed as the face of the NFL. I see commercials during football season with different players...heck I even see commercials featuring fans of different teams much unlike the Center Ice commercial that only featured the Pens fan. I am pretty sure that I could come up with a marketing strategy that could help the NHL and maybe actually make it more popular, but having one player be the so called "face" of the NHL drives fans away. There is a guy that I work with that doesn't watch hockey, but he likes Cindy...how the heck do you figure that happened? It's because Cindy gets shoved down everyone's throat and instead of him helping the sport, he has now become the villain. I for one don't want a "face" of the league, I think there should be many "faces." Pick some veterans and some youngsters and see what happens.
In closing, I just have to say that I know who the better team was...they may not have won, but I am still proud of the team and thankful that we have Lids as Captain!