The right claimed Pepe despite the creator not wanting anything to do with what the character had become via memes. Doubt Gritty was put out there in mind for something like that to happen. It's just people trying to make something happen of someone else's work. The NHL isn't going to align themselves or their intellectual products to the left or the right.
I think they already have aligned themselves. Think of the modern stances they have now: when it comes to animal rights, racial issues, sexual assault allegations, promoting LBGTIQ sex, cracking down on fighting and hard hits, instant replays, drinking, free speech of players, etc. It actually surprised me when they promoted a bit about the old "Broadstreet Bullies" since bullying is such a no-no now and something always criticized.