After Ilya inexplicably (to everyone but the Hollanders) leaves Boston for fucking pathetic Ottawa, the Boston fans probably burn him in effigy as well. But I doubt they ever stop burning Shane in effigy. Even though their professional rivalry no longer affects Boston. Burning the stars of rival teams in effigy is all just part of the fun.
Fans of professional sports are insane in real life, and I’m sure they’re no better in the HR universe. It’s not unheard of for elite professional athletes to get death threats when they decide to accept a job offer elsewhere. In real life! Usually from fans they’ve never actually met.
In-universe, the league has been raking in money stoking the Hollander vs Rozanov rivalry ever since both of them were just barely old enough to vote. According to the fanwiki, Shane was born May 1991 and Ilya June 1991. Their draft was June 2009, so Ilya may literally have not been quite old enough to vote. Not that I think voting matters much in Russia, but I’m sure you get my point.
Shane said to Rose that when he was 8, it was a few years before the scouts showed up. So canonically he was 10, maybe 11 at the oldest, when he started getting scouted. I’m sure it was the same for Ilya. Probably worse, because I suspect youth sports in Russia are less regulated than in Canada. Adults swarming around pre-pubescent children like Shane and Ilya trying to make money off them.
Yes, elite athletes in popular team sports make a lot of money. At least until they get too old or have a career-ending injury. But there’s an awful lot of other money floating around in pro sports as well. That goes to the team shareholders, the league, the agents. Betting agencies in places where gambling is legal, organized crime where it’s illegal. Also to brands which sponsor athletes and dictate their public image.
And sports media is a huge part of the news media. And usually far more lucrative than traditional journalism. There’s a whole legacy media and new media ecosystem feeding off athletes, teams, and crazy fan antics. Mining everything for content that can be monetized.
Look at the broadcast when Ilya and Shane are only 17 and competing in junior hockey. They’re already famous and already have public personas the broadcasters are helping along. Even though they can’t vote yet and haven’t finished high school.
Fans go nuts over sports, and the league, the media and everyone else who’s profiting encourage them to do so. Hollander vs Rozanov is fun for fans and good for business. Sports is entertainment and the humans in it are just part of the show.
It’s not Ancient Rome any longer, with people killing each other for entertainment. But the principle isn’t too far removed.