Ohhh Shaddd....I know just too good what u are talking about!!! Trust me!!!
Here in Spain, as u can imagine, soccer is religion, then comes basketball (normal if u are World Champ) and I would say handball (World Champs also) then................waaaaaaaaaay, waaaaaaay back.....everything else...
Well, in the northern part of Spain hockey is a bit more popular and I still can remember whan a spanish guy went on to play in the Minors it came down in the news.....but not in sports.....it came down in "strange happenings"

...well, Spain is different, right???
My case is curious in a way because I could experience both sides of the cake: I was born in Switzerland, where hockey is nearly as popular as king soccer!! I grew up playing hockey and I still remember my youth couches joking that I could be the captain in Spain's national team

.......(well, before u guys think I was good in hockey.....exactly THAT is the joke

).
I grew up breathing and living hockey, playing it, going to games, watching my buddies getting better and finally seeing them going pro's, leaving me behind them because I choose having a normal life....I still remember one of them training all day long...
Now, since 11 years, Iam living the total opposite!!!
No hockey anywhere!!!! No ice in a city of 1,5 millions, no infrastructure, no passion for the game, nothing!!!
Here, when I talk or ask somebody about hockey they just keep looking at me like crazy!!! So yes Shadd, I know what u are talking about!!!
I really think that things like EHM or the other NHL games are helping in brining the love for the game....or at least making them curious, but u have also to understand that for playing hockey u have to have an ice, a stick and a puck....and thats very rare here!!!
I will move to the northern part of Spain in January-February and I really hope that hockey is a bit more popular than here in the Mediterranean sea....
But I have to say that I agree with thecoolstuff: youth hockey is key!!!
If u can make them curious about hockey then the kids will start to ask their parents about hockey.....and thats probably the first step!!!
Have to go now, but will report back with some ideas!!!!
PLATFORM: "Make hockey popular in southern Europe!!!!"
....hard, but not impossible!!!
Greets mon ami!!!