NHL Not available in your area

Ok Apple whats up? I purchased the Apple TV so I could get the NHL Games the guy in the store confirms It works so I buy it. Take it home and try to purchase the NHL game center and get this message that the service is not available in my area. Odd, I live in Seattle made sure the location information in Apple TV was set right and tried again still the same message. Can someone tell me why this will not work it suck to have this and can't use it for what it was purchased for. Any Help would be great????????