The national hockey league was formed in 1917 in the United States. “The Original Six”, six teams which survived till 1943 in the league and were from that on the only teams until the late 1960s. From 1967 the teams doubled and from that moment new teams joined the league every year.
In the 1990s the new teams positioned Hockey as entertainment, especially family entertainment. The teams added among other things cheerleaders and modern music. Furthermore a new management team was in charge of the NHL, including experienced marketing professionals, who worked before for the NBA and should give the hockey sport a new push.
Table of Contents
1. Summary
2. Marketing Options
Target Groups
Image
Internet and Social Media
Distribution
General Marketing
3. Recommendation
Objectives and Topics
The primary goal of this paper is to analyze the marketing strategies and challenges faced by the National Hockey League (NHL) during the mid-1990s and to propose actionable recommendations for establishing hockey as a popular and sustainable sport in the United States.
- Evaluation of target group segmentation, specifically focusing on youth and young adults.
- Analysis of strategies to improve the image and public perception of ice hockey.
- Assessment of digital marketing potential, including the role of the internet and social media.
- Exploration of geographic distribution and general marketing activities to increase media presence.
- Strategic recommendations for future growth and sustainable league operations.
Excerpt from the book
Image
It is also very important to improve the image of the sport and get away from the prejudice of being a rude sport with brawls between players. People has to get to know the real players, therefore an image campaign with all players and their background would help to present hockey in a new light.
Maybe some stories of the players how the sport changed or influenced their life in a good way could be told and published in magazines and TV shows. The players should act as role models and convince people of all ages that hockey is a prestigious sport. If older people are influenced by the former image of hockey, they wouldn’t let play their kids and without the support of their families kids aren’t possible to do the sport.
Summary of Chapters
1. Summary: This chapter provides an overview of the development of the NHL, the expansion of teams since the 1960s, and the challenges the league faced regarding profitability and player-owner negotiations in the 1990s.
2. Marketing Options: This section details specific strategic fields, including targeting demographics, branding, digital presence, geographic expansion, and the financial requirements for implementing these marketing activities.
3. Recommendation: This chapter concludes with strategic suggestions, such as grassroots involvement, salary caps to balance competition, and collaborative approaches to sport promotion in the US market.
Keywords
National Hockey League, NHL, Sports Marketing, Target Groups, Grassroots Programs, League Image, Television Rights, Salary Cap, Fan Engagement, Social Media Strategy, Professional Sport, Youth Sports, Market Expansion, Strategic Management, Brand Positioning.
Frequently Asked Questions
What is the core focus of this document?
This document focuses on the marketing challenges and strategic development of the NHL during the 1990s, aiming to increase the popularity and reach of ice hockey in the US.
What are the central themes discussed?
The themes include youth target groups, image management, digital marketing, media distribution, and league-wide financial sustainability.
What is the primary objective of the author?
The objective is to identify how the NHL can better position itself against other professional sports leagues and improve its market penetration in North America.
Which methods are highlighted for promoting the sport?
The paper proposes using grassroots programs, improving television broadcasting partnerships, enhancing digital presence, and implementing salary caps to stabilize the competitive environment.
What aspect of the NHL's image is considered problematic?
The author identifies a persistent prejudice of hockey being a "rude sport" characterized by unnecessary violence and brawls, which hinders broader acceptance.
Which keywords best characterize this work?
Key terms include NHL, Sports Marketing, Fan Engagement, Brand Positioning, and Youth Sports.
Why does the author recommend focusing on the 6-17 age group?
This age group is identified as having the highest potential to develop a long-term bond with the sport before they become committed fans of other disciplines.
What role does the author see for social media in the NHL's strategy?
Social media is viewed as an essential, modern tool for creating a professional web presence, facilitating direct interaction between players and fans, and distributing video content.
How does the author suggest the NHL should relate to the NBA?
Instead of viewing the NBA strictly as a competitor, the author suggests finding ways to work together to promote general sports participation in America.
How does the author justify the implementation of a salary cap?
A salary cap is recommended to ensure financial fairness, giving smaller-market teams the ability to compete and making the league more interesting for fans.
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- Ines Müller (Autor:in), 2014, Sports Marketing. The National Hockey League, München, GRIN Verlag, https://www.grin.com/document/460788
