Case Study: Marketing the National Hockey League
Hockey started in 1917 with teams who played competitive games, professionally as a form of both entertainment, and economic income. Teams entered the National Hockey League (NHL), but many folded, leaving six teams, also known as "The Original Six" who survived by 1943. Over the years, the league expanded all through North America, up until 1995 when the league had 26 teams competing for the "hockey veil"- The Stanley Cup. Men from all over the world were being scouted and drafted to the NHL, turning the league into a thriving business for players, coaches, owners, and advertisements. Looking at the bigger picture, ...view middle of the document...
It is such an important problem to be resolved for two reasons; first, hockey is supposed to be "Canada's game" and therefore there needs to be a solid platform of which to promote from. Secondly, since Canada's population is about a tenth of that in the United States, targeting the minority will provide a more significant growth in fans, especially since competitors such as football, baseball, and basketball are less popular in Canada. In order for the NHL to experience growth in all sorts of ways, whether is being financially, or fanatically, Canadians need to be more targeted and influenced over Americans.
Strengths in the NHL:
• Negotiation tactics
• Gaining sponsorships
• Grassroots Programs
Weaknesses in the NHL:
• Financial income
• Overseers of the NHL disagree on ways to market the NHL
Opportunities in the NHL:
• Increasing popularity
• Increase revenue
• Leaders can agree upon marketing tactics
Threats in the NHL:
• Losing financially
• Competing with other professional sports
• Canadians will not accept the new marketing tactics
Assumptions that one would need to make about the absent information is that the National Hockey League would continue to prosper, and targeting towards Canadians would further in marketing the NHL. As the popularity rises, so should the revenue received by the NHL and its teams. Realistically, this should only be possible if overseers leading professional hockey can agree upon marketing tactics.
Diagnostic of the Problem:
When it comes down to the problem, marketing towards Canadians is crucial in creating a larger fan base for the National Hockey League. According to Exhibit 13 in Marketing: An Introduction, a higher percentage of Canadians are known as "big" and "casual" fans of hockey. Even though Canadians are known as this, according to page 572 in Marketing: An Introduction there are many more Americans who watch hockey than Canadians. By connecting with more Canadians there comes a stronger fan base who will spend more on merchandise and many other NHL related products. In doing so, one must remember that they are still competing with other professional sports, and the overseers of the league have to stick together in making decisions affecting the marketing business.
Identification of Alternatives:
- Endorse another NHL team in Canada
• Creating another Canadian team in the NHL would promote another city to reach out and support hockey in that area. Not only would merchandise be selling quickly, but people would be intrigued in watching a new NHL team not only in America, but especially in Canada. Change to a city, along with a new team to a professional sport attracts many people, and in this case, Canadians.
- Get more involved with the Canadian...