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
- Summary
- Sports Marketing
- The National Hockey League
- Marketing Options
- Target Groups
- Image
- Internet and Social Media
- Distribution
- General Marketing
- Recommendation
Objectives and Key Themes
This paper analyzes the marketing challenges faced by the National Hockey League (NHL) in the 1990s and proposes strategies for enhancing the sport's popularity in the United States. The main objective is to identify key marketing opportunities and develop recommendations for the NHL's management team to increase fan engagement, broaden its reach, and secure a more prominent position in the American sports landscape.
- Expanding the NHL's fan base by attracting new demographics, particularly younger generations.
- Addressing the negative perception of hockey as a rough and violent sport.
- Leveraging the power of social media and digital platforms to engage with existing and potential fans.
- Exploring new markets and geographical areas for NHL expansion.
- Developing effective marketing strategies to compete with other major sports leagues.
Chapter Summaries
The first chapter provides an overview of the NHL's historical context, its evolution in the 1990s, and the challenges related to its financial stability. The chapter highlights the NHL's efforts to reposition itself as a more appealing and family-friendly entertainment option through initiatives like adding cheerleaders, incorporating modern music, and securing a network television contract with FOX. It also delves into the issue of player salaries and the complexities of negotiating a salary cap.
The second chapter examines various marketing options for the NHL, focusing on target audiences, image management, and the utilization of digital platforms. The chapter emphasizes the importance of engaging youth audiences and fostering a positive image of the sport. It explores the potential of social media channels like Facebook, Twitter, and YouTube for fan engagement and disseminating information about the NHL.
The third chapter provides recommendations for the NHL's future marketing strategy, emphasizing the need for early engagement with young audiences, the implementation of a salary cap, and the creation of a positive image of the sport. It advocates for collaborative efforts with other major sports leagues and emphasizes the importance of reaching older audiences through targeted marketing campaigns.
Keywords
The primary focus of this paper is on sports marketing, the National Hockey League (NHL), and the challenges of establishing hockey as a mainstream sport in the United States. Key themes include fan engagement, target audience analysis, image management, social media marketing, and the role of financial factors in the NHL's success. The paper also discusses the importance of fostering a positive image of hockey, competing with other major sports leagues, and the need for a strategic approach to reaching new demographics.
Frequently Asked Questions
What are the main marketing challenges for the NHL?
The NHL faces challenges in expanding its fan base among younger generations and overcoming the negative perception of hockey as a violent sport.
How did the NHL try to reposition itself in the 1990s?
The league positioned hockey as family entertainment by adding cheerleaders, modern music, and securing a network television contract with FOX.
What role does social media play in NHL marketing?
The paper emphasizes leveraging platforms like Facebook, Twitter, and YouTube to engage with fans and broaden the sport's reach in the US.
Who were "The Original Six" in NHL history?
These were the six teams that survived until 1943 and remained the only teams in the league until the expansion in the late 1960s.
What financial issues are discussed regarding the league?
The study delves into player salaries and the complexities involved in negotiating a salary cap to ensure financial stability.
- Citar trabajo
- Ines Müller (Autor), 2014, Sports Marketing. The National Hockey League, Múnich, GRIN Verlag, https://www.grin.com/document/460788
