Not only has the NHL lockout had major effects on fans but it has also affected the NHL itself and other businesses across North America. The lockout has had a significant impact on the NHL’s image, bringing its brand value down by over a quarter from $1.6 billion to $1.15 billion, but it has also affected its sponsors.
Molson Coors, a sponsor of the NHL, has experienced a fall in beer sales due to the lack of hockey games. Hockey was “the company’s most important cold-weather driver of sales” and with the labour dispute, those sales have vanished.
The damages are more present in Canada, seeing as how for most Canadians, hockey isn’t simply their national sport but it defines them. Molson’s “Canadian market share declined about one share point while industry volume decreased by 3%”.
The brewer hasn’t been the only one to suffer but local sports bars have also taken a hit from the lack of games. During the season and especially during playoffs sports bars were packed with fans getting together to watch the games; however, the lockout has caused a loss in business and the need to fire employees. The NHL lockout hasn’t simply angered fans but it has seriously wounded businesses across Canada.
Work Cited:
http://www.theglobeandmail.com/report-on-business/industry-news/marketing/labour-dispute-slams-nhls-brand-value-study/article4651332/
http://www.marketingmag.ca/news/marketer-news/molson-coors-suffers-sales-blow-from-nhl-lockout-65364
http://www.news1130.com/news/local/article/401358–looming-nhl-lockout-hurting-local-businesses-and-bars
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