As the least popular of the four major American sports (football, basketball, baseball, and hockey), the National Hockey League is in a unique position, which allows them to incorporate different methods of marketing to entice non-hockey fans.
In Ali Ka’s blog he mentioned how marketing research can change how companies perceive their future business goals. An unsurprising market research report in 2012 revealed that Canadians will consume hockey content even when their own team are no longer in the competition. The NHL’s goals have shifted to advertise to more casual (probably American) fans.
One of these marketing moves is the NHL Outdoor Games. It is held annually in baseball or football stadiums, attracting a large volume of fans of those sports, and the open roof outdoor aspect provides a once-a-year atmosphere of an unmissable event. The league also attempts to expand to international fans; similar to how baseball is played and celebrated in other countries outside of the United States, hockey is likewise observed in European countries such as Sweden, Finland, and Russia. The NHL simultaneously attempts to boost league interest in these countries through events such as the Global Series in Sweden, while expanding to brand new markets like China on the side.
Another route that the NHL takes in marketing is garnering nostalgia, connecting old legends to new players. Learned hockey fans know Wayne Gretzky and Bobby Orr as household names, and old school NHL insiders and marketers take advantage of this fact to attract new fans by advertising a “classic” feel.
On the organisational level, different teams incorporate a variety of marketing tactics to attract local fans. One recent and notable method is the brand new Las Vegas Golden Knights “Vegas Strong” slogan after the concert shooting. A large amount of commercial success was found through ticket sales as the team connects itself on a personal level with its fans in the time of tragedy.
The NHL’s marketing tactics are crucial to their success as the least popular of the four major American sports. It allows them to try new things, like the “Vegas Strong” slogan, and the Global Series in Sweden and China, while additionally making simpler moves such as key player matchups and jersey promotions. Overall, the NHL is in a position to provide a unique product: a brand devotion connected to an experience rather than a good, which may prove very profitable for them over time.