How can NHL marketing improve?

[Mel]

Let me count the ways. :)

Actually this is a general thread... but I started it because this has always bugged me. Do any of you frequent MLB.com or NFL.com while the games are going on?

NHL.com doesn't even come close to the engaging fan experience of live games, updated instantly more or less. The MLB.com Gameday page, is the closest you can come to watching a game live as far as being up to date during the game, literally pitch by pitch.

NFL.com on a Sunday afternoon is like paradise if you want to see what's going on around the league up to the minute.

NHL.com doesn't have that. At least not on the level of the others. and it's a shame because the internet is equal ground - it's not cost prohibitive, there's no reason they couldn't be as good or better than those other sites.

That's just one area I see great room for improvement.

[PDO]

I'll come back to that, but the first and #1 thing is simple.. the young studs. Get their faces everywhere.

Crosby, Carter, Phaneuf, Nash, Kovalchuk, Heatley, Spezza, MA Fleury, Malkin.. lets get these guys known.

Also.. as bad as it sounds, market the hell out of Iginila. Yes, he's in Calgary.. but the fact remains he's arguably the best in the game, and he is the best black player in the game.. it sounds bad, but I think it needs to be done.

[slapshot™]

Q: How can NHL marketing improve?

A: By breaking into the European markets.

NASN secures exclusive NHL broadcast
NEW YORK -- NASN (the North American Sports Network) has agreed to a four-year partnership with the National Hockey League (NHL) and its international distribution partner, Comcast. The agreement provides NASN with exclusive rights to broadcast the NHL via all forms of television including HDTV and IPTV throughout Europe. NASN also has secured the exclusive European broadband and mobile rights enabling the streaming of live NHL games as well as non-exclusive rights to show highlights over the Internet and on wireless devices in Europe. The agreement affords NASN options to extend the deal for an additional two years, and to broadcast rights for Asia-Pacific.

The new partnership, which corresponds with the beginning of the NHL's 2005-06 season, takes immediate effect in all European countries and allows for certain non exclusive arrangements in select European territories. With the League's regular season underway, NASN will show at least 200 games this year, with up to six live games per week and wall-to-wall coverage of the Stanley Cup Playoffs and Final. In future seasons, NASN's coverage will include the NHL's All-Star Game and Skills Competition. Due to the NHL's commitment to participate in the Turin Winter Olympics, the All-Star Game will not be played again until the 2006-07 season.

Today's agreement with NASN reflects the multi-media partnership that exists between Comcast and the NHL, which in addition to televising games domestically on Comcast's OLN network, also permits Comcast to sublicense certain NHL rights internationally.

NASN's Chief Executive, Amory Schwartz, said: "Our partnership with the NHL and Comcast is a key piece in the continued growth of the network. Our acquisition of broadband streaming and mobile-based rights is an important development in establishing NASN as the number one destination in Europe for North American Sports, whether it be by television, computer or wireless device."

The NHL, one of the oldest sports leagues in North America, has a strong tradition of European players. Currently over one-third of its players, representing over 20 countries, make it their professional home -- including Sweden's Peter Forsberg, Jaromir Jagr of the Czech Republic and Russia's Sergei Fedorov. As a result, the League enjoys a strong fan base throughout Europe.

"Our partnership with NASN represents a significant step by the League to re-establish its relationship with its existing European-based fans, as well as begin the process of developing new ones," said Bill Daly, NHL Deputy Commissioner.

"Today's agreement underscores the value of our partnership with the NHL and is a testament to the appeal of the revitalized, reenergized sport of hockey," said Jeff Shell, President of Comcast Programming for Comcast Corporation.

NASN's partnership with the NHL and Comcast comes shortly after it agreed to exclusive terms with the NFL in 17 European countries. The deal also represents NASN's first public steps towards entering the Asian market, a goal the company announced it would pursue in June 2005, shortly after Benchmark Capital Europe secured a significant shareholding in NASN.

Schwartz also said: "NASN is in discussion, in several instances at the final stages, with multiple carriage companies to expand its reach, and believes the addition of the NHL will make an already compelling offering, must-have content.

"We are open to working with broadcasters on sublicense rights in order to enhance local coverage of the NHL once we are up in markets that we are presently not in."

Article found here -> NHL.com (http://www.nhl.com/news/2005/10/237900.html)

I think this is brilliant. Thoughts, anyone?

[a4l]

In the UK they do show some hockey games at 1:00 am and 2 days after they are played.
NHL.com does have on thing that is good which is NHL radio which is free world wide (as opposed to BBC that has EPL matches broadcast over the computer to the UK only). Some of my friends in the UK do tune in to listen to the games.

I also think that the NHL needs to be more inclusive in their ads. They seem to forget that females also follow hockey, especially in Canada.

[slapshot™]

They seem to forget that females also follow hockey, especially in Canada.

They haven't forgotten. They have that hot, sexy babe putting equipment on that player in their new mynhl tv ad.

The other ad (TSN?) with the chick with the panties and lil' shirt is good too.

Hockey's back!

purrrrrrr

[a4l]

Oh yeah I had forgotten about the one dressing the player. Does that mean hockey players are too stupid to dress themselves? ;)

The other one is even more stupid and insulting.

[charlio lemieux]

I 've been saying for years that the NHL should be marketing to Europe. Toronto, Ottawa, Vancouver and Philly games should be a draw in Sweden with Sundin, Alfredsson, Naslund and Forsberg and their Swedish mates as the focus for marketing. Each country could have access to the players that they watched become stars. I think it would also give young European players more of a drive to win the Stanley Cup, if they could see their heros fighting to win it all.

[LiAmTrAnSdEmOn]

That whole taking more money to be on a crappy network that not a lot of people get, let alone even knew existed, could have put a big damper on the marketing department. They need to get someone from the NFL marketing department because they have been terrible for years. It seems like they just expected that the world would gravitate towards hockey, when in reality hockey isn't real big in places where ice isn't.

I also definitely agree with PDO's idea, market Iginla. Hockey is known as a "white" sport but if they show how good Iginla is, then maybe, just maybe, different ethnicities will realize how good of a sport this is.

[butterfly_style]

I also think that the NHL needs to be more inclusive in their ads. They seem to forget that females also follow hockey, especially in Canada.
I agree with this.
If the ladies are watching . . .the guys will follow.

I'm sure there are some "HOT" NHLers out there, that could be put on a billboard or two.
http://www.tsn.ca/images/stories/20040114/roenick_42485.jpg

Maybe a Calendar for the ladies, like the firemen do.
Hockey players are definately in good shape.

[leaferfan87]

Let me count the ways. :)

Actually this is a general thread... but I started it because this has always bugged me. Do any of you frequent MLB.com or NFL.com while the games are going on?

NHL.com doesn't even come close to the engaging fan experience of live games, updated instantly more or less. The MLB.com Gameday page, is the closest you can come to watching a game live as far as being up to date during the game, literally pitch by pitch.

NFL.com on a Sunday afternoon is like paradise if you want to see what's going on around the league up to the minute.

NHL.com doesn't have that. At least not on the level of the others. and it's a shame because the internet is equal ground - it's not cost prohibitive, there's no reason they couldn't be as good or better than those other sites.

That's just one area I see great room for improvement.

NFL.com is definitely great for keeping up with scores especially if your team isn't usually on TV in your market. The NHL has something similar at cbs.sportsline, but I don't think it's as good as what the NFL has done.

The NHL.com site does seem to be a little behind the other major sports. A game centre could be very useful.

As for another suggestion have the NHL have them get involved at the grassroots level in the US. Have them pay for hockey leagues to get people interested and that stuff.

[a4l]

Butterfly Style I have the pictures from the French Rugby team calander and it the NHL made one like that I would certainly buy. ;) (what a sexist swine I am)

[KB in Kelowna]

We have to remember there are owners of NHL teams who think marketing means changing the Marquee on the arena's facade to read "Hawks vs Leafs 8:PM Saturday."

I know I exagerate but, it is not far from the truth. I have read in another place :rolleyes: that the US Tv coverage at OLN is worse than ESPN. The sound and visuals are lousy. This is a surprise as Comcast is somehow involved with the Flyers ownership and by extension should know somebody with knowledge of the game and how to present it.

Frankly the NHL assests are a game of speed and skill which the new rules should promote and the players. They are for the most part personable, polite and not prima donnas. Jarome Iginla is very freindly and likeable for example. The NHL should take a page from the NFL and promote the charitable work done by players, especially with kids. This gladiator preparing for battle is a cliche and works as well as the US Army's "Army of One" campaign in my opinion.

[swflyers25]

Market the players on all the teams like Nash, Ilya, Gagne, Crosby. Get someone with an actual marketing degree on the job. ;)

[Canadian26]

I think the current pace of the game with the rule changes, may actually attract some fans and get them to actually stick around. These games have all been exciting so far...

I never liked the idea of having hockey on OLN, I dont even know what channel it is on my TV. Its not exctally the place for a pro-sport to be shown. ESPN even if the NHL wasnt in the top5 sports they showed, atleast ppl watched that network alot more regullary and there was more exposure. Maybe they should start doing more commericals that show, hits, scoring, fast paced plays with big name players.