Marketing Strategies Influencing NHL Fan Base
Poster Number
064
College
College of Education
Department
Physical Education, Sport & Human Performance
Faculty Mentor
Jinwook (Jason) Chung, Ph.D.
Abstract
The beauty of sport is that it has the ability to reach people from all areas and walks of life. For professional sport organizations, it is crucial to utilize every possible resource to maintain and continuously build the prominence of their specific league throughout the market. Within the last decade, the National Hockey League has implemented an event known as the Coors Light Stadium Series that features a sequence of outdoor professional hockey games. Events such as this illustrate ways in which the NHL has intentionally engaged with their current market and established a positive perception in the minds of those in other segments. The purpose of this research is to examine the effect of the marketing strategies specifically behind the expansion and special events of a professional sport organization as they relate to the potential success and prosperity of the league across North America. This will determine the impact this league’s efforts have ultimately made regarding fan popularity, recognition, and following. Sport professionals can utilize the findings from this research and implement the data into strengthening their marketing strategies to engage current and new markets.
Course Assignment
SPMA 390 – Chung
Start Date
12-4-2019 2:15 PM
End Date
April 2019
Marketing Strategies Influencing NHL Fan Base
Richardson Ballroom – DiGiorgio Campus Center
The beauty of sport is that it has the ability to reach people from all areas and walks of life. For professional sport organizations, it is crucial to utilize every possible resource to maintain and continuously build the prominence of their specific league throughout the market. Within the last decade, the National Hockey League has implemented an event known as the Coors Light Stadium Series that features a sequence of outdoor professional hockey games. Events such as this illustrate ways in which the NHL has intentionally engaged with their current market and established a positive perception in the minds of those in other segments. The purpose of this research is to examine the effect of the marketing strategies specifically behind the expansion and special events of a professional sport organization as they relate to the potential success and prosperity of the league across North America. This will determine the impact this league’s efforts have ultimately made regarding fan popularity, recognition, and following. Sport professionals can utilize the findings from this research and implement the data into strengthening their marketing strategies to engage current and new markets.
