National Hockey League Case
This is an excerpt from the paper...
Formed in the early 1900s, the National Hockey League has grown from six teams to nearly 30 and has seen its popularity increase substantially during the 1980s and 1990s. Originally based in the northern United States and Canada (regions where hockey is popular among amateurs and children), the league has expanded to where it now includes teams as far south as Georgia. Despite the action associated with hockey and the high levels of excitement which can be part of this fast moving game, the National Hockey League has not attained the same status as the National Baseball League, the National Football League or the National Basketball Association. League officials are keen to change this situation so that the owners and league partners can realize greater returns on their investment.The fundamental issue facing league representatives and owners is how to maximize returns to hockey stakeholders. Income can be generated from television contracts, licensing arrangements, tickets to games and sponsorships from corporations. The other three main team sports (football, baseball and basketball) have learned how to maximize revenue in these areas and some hockey teams have taken the approach of presenting themselves not only as hockey teams, but as a source of entertainment. At this point, the hockey league must determine whether it wants to continue to move into the larger market of family entertainment, or whether it wants to continue to participate
. . .
their capacity, which means that this is a limited area for growth (although it also suggests that revenue could be increased if prices were raised). Television also offers the opportunity to educate the non-hockey-playing public about the game which would build the audience for the future.
This does not mean that grassroots marketing efforts should be abandoned. Individuals who understand the intricacies of hockey through play are more likely to be interested in the performance of professionals than the casual observer, and in line hockey leagues can help promote that knowledge and interest. At the same time, grassroots popularity is likely to build demand for licensed team products as amateurs model teams after their favorite professional organizations, or as amateurs and children want products which depict their favorite teams and players.
The National Hockey League should focus its efforts on building the television audience for hockey through better programming and increased fan demand (higher ratings will make it easier to obtain more coverage and will increase the revenue that the league receives). This does not mean that the league should abandon its grassroots marketing program, since such marketing helps increase
. . .
Some common words found in the essay are:
Hockey League, Key Issues, Cup Final, League Hockey, American American, Base Television, According Exhibit, Fox ESPN, United Canada, Association League, hockey league, national hockey, fan base, national hockey league, grassroots marketing, build demand, marketing efforts, team sports, television contracts, growing fan base, professional hockey, growing fan, grassroots marketing efforts, league build demand, research supports idea,
Approximate Word count = 1461
Approximate Pages = 6 (250 words per page)
More Essays on National Hockey League Case
|
Customer Service
to Over
32,000 Professionally Written Papers!!!
