While Sochi 2014 continues to march on into its second week, its stars, especially the American stars, are coming into focus in some of the larger platform events that casual fans love. The misses of Shani Davis and Shaun White continue to leave new openings for bobsled, figure skating and perhaps even more than ever before, for hockey.
The drama, some expected, some surprising, that Team USA has provided fans with as they enter the Quarterfinals this week has been terrific and has given at least short justification for the NHL shutting down their business for two weeks. Would hockey even on its best regular season Sunday that wasn’t in outdoors stadiums have generated enough buzz and interest when going against the NBA All-Star game, the run-up for Daytona, and pitchers and catchers reporting? Would regular season NHL have even been able to out-draw interest in an Olympics which the elite players were not participating in? Probably not.
For all the short-term issues created by a schedule stoppage, hockey can still be the big winner coming out of Sochi, with new stars, well rested players and the prime time drama which has the potential to be played out this week. The biggest opportunity hockey will have going forward is something that no other Olympic medalist or team will have in the months coming; its own pre-set city by city night by night tour, called the NHL regular season and playoffs. The biggest bobsledders, the greatest figure skaters, the most dynamic downhill skiers who can all claim gold this week will not have the massive pre-planned platform that hockey will have when it returns to action. Every night casual fans will tune in to see their local teams, but they will also see some newly minted Olympic heroes from countries far and wide returning home to play not just once, but time and again. There will be multiple chances for U.S. and Canadian fans to see their returning heroes and re-live the memories already forged and those still to come, an opportunity which local marketers and community programs should be jumping on, and something which any other sport will have to concoct at breakneck pace once the games are concluded.
While going into the Games the NHL and NBC had a set list of stars to promote, the early run by Team USA has brought yet two new names to the forefront in St. Louis Blues hero T.J. Oshie and the Toronto Maple Leafs’ Phil Kessel, both solid names in their own markets who now have national buzz for casual fans who until this past weekend may have never heard of them. While youth…and that’s important…youth shirts for USA Hockey with Oshie’s and Kessel’s names have been flying out the door and off sites like Fanatics.com, the more important element will how these new faces to most of the audience can be pushed forward through the rest of the winter and into the spring, when their teams are on the road, and how they can be partnered with the existing stars as the hockey tournament plays out.
Now several key places are already in the mix for “brand hockey” in the States. The grassroots push of “Hockey Weekend In America” is already set for the week following the Games, with a host of local celebrations in communities big and small to help bring the Olympic experience to many communities. College and high school games, along with the elite NHL and minor leagues, can now invest in social media sharing and re-living of Olympic moments that can be played out through on a large scale through the deep resources of the NHL-NBC relationship. Brands in various locales can also indirectly ride the Olympic crest of interest by partnering with teams and even former Olympians to help retell the stories of glory past and present, all of which can be revisited time and time again as hockey moves into the spring on various levels.
Now does all this mean that suddenly, as happened in 1980, there will be thousands of kids who never played hockey before suddenly rushing to rinks? Probably not. What it does mean is that hockey, and the NHL, have perhaps one of their best brand awareness platforms now in place to really bring in new ticketholders and consumers, and probably some additional sponsor partners. While some may say that Oshie’s success is limited in helping the Blues, it really lifts the overall hockey platform, and that rising tide can benefit everyone in the game from the grassroots to the NHL.
There will still be many skeptics as to the value of a league shutdown for several weeks, and a league like Major League Soccer is certainly watching closely how much the Olympics benefited the NHL as they go through a similar situation in some respects with World Cup this summer. Will the benefit to the NHL, which is perhaps even bigger than what the league went through following the Vancouver Olympics, be amplifies enough to continue the partnership in 2018? Is there enough that is built for the NHL to try and do its own World Championships in the fall, like MLB has tried to do with the World Baseball Classic and soccer does with World Cup? Hard to say if that Olympic buzz would translate to a non-Olympic event away from the buzz of the Games.
What is pretty clear is that hockey is structured for a very unique test of brand growth in the coming weeks after the Games, one which any Olympic sport would love to have to keep the flames fanned for casual and brand interest, and one which could help propel interest and engagement in the game to new heights of casual interest and brand development in markets large and small.