The post-game rioting aside, the recently completed NHL Finals between Boston and Vancouver capped what was another huge step forward in terms of visibility and brand growth for the NHL. Even in New Jersey, where the Devils horrific start doomed their playoff hopes early, New Jersey continued to make off-ice progress in growing their brand with a series of smart and effective promotions, capped off with “Mission Control,” their state of the art fan engagement platform at the Prudential Center which gave fans the ability to log on and interact with all aspects of the team while at the game.
Boston’s win in the seven game finals was another positive shot in the arm for a sport which many had written off several years ago, but with a solid and effective partnership with NBC and VERSUS and the leadership of Commissioner Gary Bettman and COO John Collins and others, has again turned the corner in terms of growth and engagement. Even more importantly than its domestic growth, is the position that hockey continues to gain internationally again. The Vancouver Olympics were one of two key large scale action platforms hockey had last year (with the ever popular Winter Classic being the other) that catapulted “Brand NHL” to a new level of casual fan engagement globally. Even with the uncertainty for Sochi in 2014, hockey is more in the conversation today than ever before globally.
Another key factor in the growth of the game internationally has been the Kontinental Hockey League’s expanded presence in Europe and in North America. The KHL has done a good job of marketing itself as a brand to hockey fans outside of Russia, and has worked to find ways to tie back to fans here in the United States through social media and other goodwill programs. The latest of those programs will take place in New York this weekend, when the KHL, will sponsor a two game series between the hockey team made of New York City Fire Fighters and EMERCOM (Russian firefighters’ team), and then a Legends of the USSR team (including several former Devils) against an FDNY/NHL Alumni team on Sunday at the Aviator Sports Complex. All proceeds from the games will benefit the FDNY Widow’s and Children’s Fund. Does it mean that the KHL will get in an old fashioned “arms race” with the NHL for talent or start bringing games to North America in the near future? No. What it does mean is that the KHL’s brand will provide added exposure for hockey overall and will help sport growth at times of the year where hockey sometimes is off the map. No downside and lots of good will for the casual fan, and even more good news for casual and die-hard hockey fans.
In short, brand hockey had a great year. Good will, international growth, an exciting Stanley Cup run, more sponsors, new diverse TV contract, the crowning of a champion in a city that loves the sport, digital innovation, fan engagement, all factored in. Even the Thrashers move back to Winnipeg is not terrible. What’s next? Hopefully labor peace and an added global presence, with lots of affordable fun for the casual and die hard fan to enjoy.
