NHL brand takes body check
Posted Jan 8, 2013 12:00:29 AM.
This article is more than 5 years old.
With the 113 day N.H.L. lockout ending with a tentative 10 year contract with the players association, there is still work to do in terms of the fans and the image of the league.
Edgar Baum of Brand Finance Canada tells 1310News this latest job action will sit on the minds of those who buy the tickets. “It just reinforces what happens since the early 90’s with the NHL”.
Even in hockey mad Canada, Carleton University marketing professor, Robin Ritchie tells 1310News, he expects those teams to feel the fans wrath. “The fans like the brand, they like the product and so they’re going to be coming back, but consumers like to show their displeasure at least in the short run.
As for attracting the fans and sponsors the league and players turned their backs on, Baum says they will have to return with a product that is really enjoyable. “They’re going to have to come back with a hockey that is fun, entertaining, flowing….that gives people the stories that they need”.
Both Baum and Ritchie do agree that merchandise sales will likely take a hit.
