Nhl Case Analysis

For the "NHL" case, answers to the following questions will help you prepare for the case discussion:

• How should the NHL grow its fan base? Through television? Through grassroots marketing? Determine the impact of the two strategies on the fan base and revenue from the sport.

Television and grass root marketing both are crucial in growing the fan base. It is not a question of media versus fan development, it is both. Exhibit 15 shows 67.3% of 21-30 ages US Men fans developed interest in hockey by watching it on TV and 51.8 % after listening to their friends. Almost same proportion applies with US women. For grass roots, it is important that how well the program will work in reaching its goal of increasing the fan base. For TV, the dollar value of reaching the goal of increasing the ratings has to be calculated.

• Summarize your findings from Exhibits 10-20. Do they support your action plan above (about growing the fan base)?

Summary of Exhibits 10 -20 are as follows:

Hockey is behind other major sports (Football, Basketball and Baseball) with respect to fan base and viewership.

There is a very high probability of the ‘Not really interested’ category (57.2% Exhibit 11) and there is a potential to shift their categories.

The fan base is mostly Casual Fans (17%). For other sports, the “Big Fan” category is much higher compared to Hockey Fans. Convert the people under casual and slightly interested category to big fan category by grass root marketing. This can be done by involving the people in local events where T shirts, mugs, bottles having NHL logo are distributed.

Exhibit 15 shows 67.3% of 21-30 ages US Men fans developed interest in hockey by watching it on TV and 51.8 % after listening to their friends which supports the action plan above.

The best way to create a fan is to play the game. The fan base should be improved by conducting hockey games in schools and colleges. All participants can be given hockey jerseys. The winners must be given...