How the NHL is Selling Hockey

            This September will be the first time the world will have the chance to see the best hockey players in the world compete against each other since the 2014 winter Olympics.  While that is only about a two and half year difference, it is much longer than the wait from the last World Cup of Hockey in 2004. 

            The competition will be comprised of eight teams: Canada, Czech Republic, Europe, Finland, North America, Russia, Sweden, and the United States.  Team Europe will contain a player from most of the other European countries that are not represented at the event.  North America will be the best players from the United States and Canada that are 23 years old and younger. 

            The product, the World Cup of Hockey, has a very different incentive than that of the newly developed iPhone 7 by Apple.  While the iPhone 7’s objective are to provide a profit for Apple, the World Cup of Hockey’s objective is to create attention and a buzz surrounding the sport of hockey.  By doing so, the interest of hockey will help to grow the game domestically and internationally. 

            One of the main reasons that the National Hockey League (NHL) is holding the event is to attempt to create a larger market.  They are doing this by focusing on the common target market, hockey fans, and those that often to do not always follow professional hockey.  For instance, I do not follow soccer throughout the regular season, but when the World Cup occurs, I will often follow the United States national team.  In countries like the United States, where the following for hockey is not as strong year-round like Canada or Russia, the event should spike interest.  With the NHL season starting within a month after the tournament, the executives are probably hopeful that the peaked interest of the sport will carry into the regular season.  Essentially, the purpose of this event is to promote the sport of hockey on an international platform.

            The price of the tickets vary, like most sporting events.  The seats that are farthest from the ice will be the cheapest and the seats closest will be more expensive.  The tickets are obviously open to a range of financial situations and geographic backgrounds. 

            The event will take place in Toronto, Canada.  All the games will be held at the Air Canada Centre (NHL.com).  This central location in North America displays the importance of the fan hood that will come from Canada, but also close enough to the United States that it will draw quite a bit of attention.  Even though the location of the event is in North America, this should not take away from the attention it will be receiving from countries in Europe and those places that are being represented at the tournament.  Choosing Toronto was a strong marketing strategy by the NHL. 

            Finally, the promotion for the World Cup of Hockey has been on NHL.com, NHL games in the 2015-2016 season, and on sports television programming, like ESPN.  The most common promotions have been through a series of commercials with a hockey broadcaster named “Reg Carling” who interviews some of the best and most popular players from around the world.  This includes stars like Patrick Kane, Patrice Bergeron, Nicklas Backstrom, and many more.  However, the best commercial that was produced from this event was “Who Owns Hockey”.  In this commercial, players and fans from all countries competing give reasons why their country “owns hockey”.  It is a great marketing strategy from the NHL to use members of all of the competing countries in such a strong advertisement that creates excitement to watch their favorite countrymen fight for the right to say that they “own hockey”.