What Adidas Can Do for the NHL

At the start of the 2017-2018 season, the NHL will begin to wear jerseys created and manufactured by Adidas, not Reebok.  Reebok has been outfitting the league since 2007.  Along with Reebok, Bauer controls the largest portion of the market share.  If Reebok and Bauer have the best history and the most of the market share, then the new choice of Adidas is a questionable decision by the NHL.  Adidas does not have a history in Hockey, so we have to wonder what changes may come for the league and the company’s connection to hockey.  It seems likely that they may stay focused on jerseys and not venture too far into equipment manufacturing.  On the other hand, if Adidas were to enter the hockey equipment world, it is beginning to build its brand name and brand equity within the market.

         

   Adidas does not have the most experience in hockey, but it does have some.  It has been making jerseys for college hockey teams for a couple of years, like the University of Michigan (left), and it is not too uncommon for them to be making jerseys on a larger scale.  This large scale began in August of 2016.  The first sighting of the Adidas hockey jerseys were at the World Cup of Hockey.  The new styles of jerseys were very modern and it seemed to meet expectations.  The NHL could probably use a make over with their logos and jerseys, and it seems that Adidas has the smarts and style to be the company to do so.

            A glimpse into what some logos and jerseys may look like in the future could be the new look of the Florida Panthers.  The team released their new logo and jerseys at the end of last season.  It consists of a fresh and modern take on their old logo.  The new look resembles more of the jerseys that we saw at the World Cup of Hockey than it does the rest of the league’s current jerseys. 

            Something that we should be on the lookout for with the new jersey provider is the possibility of ads on the jerseys like many European leagues.  In recent news, the NBA has decided that next season, it will allow companies to buy a part of the jersey for promotion.  This new opportunity for advertising may begin to spread throughout the other three major sports leagues in the United States.  The change in jersey providers for the NHL could be a large step in that direction.  The NHL is becoming more popular and it would make sense for the league to make use of their growth in viewership and fandom to create a new avenue for profit. 

            Adidas could use this new partnership for a brand extension into the hockey market.  If the jerseys were to become more modern, like the Florida Panther’s or World Cup of Hockey jerseys, then it would be a great platform for the NHL and Adidas to create more profit for both organizations.  The new business partnership between the NHL and Adidas is unexpected and the changes to come may also be surprising.

http://www.cbssports.com/nhl/news/report-adidas-wins-rights-to-nhls-jerseys-big-changes-coming/

NHL Centennial: Once in a Lifetime Event

The National Hockey league will be entering its 100^th year in existence beginning in 2017.  The NHL is a great organization and is responsible for some incredible players and moments that took part throughout the long history of the sport and the league.  Out of the four major sports leagues in the United States, the NHL has been in existence the second longest.  While Major League Baseball has been the oldest in existence, the National Football League and National Basketball Association were both founded after the NHL. 

            The league has many different promotions ready for the start of the centennial year.  The most prominent of all is introducing the “leagues all-time leading scorer”, Wayne Gretzky (shown in the image to the right), as the ambassador for the centennial year and all events included (CBS Sports).  By announcing Wayne Gretzky as the ambassador the celebration, the league will be using the “opinion leader” approach to gain momentum and bring some excitement to the festivities.

            Along with announcing Gretzky as the ambassador, the league will host a large array of event that will also help to promote the centennial year.  These events include many games that bring attention to history, rivalries, and expansions.  The first game that will be played in the centennial year is the NHL Centennial Classic, usually named the Winter Classic, which includes two original six teams, the Toronto Maple Leafs and the Detroit Red Wings, taking place in Toronto.  Other events include outdoor games that will reiterate the strong history of the NHL by posing long time rivals against each other.  The two games include competitions between the St. Louis Blues and the Chicago Blackhawks, and the Pittsburgh Penguins and Philadelphia Flyers.  The Los Angeles Kings will also host an event along side the league to help show the expansion out to the southwestern region of the United States. 

            Another event that will take place is the NHL awards, which be hosted in Las Vegas.  The league will have a team based out of Las Vegas for the first time that will start league play in the 2017-2018 season.  Also, the NHL draft will take place in Chicago, which is has a long history of being known for its hockey history since it is one of the original six teams.

            The product that is being promoted is the NHL celebration.  The product will not just be one event or one time, but many different events as you can see.  The place will also be in many locations to provide outlets for the NHL and the centennial year.  The price will vary, as the different events will include different products, like outdoor games, awards, and the draft.  At each of the games, there will be different videos and showings of the NHL’s centennial year to help to provide some background for the long history. 

            By having different locations and events, more people will have the chance to take part in the celebration.    The target market for these events and celebrations will be primarily existing hockey fans, while the tickets and opportunities are open to anyone who wants to go.  The yearlong celebration by the NHL is smart and may lead to attracting new hockey fans.  By having many events and opportunities for different regional markets, the NHL is welcoming any and all that want to be a part of this one in a lifetime chance.

http://www.cbssports.com/nhl/news/nhl-reveals-big-plans-for-100th-anniversary-names-gretzky-centennial-ambassador/