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Despite the 'one-step-at-a-time' philosophy he has preached in his five years as the National Hockey League's first commissioner, Gary Bettman has taken some broad steps with the league. In sheer [...]

The agency of MacLaren McCann, hired by the Toronto Blue Jays hockey team, taped commercials which put the team as approachable, using aspects of Canadian culture and its manager's organization philosophy.

The National Hockey League (NHL) has launched an ambitious initiative aimed at raising the profile of hockey and expand its fan base. To transcend its image as 'the fourth major league sport,' the NHL allowed the suspension of the games in February to allow players to participate in the 1998 Winter Olympics in Nagano, the first time that professional hockey players can take part in the competition. The league will lose a huge amount of dollar revenues as a result of the decision but hopes to benefit in the long-term since it has the potential to boost the appeal and marketability of hockey. In addition to this move, the NHL Enterprises LLP, which is the marketing and licensing body of the league, has launched Break Out, an office series that includes such activities as slapshot contests and virtual reality hockey games. A Winter Break program is also being planned, which will include clinics and gatherings in major North American cities.

MasterCard has iced a four-year contract making it the 'official payment system' of the National Hockey League. The agreement includes a media buy that gives MasterCard category exclusivity during the [...]

The effort of National Hockey League to popularize the game through its marketing campaign is discussed.

The women hockey team which participated in the 1998 Winter Olympic Games in Nagano, Japan, are exerting efforts to keep up the frenzy which resulted from their gold-medal performance. Team members have signed endorsement agreements and received a commemorative puck from Nikco Sports. Emerging as one of the greatest success stories from the Olympic games, the women hockey team's win in Nagano, Japan, has also contributed to a 20,000 increase in membership in USA Hockey, the governing body of the sport in the US. Moreover, it has enhanced the image of the sport and led to various marketing opportunities for female athletes. These marketing opportunities are forecast to include product representation and endorsements, and exposure-building programs.

The National Hockey League and its Players Association announced last week they will launch a jointly licensed consumer magazine called NHL PowerPlay. Targeting the boys 12-16 'tweens' market, the magazine [...]

Fox Sports is studying an electronic puck that would make it easier for neophyte viewers of its National Hockey League telecasts to follow the action. According to several station sources, [...]

Think you're a talented enough marketer to sell ski parkas in Florida or bathing suits in Alaska? Then you can appreciate the task facing the National Hockey League's Dallas Stars, [...]