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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 [...]

Madison Square Garden is a madhouse. Maniacal New York Ranger fans are hugging in the aisles, screaming at the top of their lungs, releasing a roar more than five decades […]

Quick quiz: What girls' sport saw participation grow 348% between 1991 and 2001, according to NSGA figures, while the men's side of the sport increased a paltry 6%? The answer [...]

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 Tampa Bay Lightning, having written off any hope of a playoff run months ago, is already trying to get a head start on ticket sales for the 2001-02 hockey [...]

FOR MUCH OF THE PAST FIVE years, the NHL has been attempting to arrest slumping TV ratings and fan interest without success. Yet, this season, reviving interest in the game […]

The Minnesota Wild and its NHL brethren are reviewing -- sometimes critically -- a proposed Internet policy under which teams would retain control of the content on their own Web [...]

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.

The National Hockey League has continued its Stanley Cup playoffs promotion for 1997. Mastercard utilized its smart card program to provide prizes and merchandise highlighting the All-Star game. Bud Ice sponsored the Most Valuable Player Award at the 1997 All-Star game. Nike and Norelco also have advertising campaigns related to the National Hockey League., The National Hockey League continues its 'Cup Crazy' marketing campaign this season to promote the Stanley Cup playoffs, regarded as the most exciting time of the season. Also, Norelco was [...]

The Hanson Brothers are making a comeback by touring with ice hockey leagues under the sponsorship of Anheuser-Busch. The three former hockey players continue to be popular among sports fans, and the marketing strategy is to present them as fun-loving, humorous old-timers. The Hanson Brothers will tour with the American Hockey League, the International Hockey League and the National Hockey League in 30 arenas., ROSEMONT, Ill. -- 'The Hanson Brothers' are in the midst of a Bud Ice-sponsored 'comeback' tour of 30 North American arenas with pro teams in the National Hockey League (NHL), [...]

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 National Hockey League is bent on promoting its sport in nine different cities, including Chicago; IL, Toronto, Canada; Dallas, TX; and Miami, FL. The league will promote the sport with off-ice, outdoor tournaments and will also market its own merchandise and street hockey equipment. Hockey has become more popular in the 1990s, and the league will focus on establishing ties to local communities., The National Hockey League (NHL) is taking its product to the streets of North America. 'NHL Breakout '95' is designed to market the growing popularity of hockey by conducting outdoor, [...]

The out-of-venue neutral-site regular season game program of the National Hockey League continues to attract the attention of sports fans. The program, which features 26 regular season games in seven non-NHL venues, was devised to encourage local promotion and participation of the sport. Promoters of the games have a big potential gain from the situation. The line-of-signage deal will enable them to earn as much as $1 million from the sales of dasher boards and any other merchandise allowed by the venue. They will also get a percentage from the total ticket sales generated in every game., National Hockey League (NHL) neutral-site, regular-season games are in fewer cities this year. it's the second year of the program, which is a result of the owners' strike settlement with [...]

Forget about the fallout from the NHL's season-long players' lockout last year. Hockey is alive and well in, of all places, Jacksonville, Fla., where a court specially designed for the […]

National Hockey League is trying to draw in an audience that does not fancy watching hockey. The strategies it should adopt for such promotion of hockey are discussed.

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

The National Hockey League (NHL) has launched an aggressive marketing campaign to boost the renewed popularity of hockey. The NHL has already signed a new licensing agreement with CCM and Pro Player and a television contract with ABC-ESPN. It has launched a variety of ice and roller hockey programs and struck a deal with toymaker Hasbro in hopes of promoting hockey among kids. The league is also working with hockey teams and private developers to build several ice rinks across the country., With participation numbers on the rise while the number of rinks around the country continues to surge, the NHL says hockey is ready to breakout out of its shell in [...]

The National Hockey League has allied with sponsors, licensees and groups such as USA Hockey in launching a multi-dimensional grassroots program in the early 1990s to develop the game among children. The alliance has created several developmental projects including those that are teaching the rudiments of the game such as refining stick skills and those that are introducing inner-city children and minorities to the game. The league has also contracted real estate developers to design and build additional hockey playing rinks., In an effort to attract greater numbers to the sport, the NHL has teamed with its sponsors, licensees and other organizations to take its message to the street - netting [...]

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, [...]

Fast-paced ads featuring NHL players target young males Betting that hockey will soon follow the NBA as the marketing darling of professional sports, ESPN is airing a campaign featuring the [...]

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, [...]

Stroh Brewery Co.'s Stroh's and Stroh's Light beer have teamed up with the New York Islanders to offer fans free Islander hockey tickets. According to the brewer, fans of Stroh's [...]

One March morning in 1972, a crimson cloud climbed from the jowls to the hairline on the scowling kisser of a man named Harold Ballard, the new kingpin of the [...]