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Case Study: NHL

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Chelsea Moran

on 11 December 2014

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Transcript of Case Study: NHL

NCAA Sports Stats
Collegiate Level
International Expansion
US is 3rd largest market region, with best talent in NHL
Grass-Roots Fan Base Growth
High School Program Opportunities
Collegiate Level Program Opportunities
NHL Case Study

Case Study: NHL
Introduction to the NHL
SWOT Analysis
A look at the competition
The hockey fan base & target consumer
Marketing's place in NHL history & its future
Opportunities going forward
Player Promotion
High School
30,381 public High Schools
only 1,518 have hockey programs

Expanding League outside of North America
NHL has played games in Europe as test market
How increasing the popularity of our players will increase NHL support
NHL attracts the best players, but US is not most popular
Possible Solution
We can expand into Western Europe
Have own division to incorporate that region
More patriotism for the US market
Will also attract players playing for home country
Drawbacks to International Expansion
Players from US against the idea (similar to NFL)
Travel costs can be a major problem
May isolate the league into US, Canada, and Western Europe
Average NCAA Revenue by Sport
2 lockouts
Rule changes
New teams
SWOT Analysis

The Problem:
Difficulty promoting star players
Prominent foreign players
Other leagues have had much more success making players iconic

Top 10 most Powerful Athletes in US
1 Lebron James
2 Tiger Woods
3 Derek Jeter
4 Floyd Mayweather
5 David Beckham
6 Peyton Manning
7 Kobe Bryant
8 Sidney Crosby
9 Christiano Ronaldo
10 Usain Bolt
Top 10 most Popular Athletes in the US
1 Lebron James
2 Michael Jordan
3 Derek Jeter
4 Peyton Manning
5 Dale Earnhardt Jr
5 Kobe Bryant
6 Tom Brady
7 Tiger Woods
8 Drew Brees
9 Aaron Rodgers
Most Popular Athletes by State
23/50 states = Lebron James
7/50 states = Peyton Manning
4/50 states = Adrian Peterson
4/50 states = Tom Brady
2/50 states = Andrew Wiggins
0/50 states = any NHL player
2014 Athlete Popularity Trends in US
Our Goal:
Better publicize star players through various efforts including advertisements, sponsorships, TV programs, social media outreach, promotions and specials.
Our Belief:
By creating players that are iconic to youth and recognizable outside the hockey fan base we will increase our viewers and following and gain supporters of the league.
Positive reputations/ likeable athletes
Improved relations with league & NHLPA
Highlighted in Winter Olympics
"NHL is only getting hotter"
Momentum over NBA
Foreign-born players
Momentum is temporary
Keeping lives private
Reputation is put at risk
Compromising priorities
Financial Analysis
Action Plan
Costs involved vary:
-Voluntary effort by players
-Ad space
-Air space on TV networks
-Production costs
-NHL marketing team getting players on board
-Discover what promotions are best fit and to what extent they should be pursued

Right Environment
30% of league rosters are comprised of European players
25% to 35% of NHL.com traffic comes from Europe
Concerns before expanding to Western Europe
Time zone issue
Potential markets, where the sport sells
This opportunity would create an appreciation for the sport at an earlier age.
More students will aspire to play professionally
It creates revenue opportunities for Universities/colleges.
Watch players develop from an early age and create a following for athletes as they advance their careers.
Can be really costly at the high school level
Equipment, Arena
It can be difficult to convince schools to adopt a program because of limited arenas and resources.
A lot of infrastructure would be needed to add games to the current system.
Full transcript