Case | HBS Case Collection | December 1998

NHL 1998: "The Coolest Game in Nagano"

by Stephen A. Greyser and Kirk A. Goldman


Explores the National Hockey League's participation in the 1998 Winter Olympics, for which a "winter break" was taken from the regular schedule. The benefits and risks associated with the NHL's Olympic participation are one specific focus. In addition, the case address fan development and league growth, including franchise expansion to the U.S. Sun Belt, the role of national television for the NHL, and the impact of Grassroots Programs.

Keywords: Risk Management; Brands and Branding; Marketing Communications; Opportunities; Competitive Strategy; Expansion;


Greyser, Stephen A., and Kirk A. Goldman. NHL 1998: "The Coolest Game in Nagano". Harvard Business School Case 599-024, December 1998.