Case | HBS Case Collection | October 2010

Narragansett Brewing Company

by Tom Nicholas, Lindsey Marshall and Charles Anthony Miller


Mark Hellendrung, CEO of Narragansett Brewing Company, is deciding whether to partner with a local television station for the upcoming NHL Winter Classic outdoor hockey game between New England's own Boston Bruins and the Philadelphia Flyers at Fenway Park. He had purchased the trademark of the historic New England-based company, Narragansett Beer, four years earlier in 2005. The hockey game offered the company an opportunity to expose millions of potential consumers to their brand. Hellendrung was just one of many local business owners looking to take advantage of the marketing opportunity. The case explores whether investing in a professional sports event represented the right shift in strategy.

Keywords: Corporate Entrepreneurship; Business Startups; Business Strategy; Sports; Financial Strategy; Marketing Strategy; Investment; United States;


Nicholas, Tom, Lindsey Marshall, and Charles Anthony Miller. "Narragansett Brewing Company." Harvard Business School Case 811-028, October 2010.