Publications
Publications
- October 1995 (Revised December 1995)
- HBS Case Collection
Marketing the National Hockey League
By: V. Kasturi Rangan and Marie Bell
Abstract
One third of the 24 National Hockey League (NHL) teams are unprofitable. Another third are barely profitable. This case provides the background and market research data to help the senior managers of the NHL make decisions pertaining to how they would like to grow the fan base. The two choices under consideration are network advertising and grassroots marketing.
Keywords
Advertising; Decision Choices and Conditions; Management Analysis, Tools, and Techniques; Marketing Channels; Marketing Strategy; Research; Sports Industry
Citation
Rangan, V. Kasturi, and Marie Bell. "Marketing the National Hockey League." Harvard Business School Case 596-059, October 1995. (Revised December 1995.)
About The Author
