Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • October 1995 (Revised December 1995)
  • Case
  • HBS Case Collection

Marketing the National Hockey League

By: V. Kasturi Rangan and Marie Bell
  • Format:Print
  • | Pages:31
ShareBar

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.)
  • Educators
  • Purchase

About The Author

V. Kasturi Rangan

Marketing
→More Publications

More from the Authors

    • September 2023
    • Faculty Research

    KaBoom! Play at Scale

    By: V. Kasturi Rangan, Sarah Appleby and Christine Snively
    • June 2023
    • Faculty Research

    Transformative Social Impact: Year Up

    By: V. Kasturi Rangan and Sarah Appleby
    • May 2023
    • Faculty Research

    OneTen: One Million Careers for Black Talent

    By: Boris Groysberg, V. Kasturi Rangan, Annelena Lobb and Kerry Herman
More from the Authors
  • KaBoom! Play at Scale By: V. Kasturi Rangan, Sarah Appleby and Christine Snively
  • Transformative Social Impact: Year Up By: V. Kasturi Rangan and Sarah Appleby
  • OneTen: One Million Careers for Black Talent By: Boris Groysberg, V. Kasturi Rangan, Annelena Lobb and Kerry Herman
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College