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NHL Reaching Out to Generation Y

from the Ottawa Citizen,
Sidney Crosby, shirtless, but still exuding that nice-guy aura, has hit the newsstands in Vanity Fair, generating the kind of buzz that money can't buy. Crosby's beefcake shot is one more sign that the NHL is trying to expand its appeal in the U.S., and among Generation Y fans -- those between the ages of about 16 and 25, said Frank Pons, an assistant professor of sports marketing and consumer behaviour at the University of San Diego who studied hockey marketing as an MBA and PhD student in Quebec City and Montreal. Of course hockey is a tradition, said Pons. But more and more, the NHL seeks to position its brand outside of the sports sphere and into the entertainment sphere. And the kicking ass part is all-American. "A lot of American sports are moving away from selling the sport, they sell the entertainment," he said. "The value of hockey is not in how good the team is."


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About Kukla's Korner Hockey

Paul Kukla founded Kukla’s Korner in 2005 and the site has since become the must-read site on the ‘net for all the latest happenings around the NHL.

From breaking news to in-depth stories around the league, KK Hockey is updated with fresh stories all day long and will bring you the latest news as quickly as possible.

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