NHL Will Launch New Playoff Campaign, “Because It’s The Cup”
March 12, 2012 Leave a comment
From Terry Lefton at Sports Business Daily (reg. required):
The NHL this week is debuting a new postseason marketing campaign with the tagline, “Because It’s The Cup,” according to Terry Lefton in this week’s SPORTSBUSINESS JOURNAL. The new effort replaces the two-year-old “History Will Be Made” campaign and “showcases a new and unprecedented degree of cooperation between the league and MolsonCoors, which signed an NHL-record” $375M North American sponsorship deal last February.
NHL marketers are “trying to turn the Stanley Cup playoffs into their own version of March Madness.” NHL Exec VP/Marketing Brian Jennings said that an objective is to “attract non-hockey fans by ‘socializing the Stanley Cup playoffs.’” The shift from “History Will Be Made,” directed at avid fans, to “Because It’s The Cup,” aimed at casual and non-fans, “was based on research among casual and non-hockey fans showing that even those who could barely name a player on a team other than their local NHL club still had a knowledge of and appreciation for the Stanley Cup’s heritage.”