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SBD/18/Leagues Governing Bodies
THE RE-ENTRY MARKETING OF THE NHL
Published January 18, 1995
"In hockey, we now have an in vitro case study: how to market a sport that nearly self-obliterated a season. Obviously, the best marketing is to open -- or re-open -- the doors with major league players," writes Richard Sandomir. "Game On!" is the theme of an upcoming TV spot that will feature street hockey scenes from "Wayne's World." A print ad campaign by the league will feature the tagline: "Tape the sticks. Lace 'em up. Drop the puck." Fox Sports' Exec VP/Marketing Tracy Dolgin hopes to round up 10 to 15 players for a variety of personality and "oddball informational" spots (N.Y. TIMES, 1/18).