New NHL COO and former ABC Sports Senior VP/Programming
Jon Litner is interviewed in BRANDWEEK and talks about his
decision to leave ABC to join the league's front office.
Litner: "I've enjoyed my time in TV, but the NHL's
positioned for growth and I wanted to be a part of the group
that capitalizes on that." Litner, on the NHL's growth
opportunity: "We've got 20% of our players from outside
North America, so we have to figure out how to run what
looks like a terrific international opportunity into a
reality there. The opportunities in the interactive area are
obviously immense. And our in-house production facility is
a great asset, especially if you combine capabilities with
new technology." Litner said that the league would like to
develop itself as a brand by "adding as much exposure as we
can to make it more of a high-profile national property.
Airing the Stanley Cup Finals in prime time is a bit of
brandbuilding right there" (BRANDWEEK, 11/29 issue).
LICENSE TO PROMOTE: New NHL Enterprises President
Richie Woodworth is profiled by Stephen Gandel of CRAIN'S
N.Y. BUSINESS, who writes that "building up hockey's
following and bolstering revenues" through national
licensing deals and TV contracts "won't be an easy skate,"
as in recent years, the league "has been slow to add fans as
big-name stars" such as Wayne Gretzky and Mario Lemieux have
retired. But Woodworth, former President of the Greg Norman
Collection, wants to build the NHL brand by expanding the
league's "apparel business beyond jerseys and hockey gear."
Woodworth: "I want the NHL to sell clothing that is not just
for the arena, but that people will wear out to dinner or to
a movie." In order to build a "lifestyle brand" around the
league, Woodworth "is steering the NHL away from its near
monopoly in selling hockey jerseys and into a competitive
market with the likes of Nautica Enterprises and Tommy
Hilfiger" (CRAIN'S N.Y. BUSINESS, 11/29 issue).
