SBD/January 7, 2011/Media

NHL Sees Increased Web Traffic, Merch Sales For Winter Classic

Visitors to spiked for this year’s Winter Classic, with an estimated 1.2 million unique users logging onto the league’s website on New Year’s Day, a 30% increase from '10. Video starts on the website were up 147% from '10, and total visits jumped 31%. The NHL’s “Watch and Win” campaign, which asked fans game-related trivia questions over Twitter and Facebook, drove the league’s social media numbers, with Facebook referrals jumping 83% over '10 numbers and #WinterClassic peaking as the sixth highest trending term on Twitter on New Year’s Day. Merchandise and concessions sales also spiked, with stadium concession sales at Heinz Field up 24% from sales at Fenway Park for last year's Flyers-Bruins outdoor game. Total merchandise sales for Winter Classic retail increased 78%, with all apparel up 41% and women’s apparel up 58% from '10. Gifts and novelty sales, which included Winter Classic-themed Terrible Towels, were up 282%.
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