F
or the last 17 years, Susan Cohig has been a difference-maker for the NHL in its relationships with corporate sponsors. Among her present-day responsibilities, Cohig manages the league’s U.S.-based partnership marketing, oversees the sponsorship renewal and upsell process, negotiates licensing of league and club properties, and produces the league’s annual business meetings.
Her effectiveness can be seen in the NHL’s fan-sponsor loyalty numbers, which are often among the best for the major team sports.
In addition, according to the NHL, direct partner spending with the league increased by more than 75 percent between 2009 and 2012 under Cohig’s direction.
A Colorado native, Cohig cites her start in the sports world in the early 1990s — overseeing sales and corporate service under Tim Leiweke at Ascent Entertainment, which owned the NHL Avalanche and NBA Nuggets — as crucial to her professional development. “What I learned from Tim is that it’s all about customer service and listening,” said Cohig, who has been in her current position since 2009. “It’s not just about the sale, but understanding what works for your league partners. That sustains a long-term relationship.”
It also sustains a long and successful career.
— Christopher Botta
“Susan has amazing bandwidth and tackles every project with the same positive attitude, all the while keeping a laser focus on results. Her broad understanding of our teams’ businesses makes her highly effective in assisting them with problem solving and looking for new opportunities to expand their brand.”
— Brian Jennings | Executive vice president of marketing | NHL
