Is NHL Leaning Too Much On Crosby For Marketing Purposes?
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Crosby Feels Responsibility To
Be A Positive Role Model |
The NHL's marketing strategy is profiled by the N.Y. TIMES' Lynn Zinser, who noted the league's "promotional machine has leaned overwhelmingly" on Penguins C Sidney Crosby since he joined the league in '05. Crosby said, "I feel I have a certain responsibility. Like every professional athlete, I've always felt like I've had a responsibility to represent my family and my team, and to be a good role model." Zinser reported the NHL "has turned to a small group of players for promotional purposes," including Crosby and Capitals LW Alex Ovechkin. Toronto-based Stellick Marketing Communications President Bob Stellick said, "Sidney is the right guy in the right market. But the NHL is less of a broad-based sport. Ovechkin seems to be No.1-A." Marketing Evaluations Inc. Exec VP Henry Schafer added, "Crosby hasn't attained the level of other top sports stars, but he looks like he's on his way. The more people get to know him, the more they seem to like him." Crosby also endorses Reebok and Gatorade. NHL Exec VP/Marketing Brian Jennings said, "We've seen television ratings increase in games he has been in, increased attendance where he plays. He's a powerful force." Crosby, for his new DVD titled "Sidney Crosby: On the Ice and Beyond," allowed a camera crew "to follow him around all last season to capture the ins and outs of his hockey life." But Zinser wondered whether the NHL's promotion of Crosby "is enough, whether one player in a medium-size market can lift the league" (N.Y. TIMES, 10/25).
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Red Wings, Blackhawks Unveil Commemorative
Jerseys To Be Worn At January 1 Winter Classic |
JERSEY UNVEILING: In Detroit, Ted Kulfan reported the Red Wings and Blackhawks Saturday "unveiled the commemorative retro jerseys" they will wear during the NHL Winter Classic at Wrigley Field on January 1. The Red Wings "will wear a white-based jersey with a single red body stripe" inspired by the club's 1926-27 jerseys. The crest "features a classic Old English D in the center, and has the Wings winged wheel logo on each shoulder." The Blackhawks "will wear a primarily black jersey with red and beige horizontal body stripes." The crest "features the Blackhawks logo," and is the style that was worn by the team in 1936-37 (DETROIT NEWS, 10/25). Both jerseys are available for pre-order purchasing through Shop.NHL.com and the teams' official Web sites. The jerseys will be available via retail and online in early December (NHL). FSN Detroit's John Keating said the jerseys are "likely to be a big seller, and just in time for the holiday season” (FSN Detroit, 10/25).
FASHION FAUX PAS? On Long Island, Mark Herrmann wrote a recent fan poll on the best uniforms in the NHL awarded the Blackhawks as the winner, which is "good news for anyone who likes the color red, and for everyone who is concerned that the league is inching toward a 30-way tie on jersey popularity." Herrmann noted multiple teams now wear black jerseys and "what you have is uniformity in uniforms. It's also a mess. When you turn on a game, you often can't tell who is playing unless you happen to know who is playing." Chris Smith, who follows hockey fashion in his blog Icethetics, said, "Only a handful of teams stand out, if you ask me. Teams claim to spend so much money 'developing' uniforms and don't seem to care when nobody likes them." Herrmann: "Here's to the Bruins and the rest of the Original Six, who have not bent to the winds of trend" (NEWSDAY, 10/26).
SKATE SALE: In Vancouver, Greg Douglas reported former NHL coach Pat Quinn was among the contingent promoting the Thermablade skate at last week's NHL GMs meeting in Chicago. Quinn "was granted time to show a 35-minute video followed by a 20-minute discussion period." Quinn: "We had 40 to 50 players test the blade at various NHL training camps. Their testimonials are part of the video" (VANCOUVER SUN, 10/25).
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