NHL Enterprises has restructured its licensing division as
it "adapts to a changing retail environment and bolsters weak
spots that have only recently emerged," according to Jeff Jensen
in ADVERTISING AGE. NHL Enterprises President Rick Dudley said
recent personnel changes and the creation of the new NHL Consumer
Products Marketing Division were necessary because the sports
licensing business has "radically changed" over the past several
years as everything from shifting fashion trends to labor
disputes have affected pro sports merchandising. In response,
the leagues have "ramped up" their marketing efforts, and
partnered with brands carrying bigger "marketing muscle" -- in
the NHL's case, Nike and Starter. According to Dudley, "We have
to become a marketing company," and NHL Enterprises is developing
a new brand concept for a line of "lifestyle" apparel that could
arrive in stores in 12-18 months. The league is not planning to
license the brand, but rather plans to partner with a
manufacturer while owning and managing the brand itself
(ADVERTISING AGE, 8/19 issue).
