NHL CMO & Exec VP Heidi Browning said that the NHL is "using data on fan behavior to forge a stronger connection with existing fans and attract new ones, as well as using technology to bring fresh perspectives to the game," according to a Q&A with Alexandra Bruell of the WALL STREET JOURNAL. Browning, who joined the NHL in October from Pandora, discussed her plans to grow the sport and other issues. Below are excerpts from the Q&A, some of which have been edited for brevity.
Q: You recently left a sexy digital music business to join a 100-year-old sports league. What’s your mandate?
Browning: NHL Commissioner Gary Bettman gave me one clear goal, and that’s to grow our sport. ... The commissioner encouraged me to take a blank-canvas approach to growth.
Q: Who are your current fans and some of the new fans you’re looking to reach?
Browning: We need to broaden beyond hard-core fans and expand to casual fans. Millennials and Gen Z are a huge focus for us. We’ve got a sport that’s wired to the attitudes and behaviors of these generations, because they’re so action-focused. We’re absolutely looking to target more women. Our demographics are about 60% male and 40% female.
Q: How are you using fan data to drive growth?
Browning: This is a huge initiative for us. ... We’re at the evaluation stage now, but we’re relooking at our data strategy. We may bring in some new digital and data skills to enhance the current team we have.
Q: How are you rethinking your media and marketing mix, as well as your budget?
Browning: I’m making the case to make some investments in paid advertising. Coming from a media background, I believe in the power of paid media to help augment the owned and earned impact we have, and to drive growth and engagement and business results (WALL STREET JOURNAL, 2/21).
