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Volume 26 No. 207
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New Red Wings GM Yzerman Will Not Be Focus Of Marketing Efforts

The Red Wings' hiring of Yzerman on April 19 has already helped ticket, suite and corporate sales
Photo: GETTY IMAGES
The Red Wings' hiring of Yzerman on April 19 has already helped ticket, suite and corporate sales
Photo: GETTY IMAGES
The Red Wings' hiring of Yzerman on April 19 has already helped ticket, suite and corporate sales
Photo: GETTY IMAGES

New Red Wings Exec VP & GM Steve Yzerman was formally named to his post in April, but "don't expect to see him as the new marketing face" of the franchise, according to Bill Shea of CRAIN'S DETROIT BUSINESS. It is "very unlikely his name and image are going to be plastered on billboards, merchandise and promotional materials." The Red Wings are still "several years away from being a serious contender and there's no sense in constructing a savior narrative around the second-most beloved figure in team history after Gordie Howe." Shea: "Why taint his legacy by making him the face of losing teams?" However, there is "marketing value in having Yzerman run the team," and the "goodwill his hiring brings is enormous." Since hiring Yzerman in April, the Red Wings have "goosed ticket, suite and corporate sales." Ilitch Holdings Sports & Entertainment President Chris Granger said, "By any metric or commentary we're getting from our partners and fans, people are excited about our future and our direction" (CRAINSDETROIT.com, 6/3).