NHL EVP of Media & Int'l Strategy DAVID PROPER comes from a legal background but has proven himself in sports since his time with the NFL. Since joining the NHL to lead its media department, his role has expanded to include int'l strategy. The NHL earlier this month wrapped up its Global Series event in Stockholm, which saw the Colorado Avalanche play two games against the Ottawa Senators. Proper spoke with SBD Global about how the event was received as well as the NHL's expectations for the future in the int'l market.
On plans for next season ...
David Proper: There is definitely something on tap for next year. We're still working through the venue agreements and a number of logistics. The way we are approaching Europe is we keep that November window for Tier-1 regular season games, so you can expect that's what we're focusing on for next year. And we're looking at, either next year or the year after, implementing something at the beginning of the season that would involve sending over teams to play in other countries that have a hockey interest. Like Germany or Switzerland, where they would play a local team for a preseason match and then go on to play each other in a season opener.
On the Stockholm Global Series ...
Proper: It was fantastic. Stockholm is a wonderful city and the hockey fans there are fantastic and knowledgeable. They were really excited to see NHL games, as well as their countrymen play. The players themselves had a great time and were fantastic ambassadors for us -- and for the game itself. I think for me, one of the high points was we brought back Peter Forsberg and Daniel Alfredsson as ambassadors and they did puck drops for each of the games. The incredible reception they got from the fans showed how much the fans were taken up with the whole event.
On plans for the next Global Series ...
Proper: There are definitely other European cities in mind. Stockholm is certainly someplace we would go back to. We view that November time frame to play games in what we call "Tier 1" hockey cities, meaning places that are very hockey-focused and have a strong background in hockey with a number of players in the NHL. ... Like Helsinki or Prague.
On finding sponsors for the Global Series ...
Proper: We work very closely with [NHL CRO & EVP Global Partnerships] KEITH WACHTEL. ... He tries to get out ahead of it as much as he can. Because this was the first time we were back in Europe in six years, there was a little wait-and-see approach from the sponsors. We definitely had some sponsors on the dasher boards and involved in the event. But I think the success of the event this year will allow us to get out ahead of it in a much more efficient way next year.
On pursuing the Chinese market ...
Proper: Right now we are working through the logistics of playing two preseason games in China. ... Our plan is to be in China for the next eight years. We have a contract to go for the next eight years, and after that we would hope to continue. ... The key event that happened is China was awarded the 2022 Winter Olympics and the government became very focused on the growth of winter sports, including hockey. They reached out to a number of entities, including us, to help the growth of hockey in that market. ... Our growth in terms of digital media has been somewhere in the 300% range since playing games there. ... What we've seen is a real commitment from local companies to build rinks and start teams and start leagues. They're up to two professional women's teams that play in the Canadian Women's Hockey League, they've also started more professional teams, with one in the KHL. There's a lot of growth going on in the hockey world there, and we still have a lot to do.
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