Americans get hockey fever; unfortunately, it likely won't last through Spring
2nd Mar 2010 | Posted by Steve Bonsignore
It’s hard to argue that, for the better part of a week, America got its worst case of hockey fever in…well, maybe forever. While the relative influence the blogosphere and social media played in the rampant spread of hockey fever is difficult to definitively gauge, those channels undoubtedly served as testament to the afflicted. ‘USA! USA!’ bellowed out across blog comments sections, ‘gold medal game’ and ‘USA Hockey’ hash tags torched Twitter and TV sets tuned in at record numbers.
Talk to most hockey pundits and this 2010 Olympics was possibly the greatest all-time global display of the sport of hockey—its best players… its greatest competition... its most compelling action. So, logic dictates all of us will be swept away in the excitement of the upcoming NHL playoffs—the metaphorical equivalent of that intense action referenced again and again during Olympics telecasts. Unfortunately, it won’t happen.
Sadly, there are too many obstacles. Those who grew up even ‘average’ hockey fans know the NHL Playoffs is the greatest postseason in professional sports. I remember watching Tom Mees and Gary Thorn call games for ESPN, staying up late for amazing Game Sevens featuring teams from Calgary to Minnesota (back in the North Stars days) to San Jose, organization to whom this New Yorker had no geographic or emotional ties. The recent Vancouver Games may help get back casual fans (like me) for an extra game or two, but the Olympic-level fervor will quickly die.
Why? First and foremost, it can be traced to one word—which also happens to be a network. I’m of course referring to Versus. ESPN’s dumping of the NHL Playoffs still stings. If I’m any illustration, many a hard core sports fan can’t even tell you what channel Versus occupies on their dial. Not to mention that tens of millions with DirectTV don’t even have the opportunity to search for Versus (because it’s not available).
The second barrier, as argued by many, could simply be the number of teams in the NHL. The league is bogged down by a glut of poorer-performing franchises in markets where hockey has no realistic hope of flourishing, or in some cases, even surviving. Want an unscientific illustration? Ask a typical sports fan to name the NHL squads in Atlanta, Columbus, Tampa Bay and Nashville. It may take some time—and that’s for folks who pride themselves on knowing such things.
So what’s the solution for the NHL? How do they take advantage of Olympic enthusiasm to grab some more eyeballs? There is no magic bullet. Issues around networks and contraction are far too large and complex to resolve in the short-term. That said, it doesn’t mean you shouldn’t put the puck on net (so to speak).
Ride the wave. Americans’ memories are short. Find ways to lengthen their recollection. This week’s slate of NHL games should celebrate Team U.S.A. The NHL should be capturing footage of the standing ovation Ryan Miller is bound to receive in his first home game back in Buffalo on Wednesday. The spotlight should shine brightly on Zach Parise in New Jersey, Patrick Kane in Chicago and Chris Drury in New York. The resulting content and publicity efforts should extend far beyond NHL.com and the “traditional” homes for “hockey news” to get some of those still feeling the symptoms of post-Olympic hockey fever.
We PR types talk these tenets ad nauseam: be opportunistic; focus on key markets; create compelling content; and tap into the Web. It all applies for NHL hockey. Host Olympic homecomings and viewing parties. Garner interviews with Team USA players. Play up the “reunions.” Strike while the iron is hot (the one-week free Center Ice package promotion is a good example).
The NHL needs to extend the life of one of their sport’s crowning moments at every opportunity. Play up the sentimental and pound home the message that one of the only things that could soothe the sting of silver for Team USA players is hoisting the Stanley Cup. Then, come NHL Playoff time, connect the dots again. Hey Chicagoans and Washingtonians, remember what it was like to see the very best in the game in a shortened “season” with a coveted piece of hardware on the line? Do you recall the type of excitement that tournament-style hockey can generate? Well, maybe it’s time to tune in again.
The Olympics might not be able to solve hockey’s problems overnight, but the NHL should play the hot hand they’ve been dealt. You’ve gotta be in it to win it, right? Oh yes, and one more thing, maybe consider sending those NHL stars to Sochi in 2014.
Comments
Post new comment