How the NHL is attracting the next generation of fans

The National Hockey League (NHL), the sports league, is exploring various digital strategies as it seeks to engage fans in new ways.

Heidi Browning Pearson, evp/chief marketing officer, the National Hockey League (NHL)

Photo credit: Marc-Bryan Brown/SportsBusiness Journal

Hockey legend Wayne Gretzky is an unusual, but much-quoted, inspiration for business leaders.

The bon mots from the iconic center – who scored 894 goals for the Indianapolis Racers, Edmonton Oilers, Los Angeles Kings, St. Louis Blues and New York Rangers during a two-decade career – that receive the most attention in the corporate arena read as follows: “Skate to where the puck is going, not where it has been.”

Heidi Browning Pearson has particularly good reason to embrace this mantra. As evp/chief...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands