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Hockeytown0001

Avery targets Bettman and Iginla

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While I understand what you're getting at, why do people get caught up in needing to have someone create waves in the media for the sport of hockey? I just don't get it.

Marketing.

There are two general approaches Bettman and co. can make in marketing the NHL. One is to ignore non-hockey markets and squeeze the most they can get out of die-hard hockey fans -- in other words, play to the league's "strengths." The other is to expand the demographics and attempt to "convert" non-hockey markets. Bettman is clearly in favor of the latter. Now, here's the thing about that approach: if the league is going to expand in this way, it can't just expect Jarome Iginla's class or Nick Lidstrom's grace to rope in new fans. Hockey is the bastard child of the professional sports league family in the U.S., and if it's going to get more attention, it needs to utilize other forms of appeal and other avenues through which that appeal can be transmitted. To that end, stuff like Sean Avery's internship at Vogue and Vinny Lecavalier's appearance in SI Swimsuit spell "good business." No, it's not "hockey," but in reality, hockey is hockey's own worst enemy here in the States. No one cares about how tight that PP umbrella is or how strong Pavel Datsyuk is on his skates. People -- as in, the people Bettman and co. have chosen to target -- want excitement, drama, controversy, sex, violence, rock & roll. And, like him or not, a guy like Sean Avery can give you those things.

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Marketing.

There are two general approaches Bettman and co. can make in marketing the NHL. One is to ignore non-hockey markets and squeeze the most they can get out of die-hard hockey fans -- in other words, play to the league's "strengths." The other is to expand the demographics and attempt to "convert" non-hockey markets. Bettman is clearly in favor of the latter. Now, here's the thing about that approach: if the league is going to expand in this way, it can't just expect Jarome Iginla's class or Nick Lidstrom's grace to rope in new fans. Hockey is the bastard child of the professional sports league family in the U.S., and if it's going to get more attention, it needs to utilize other forms of appeal and other avenues through which that appeal can be transmitted. To that end, stuff like Sean Avery's internship at Vogue and Vinny Lecavalier's appearance in SI Swimsuit spell "good business." No, it's not "hockey," but in reality, hockey is hockey's own worst enemy here in the States. No one cares about how tight that PP umbrella is or how strong Pavel Datsyuk is on his skates. People -- as in, the people Bettman and co. have chosen to target -- want excitement, drama, controversy, sex, violence, rock & roll. And, like him or not, a guy like Sean Avery can give you those things.

So true. Sports used to be about SPORTS. Now it's about individuals and drama. We've become a nation of voyeuristic douches. It's the only explanation as to why terrible shows like "The Hills" are so popular.

People don't tune into football just for the games, but to see if T.O. does something outrageous or if Ocho Cinco will kiss a logo on the field.

Just look at that horrible ass-kissing session called The Espy's. It's all about celebrating athletes, but has very little to do with what happens on the field. Even ESPN sportscasters are seen as celebrities.

Ugh. I guess I'm getting old because all of this stuff sickens me. When I saw a million reporters run to T.O.'s driveway to film him doing situps I knew the end times were near.

But this is exactly what the public eats up. And if the NHL wants to gain popularity in non-hockey markets then this is what needs to happen. If every team had an Avery, I'd to say that the NHL would probably be slightly more popular in non traditional cities than it is right now.

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Guest LivingtheDream
The NHL only tries to market one player consistently, and that's Sidney Crosby. They don't even make an effort with any other players, except for maybe Ovechkin.

I think, but don't know, this is what Avery is saying. Marketing players alone is not going to get new fans interested (outside Pittsburgh). A really innovative marketing approach would include players, but much more about THE GAME. The skill, excitement, speed, culture... everything. My god, this sport has more amazing highlights in a week than most sports do all season. Why why why why don't we see that in any marketing based ads? How about another unique thing - the Cup! Everyone knows what it is, use it, tell us about it's history, funny stories... there is a boat load of options. Instead we get lame ass, "Is this the year..." about s*** most fans let alone non fans know nothing about.

Edited by LivingtheDream

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Marketing.

There are two general approaches Bettman and co. can make in marketing the NHL. One is to ignore non-hockey markets and squeeze the most they can get out of die-hard hockey fans -- in other words, play to the league's "strengths." The other is to expand the demographics and attempt to "convert" non-hockey markets. Bettman is clearly in favor of the latter. Now, here's the thing about that approach: if the league is going to expand in this way, it can't just expect Jarome Iginla's class or Nick Lidstrom's grace to rope in new fans. Hockey is the bastard child of the professional sports league family in the U.S., and if it's going to get more attention, it needs to utilize other forms of appeal and other avenues through which that appeal can be transmitted. To that end, stuff like Sean Avery's internship at Vogue and Vinny Lecavalier's appearance in SI Swimsuit spell "good business." No, it's not "hockey," but in reality, hockey is hockey's own worst enemy here in the States. No one cares about how tight that PP umbrella is or how strong Pavel Datsyuk is on his skates. People -- as in, the people Bettman and co. have chosen to target -- want excitement, drama, controversy, sex, violence, rock & roll. And, like him or not, a guy like Sean Avery can give you those things.

You completely missed the point of my question Dab. This has nothing to do with what the media puts on the air or how Bettman supposedly markets the game. My question was in regards to why *fans* need to have the sport of hockey match any of the other Big 3 in popularity, and thus they feel an ass/villain is needed to do that. What I don't understand is why its so important to people for hockey to not only be respected in America as a whole, but to be the most popular sport in the country. Who cares? As long as the league continues to make money and there's an avenue for us all to watch our favorite sport, what difference does it make?

Are people really going to feel a sense of accomplishment or that they can now be at peace because hockey is the number rated sport in the country? My point is, people jump on this "Hockey needs to be the most popular sport in America" bandwagon without even questioning why their doing it. My angle is that it just isn't important.

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You completely missed the point of my question Dab.

Nope. You asked why fans care. Fans care because they want this sport to reach as many people as possible and thrive. (Any hockey fan who says he/she can't understand why another hockey fan would want hockey to be the most popular professional sport in the States is kidding himself/herself. Seriously.) To do that, it needs to be able to hold its own against the likes of the NFL and NBA -- or at least attract/steal more of its fans. To do that, it needs villains and all that.

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It's an interesting question to ask yourself:

Do you want hockey to be a number one sport in the US?

I'm not sure --

Pros:

I might actually get to see and listen to hockey news, discussion and replays on TV and the radio.

Access to games will certainly be easier.

Favorite players will make a lot more money.

Hockey as a sport will grow at all levels.

Cons:

Bandwagon and ill-informed fans.

Will favorite players become prima-donas?

Hmmm... not that many cons, but I do love that most hockey fans nowadays have either played the sport or are at least pretty knoweledgeable about the sport and its history. Kinda like your favorite band before it gets signed to a major label and your average tween is yelling, "OMG! I love Franzen!!!" You want them to have success, but you lose that fun "elitist" feeling you had when you were one of the few people able to appreciate their talent.

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Nope. You asked why fans care. Fans care because they want this sport to reach as many people as possible and thrive. (Any hockey fan who says he/she can't understand why another hockey fan would want hockey to be the most popular professional sport in the States is kidding himself/herself. Seriously.) To do that, it needs to be able to hold its own against the likes of the NFL and NBA -- or at least attract/steal more of its fans. To do that, it needs villains and all that.

No, I'm just not about to go on a mission to convert anyone and everyone to thinking Hockey is the greatest sport on earth. It is to me, but I'm not about to lose sleep over the fact that it isn't the most popular sport in the US. I'm not kidding myself as you suggest, I just don't care about stuff that isn't important. Is the league thriving: absolutely. Is that enough for me: absolutely. I don't *need* it to be the number one sport....just thrive.

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Guest CaliWingsNut
Hes not way off on Iginla. Hes spot on. Hockey fans care about Jarome Iginla. No one else. How much coverage did Sean Avery get when he was dating Elisha Cuthbert? Tons. How much coverage did/does Dion Phaneuf get for dating Elisha Cuthbert? None, outside of canada and the NHL world.

How many other hockey players get mention in the likes of People Magazine, Vogue, or the NY times outside of the sports section?

Two Words: Sloppy Seconds

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