...tribalism ? Us vs. Them ? plain and simple. We?re the good guys because we?re Us and they?re the bad guys because they?re Them. And though it?s always been a big part of the inherent appeal of professional sports, the tribalism we now see in the NHL today is considerably different than it was a decade or two ago.
...the NHL?s modern-day tribalism isn?t only about brand awareness and loyalty. It?s about near-constant, active engagement with the consumer. It?s about building an umbrella, getting as many people under it as you can and when it?s not raining, using it to entertain those people with a vintage Gene Kelly dance routine. And it?s something the NHL has to do in the larger battle to get disposable incomes disposed in their coffers.
?The game is growing everywhere,? says Maple Leafs left winger James van Riemsdyk. ?When I was playing in Philly, you could see the interest rise every year. Obviously hockey was already huge in Toronto, but you see the people in Maple Leaf Square and you realize it?s another level now. It?s awesome.?
Added Boston Bruins left winger Brad Marchand: ?It feels like it?s getting more popular every year. People love to support their teams and it seems like they get more passionate every day. It?s great as a player to have fans appreciate what you do and we want more.?
Norman O?Reilly, University of Ottawa associate professor of sport management, refers to the shift in corporate marketing as the festivalization of sponsorship. ?Corporations believe people are looking for experiences, not just viewing opportunities,? he says. ?There are a lot of other competing activities out there in that regard. Professional hockey teams are competing with many other events for a share of our minds.?
?As long as professional sports keep offering the entertainment and experiential value people are seeking, they should be able to maintain their market share,? O?Reilly says. ?But revenue streams are changing and ticket sales are becoming less important. You run a significant risk of losing fans if you?re not doing other things, because different entities are always trying to steal them away.?
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