Hockey sponsorship has become a bit of a theme in Canadian marketing this year. A few months ago, a number of top brands wanted nothing to do with Hockey Canada after ugly allegations of sexual assault against Team Canada players surfaced.
Click here to read the story at the-message.ca.
- What is publicity?
- What is negative publicity?
- Why did brands want nothing to do with Hockey Canada a few months ago, based on information from this news story?
- What is a “shirt” sponsorship in the NHL?
- Why do you think the NHL is allowing shirt sponsorships after years of saying they would not?
- Why would a brand want to invest in a shirt sponsorship?
- According to your textbook, the Business of Sports and Entertainment, what is the paradox of commercialism?
- How might this story represent that concept?
- Based on reporting from this story, how much is the cost of a NHL shirt sponsorship?
- What risk might sponsors be taking with a shirt sponsorship?
- Do you think most brands think it is worth the risk?
- Why does the NHL jersey logo have greater value than a logo appearing on plate helmets?
- What is sponsorship activation?
- Why is it important for brands to activate their sponsorships?
- According to this story, what is an example of something a brand can do off the ice to maximize the value of the shirt sponsorship?