Competitive Edge - Sports & Entertainment Marketing News

Ducks Have Matured From ‘Mighty’ Marketing to NHL Success Story


Sports are a business and marketing is integral to the success of a team and for the longevity of the organization. When The Mighty Ducks movies hit theaters and the subsequent NHL franchise broke ground, one thing was certain, no one was sure. No one was sure what the Mighty Ducks NHL team meant for the league or for Disney. Big business went into sports. Disney went into the hockey business and it was not hyperbole.

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Discussion Questions:

  1. What is branding?
  2. Why is branding important for a professional sports team?
  3. Why do you think the organization named the team the Mighty Ducks?
  4. How do you think the team’s branding strategy helped them to sell more merchandise?
  5. What is fan experience? What did the franchise do in the team’s first ever home game from a fan experience perspective and how do you think it might have helped the team with its branding?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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