Competitive Edge - Sports & Entertainment Marketing News

Fenway Winter Classic sets merchandise records


The 2023 Winter Classic at Fenway Park set merchandise sales records for an NHL outdoor game, according to the league.

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Discussion Questions:

  1. What is licensing?
  2. Why is licensing important to the business of sports and entertainment?
  3. What is merchandising?
  4. What is the NHL Winter Classic?
  5. Why do you think the NHL hosts the Winter Classic every year?
  6. What is event marketing?
  7. Why is event marketing important to the Winter Classic?
  8. What is the difference between event management and event marketing?
  9. What factors are important for the NHL to consider when hosting the Winter Classic from an event management perspective?
  10. Why is merchandising important to events like the Winter Classic?
  11. What impact do you think the game being played at Fenway Park had on merchandise sales?
  12. Based on what you learned in this news story, what other factors influenced merchandise sales?
  13. In the case of Winter Classic merchandise, who is the licensor?
  14. Who is the licensee?
  15. Why is e-commerce important to the merchandising process in sports and entertainment?
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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