Competitive Edge - Sports & Entertainment Marketing News

With new NHL sponsorship, brands find their shirt


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

Discussion Questions:

  1. What is publicity?
  2. What is negative publicity?
  3. Why did brands want nothing to do with Hockey Canada a few months ago, based on information from this news story?
  4. What is a “shirt” sponsorship in the NHL?
  5. Why do you think the NHL is allowing shirt sponsorships after years of saying they would not?
  6. Why would a brand want to invest in a shirt sponsorship?
  7. According to your textbook, the Business of Sports and Entertainment, what is the paradox of commercialism?
  8. How might this story represent that concept?
  9. Based on reporting from this story, how much is the cost of a NHL shirt sponsorship?
  10. What risk might sponsors be taking with a shirt sponsorship?
  11. Do you think most brands think it is worth the risk?
  12. Why does the NHL jersey logo have greater value than a logo appearing on plate helmets?
  13. What is sponsorship activation?
  14. Why is it important for brands to activate their sponsorships?
  15. 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?
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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