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NHL marketing challenges lie ahead

How will the NHL win back the fans? It's a big challenge that calls for imaginative measures.

Updated: June 22, 2005, 1:04 PM ET
By Scott Burnside | Special to ESPN.com

One national sports marketing expert likens the NHL's lockout to a hotel chain that's had one of its properties burn down. Even though there's been a loss, the fire represents an opportunity for renewal, a chance to create something dazzling from something old and decrepit.

In the NHL's case, the lockout has made a smoldering mess of 30 franchises across an entire continent.

Now, as the league and its players march steadily toward a resolution to their nine-month hockey stoppage, one ...

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