Title: The marketing of a NHL hockey team

Authors: Kenneth C. Teed, Lisa Delpy-Neirotti, Scott R. Johnson, Benoit Seguin

Addresses: The George Washington University School of Business, Funger Hall Suite 301, 2201 G Street NW, Washington, DC 20052, USA. ' School of Business Director, Sports Management Programmes, The George Washington University, Funger Hall, 2201 G Street, NW Suite 301, Washington, DC 20052, USA. ' Senior Performance Specialist, SAIC, Army Center for Enhanced Performance (ACEP), 2429 Hood Street, TX 78234, USA. ' School of Human Kinetics, University of Ottawa, 125 University Street, Ottawa, ON K1N 6N5, Canada

Abstract: The purpose of this paper is to report on an in-house, in-seat marketing survey of a professional National Hockey League (NHL) hockey team. A total of 1,783 surveys were collected over a five game period. The data collection instrument was designed by the marketing and ownership group of a professional NHL franchise. Specific research questions examined issues ranging from ticket usage, demographics, motivation to attend, barriers to future attendance, customer satisfaction, intent to purchase and media preferences of ice hockey spectators. Results indicate a very distinctive pattern in regards to motivation to attend and barriers to attendance. Ticket pricing and concessions were identified as major variables in customer satisfaction and decision to purchase. Recommendations for further research are provided.

Keywords: sport marketing; professional ice hockey; NHL; National Hockey League; attendance motivation; attendance barriers; ticket pricing; concessions; customer satisfaction; spectator satisfaction; purchasing decisions.

DOI: 10.1504/IJSMM.2009.021761

International Journal of Sport Management and Marketing, 2009 Vol.5 No.1/2, pp.226 - 246

Published online: 01 Dec 2008 *

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