FARYAL KHAN
1004608329
NHL
FEB 27TH, 2020
EXECUTIVE SUMMARY
The NHL was formed in 1917 with the ‘Original Six’ which slowly grew into a 26 team club. With
an article published by Sports Illustrated that highlighted hockey in a positive and exciting light, and the
increase in popularity of in-line skating and hockey (Exhibit 20), NHL gained more and more attention.
They faced major problems with the rise of player salaries which shot up to 60% of the clubs revenue.
They attempted to keep down costs with a salary cap but when that proved to be unsuccessful due to the
resistance from players, they focused their attention on marketing inorder to increase the fan base and
inturn increase revenue. The best way to achieve this is to provide an immersive experience through a
multidimensional approach encompassing multiple target segments.
PEST
There is no political information mentioned in the case.
There is no economic information mentioned in the case.
For the Social aspect, surveys show that Canadians first became interested in hockey because of
