RE: [hockhist] Game 7 Final Ratings
>> Where is the evidence that there is any great demand for hockeyplayers?
> You say it yourself Brian, the sport has no ratings. In fact it haslike
> declining ratings. Why would any major firm want to take on a task
>> that? Who would want players from such a sport as their spokesmen?turned
>I come from an entertainment background. I have seen NOBODIES who get
>into somebody because of the right marketing campaign.And I agree that you can do that. But there has to be an appeal for that
nobody does there not? And there has to be some starting point. OK we
can take a Joe Isuzu for an example. He'd be a classic example of a
nobody that made it as a somebody, an anonymous actor. But we come to
two points now. One, he got that platform as an actor. When have we seen
a sports nobody make it as a somebody without a sports background that
people care about? I deal with sports marketing not entertainment in the
pure sense. Most people want a guy with a salable sports background to
endorse etc. It is their athletic background that they want to cash in,.
Secondly, we can take the one example of a sports personality that I can
think of that this happened for. Jacko. He was an Aussie rules player.
But is that what got him his shot at fame? No. It was his odd look, his
accent, etc. And we come to point two. When a nobody becomes a somebody,
the only identification is the context of their "personality". Does
anyone know Joe Isuzu's real name? Do we look up his other work? How
many people realized Jackos background, and how many watched Aussie
Rules after being prompted by it? How may people even realized Rocky
Graziano had actually BEEN a REAL boxer? How many cared? Who looked it
So sure, we could get an odd looking hockey player and get somebody to
hire him but does it mean that he would get anyone interested in hockey?
No. Could it just be anybody? Come on Brian you KNOW that isn't true!
And if they are trying to cash in on his hockey, why would we believe
anyone would respond to him? And it comes back to, if I am an advertiser
why would I POSSIBLY want an NHL player when I could get even the
moderately talented NFL or NBA "story of the day" to be my spokesmen.
I never said that nobody's can't be made into somebodies. I just, one,
have my doubts that it would do anything for hockey. After all did
Boomer Geoffrion's light beer ads where they cashed in on his accent
ever sell the game? They were pretty popular back in the late 70's/early
80's...did they give people the need to watch hockey? No, it gave them
the need to drink beer!
Secondly, indeed if a hockey nobody was to become a somebody, I submit
that he would be more of an actor than an ambassador for hockey. First
of all, he would probably have to fit the characature of the game that
most Americans see it as. He probably would have to at least mention
fighting etc. Secondly, in the end he would be doing it more as an
actor less as a hockey player. Americans simply lack the link to hockey
so its hard to imagine say chunky soup wanting an NHL players and his
mom to be foisting opff their product like they do NFL guys.
And it keeps on coming back to that question. Why would a sponsor WANT a
hockey player when you have players from the big three out there? It
makes NO SENSE! I deal with New York ad execs now and then, an old
friend of mine is with one of the biggest firms. They just have little
interest in anything that has to do with hockey as a vehicle for their
clients. Why? Hockey's overall numbers put the mass public's feet to
sleep. You can get endorsements for this niche upscale thing or that but
not much beyond it.
And to go beyond it you'd need that crazy Matthew Barnaby type going in
there to pick a fight in a posh eating place etc to really create an ad
appeal. In other words, to equate hockey with almost roller derby.
There are reasons why people don't even recruit many hockey player s as
spokesmen. There have been attempts but non e have ever caught on. Will
there be more. Sure! Will they work? Maybe. But will they really result
in ratings for the sport? No.
>Will NHL stars be as big as NBA, MLB, etc... probably not, but they canat
some level get more exposure. There are tons of cable tv programs,
>etc who are looking for a different angle.And they get them at the local cable levels BIG TIME in areas where
there is an identity for hockey. The tough part is to do it nationally.
Jeremy Roenick has an appeal I Philly. He doesn't nationwide. So you see
his ads here all of the time on cable. The problem is that in the areas
where there is no NHL he ahs no appeal. And hockey has such a provincial
local following in the US that his appeal diminishes the minute that you
leave Philly. Similarly, doing an ad with a non flyer around here would
get ZERO response...
>Mia Hamm, how big is women'ssoccer? She was part of the marketing machine and it took off. C'mon
>could'nt do the same thing or someting similar?He couldn't. why? One Mia is cute, the sex appeal goes a LONG way. Take
note her less attractive team mates don't get these things. Two, she is
a hot property due to the tide of women's athletics, she is an idol to
millions of little girls. It is almost a symbol of female empowerment.
Three, she was a part of a very American phenomenon, a US World Cup
side. Not only that but a team that was made up of All American girls
that were not millionaire players. She had that "story" on her side. In
essence Modano doesn't have "girl power".
Now to put it in even more perspective. We just saw a US team go pretty
far in the men's World Cup. Do we see ANY players from it get ads? Nope.
Why? Again, Mia had what the WNBA stars have...the gender issue. They
reach out into an entirely NEW market. And look at most of their
endorsements...female products...you can be a girl, tough, active and
pretty and feminine too. All due respects to Magic Mike, he comes up
Secondly, have Mia's ads helped USA. Nope. Their TV ratings are nearly
NON existent and their attendance in most markets is dwindling. Mia is
that pretty girl that we see on ads not a hook to watch her sport...
>My point is the NHL does NOTHINGAnd the demand for them is about the same...
>with it's stars ZERO!!!!
>If they got involved with the right people who knowMaybe one or two guys might make money as ACTORS and probably as
>what could happen.
grotesque characatures of the game that might do it more harm than good.
And the ratings...they'd still be sub zero.
>Snowboarders, Skateboarders, X games stars, etc..All of which use products with MASSIVE sales figures. How many kids
skateboard? They have a NATURAL market.
>NASCAR foryears has done an amazing job of making there stars, STARS and it has
.up with it being one of the biggest sports now, surpassing hockey.
And it actually had a greater following for years! Auto racing ALWAYS
had a larger following, It just lacked the governing body to do much
with it for years. It was a case of exposure meeting demand! Come on
Brian, you don't remember all of the formula one guys doing ads for
Plus we see that tie in. What do we see them hawking? Automotive goods!
All the ad execs did was do form formula one drivers to stock drivers.
And it was actually a clever transition! Stock cars ALWAYS had a huge
following, they just never had the proper vehicle no... pun intended. It
was a NATURAL development.
Hockey has ZERO following in most of the US. How many nooks and cranies
don't have their own race track in the area? The tow are not close to
analogous. I submit that hockey's place in the top four has always been
a bit artificial...a myth. The problem was that other sports were more
fragmented until the 90's when we saw a great deal of consolidation and
organization in response to big sponsorship dough.
>Hey Mike was a star player, but now he has tons more exposure becauseof the
>deals he cut.And those deals were simple to make. The top catcher in baseball,
playing in LA...there was a reason to cut those deals. The hook was
there, people knew and cared about who he was to star tout with. His
personality was shown in interviews in a major market in a major sport
long before he ever got any of those deals. People were crafting and
buying into a sure thing. And when he is retired, he will STILL get
exposure. But his playing appeal is where it all started.
>I know the pitfalls and agree with what you say, but if the NHL couldget on
>board with some creative people, things could change......I just doubt that they really could. You might see a player or two make
it big as a an ad hawker but it would have zero effect on hockey in the
end. No more so than Harrison Ford is known as or looked at as a
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- In a message dated 7/2/03 10:45:34 AM US Mountain Standard Time,
> I'm going to step in here and then duck for cover. I don't believeYour right! Open up the game and return it to the way it was 10 years ago and
> the NHL needs new fans.
> They need their old fans.
that is a good start!
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