Why the NHL is not using its new TV ad campaign as a means of increasing ticket sales for the 2019-20 season

  • September 2, 2021

On Monday, the NHL announced that it would be using its ad campaign for the 2020-21 season to raise ticket sales and boost attendance.

The new ad campaign, which will be rolled out over the next few months, will run in 30 markets across the NHL, starting in January.

It will be a major part of the league’s effort to increase ticket sales.

“This campaign will be an important component of our ongoing efforts to raise the level of ticket sales, and we are excited to partner with our fans to help make this happen,” NHL commissioner Gary Bettman said in a statement.

“We are confident that this campaign will generate new revenue streams for the league, as well as allow us to invest in new arenas, which are vital to building our hockey brand.” 

The NHL has also partnered with the Canadian government to promote the new ad.

The agency that will be running the campaign, SES, will be run by a former Canadian Prime Minister, Kevin Page.

SES is part of Canada’s Ministry of Finance, which is tasked with promoting the country’s economic and financial performance.

It has already announced a $200 million investment in the NHL over the coming years.

The league said the campaign will highlight the growth of the game in Canada, including the recent success of the Toronto Maple Leafs, the Montreal Canadiens and Vancouver Canucks. 

This year’s campaign is part and parcel of the NHL’s efforts to boost the league in its efforts to build a bigger, more sustainable brand, which in turn, will help the league achieve its ambitious goal of becoming the top sports league in the world.

The ad campaign also marks the return of some familiar faces to the game.

Former NHL star and current NHL broadcaster Phil Kessel will return to the league for the first time since his retirement. 

“We are thrilled to partner on the new Phil Kessele television ad campaign,” NHL Chief Operating Officer David Andrews said in the statement.

“He is an iconic player and a great broadcaster who will be bringing his passion and enthusiasm to the NHL.

We look forward to continuing to work with Phil and SES as we move forward.”

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