In the world of professional sports, competition isn't just about what happens on the ice or court—it's also about capturing the hearts and attention of fans worldwide. While the WNBA has made significant strides in boosting viewership through compelling rivalries, the NHL has its own unique opportunities to enhance its popularity and attract a broader audience here in the good ol' US of A. 16.3 million people watched Game 7 of the Stanley Cup Finals in North America. But that's a benefit of not only having a Game 7 scenario, but by having 10 million of those viewers being from Canada (eh). Here’s a look at what the NHL can learn and implement from the recent success of the WNBA.
1. Embrace Rivalries and Personalities
The NBA's success with rivalries like LeBron James vs. Stephen Curry or the WNBA's recent surge in viewership with the Caitlin Clark-Angel Reese rivalry demonstrates the power of compelling narratives and star personalities. The 2.3 million viewers for a WNBA regular season game is in the ballpark of viewership per game of the NHL Stanley Cup Finals (4.17 million). I never would have envisioned that. The NHL can capitalize by promoting its star players more effectively, highlighting their stories, and creating rivalries that fans can emotionally invest in. Whether it’s through social media campaigns, player features, or enhanced broadcasting, the NHL can elevate the profiles of its stars to increase viewer engagement. Can this be a challenge when the casual American NHL fan has no idea who Macklin Celebrini, Artyom Levshunov. or Anton Silayev are, let alone know how to properly pronounce their names? Can it be a challenge when several star players have English as their second or third language? Yes, it can be…but it hasn’t seemed to stop Major League Baseball at all.
2. Enhanced Digital Presence and Accessibility
In today's digital age, accessibility is key to expanding viewership. The NBA and WNBA have leveraged digital platforms to stream games, engage with fans through social media, and provide behind-the-scenes content. The NHL can follow suit by investing in user-friendly digital platforms, expanding streaming options, and creating interactive fan experiences online. By meeting fans where they are—whether on smartphones, tablets, or computers—the NHL can cultivate a larger and more diverse fan base.
3. Inclusive Marketing and Community Engagement
The WNBA has successfully connected with diverse audiences by promoting inclusivity both on and off the court. Similarly, the NHL can strengthen its connection with fans by embracing diversity, supporting community initiatives, and fostering a welcoming environment for all fans. By actively engaging with local communities, the NHL can attract new fans who resonate with its commitment to making a positive impact.
4. Innovative Broadcasting and Storytelling
The NBA’s innovative use of mic’d-up players, interactive statistics, and dynamic broadcasting techniques has set a new standard for sports entertainment. The NHL can innovate in similar ways by introducing new camera angles, incorporating player interviews and insights during games, and using advanced analytics to enhance storytelling. By making games more immersive and engaging, the NHL can capture the attention of both casual and die-hard sports fans alike. The NHL should lean into Paul Bissonette, as I know he can be to the NHL what Charles Barkley is to the NBA. He just needs to be surrounded by the right supporting cast.
5. Youth and Grassroots Development
The WNBA’s efforts to promote women’s basketball at the youth and grassroots levels have not only grown the sport but also cultivated a new generation of fans. The NHL can expand its youth programs, support local hockey leagues, and invest in educational initiatives to introduce more young people to the sport. By nurturing a lifelong passion for hockey from an early age, the NHL can secure its future fan base and ensure long-term growth. The financial impact can be heavy on the regular Joe or Jane purchasing hockey equipment for their kids. The NHL must do a better job of donating equipment here in the States to help build the game to other demographics. There must be more positive youth hockey stories than swinging hockey parents.
6. Global Expansion and Cultural Relevance
While the NBA has achieved global popularity by expanding its reach internationally, the NHL has an opportunity to strengthen its presence in markets beyond North America. By hosting international events, showcasing diverse talent from around the world, and adapting its marketing strategies to resonate with different cultures, the NHL can attract a more global fan base. Embracing cultural diversity and promoting the global appeal of hockey can elevate the league’s stature on the world stage. I can’t think of a single commercial that Connor McDavid or Connor Bedard are in - two players that are regarded as the future of hockey. It says something when a woman exposing her “front porch” (sorry I don’t have a link to that) gets as much or more online attention than the players actually playing the games. Can the NHL get their players in the cultural zeitgeist like Wayne Gretzky was? It’s going to be a little tougher for McDavid by coming short in a Game 7 with an entire country’ on his shoulders cheering him on to end a 31 year drought. Winners get the glory.
As the NHL seeks to increase American viewership and gain fans, it can draw valuable lessons from other league’s successes while leveraging its own strengths and unique characteristics. By prioritizing compelling storytelling, enhancing digital accessibility, embracing inclusivity, innovating in broadcasting, investing in youth development, and expanding its global footprint, the NHL can captivate a broader audience and secure its position as a premier professional sports league. By combining these strategies with a genuine passion for the sport, the NHL can pave the way for a future filled with growth, excitement, and continued success.
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