Rise Up: Marketing the NHL in Non-Traditional Markets

When thinking about core hockey markets, cities like Montreal, New York and Detroit immediately come to mind. But teams in non-traditional markets, have quietly (and sometimes quite loudly) managed to establish meaningful identities, both on a local and national stage. This panel explores the challenges and advantages of not being the top dog in the sports landscape. More often than not, this marketplace position has driven these teams to innovate, be bold and tell their story in new and unique ways, and ultimately win marketshare and the hearts of their cities.