Being from the midwest, hockey has always been one of the major sports I watched. I started going to Chicago Blackhawks games when I was a little girl and the experiences were always priceless. As I’ve grown into an adult, I still feel the same way when I am at games but my perception has changed. Once I started looking at everything around me with a marketing mindset, I noticed that the Blackhawks do an admirable job at marketing themselves. They don’t just focus on making ticket sales, they have built a brand that connects with their fans emotionally.
One of the things they do well is highlighting their history. As an Original Six team, they have a long history and a legacy of amazing players that they use to their advantage when marketing to fans. They do a great job at blending the nostalgia of older players like Bobby Hull and Stan Mikita with the excitement of their current players like Connor Bedard and Seth Jones. This keeps the original fans while attracting new ones.
Another thing I’ve noticed is how they market their game-day experience. You are going to a game to watch hockey but you are also there to enjoy the pumped up atmosphere at the United Center. Their famous goal song “Chelsea Dagger” is a staple at the games and resonates in the brains’ of fans. They have made the experience itself a selling point to keep people coming back, which is a great idea for times like right now where the team is working on rebuilding.
I have been following the Blackhawks social media for awhile now and it has been quite impressive. The Blackhawks do a great job of keeping things fun and engaging. They show behind the scenes player content, giving a relatable side to the players. They also do interactive polls and giveaways that keep fans excited even when they’re not at the game. They’re not only promoting the team but also building a community.
I also admire how the Blackhawks give back to the community through the Blackhawks Foundation and outreach programs. They show that they care more about more than just hockey, which can attract people who aren’t necessarily big hockey fans. Using this marketing strategy, they not only are creating good in the world, but also making fans feel like they are a part of something bigger. As someone who is passionate about both hockey and marketing, I find their approach a great example of how to create a brand that people can connect with.