Recent Rash of Hockey Violence Threatens Advertising Revenue
Sunday, March 20th, 2011
On the day that Montreal Canadiens forward Max Pacioretty was released from hospital, the National Hockey League received a threat from Air Canada regarding advertising.
The airline sent a strongly-worded letter to NHL officials, threatening to pull the plug on sponsorship if the league continues to take such a half-hearted stand on disciplining players. The letter brought up issues of injuries as of late, including the increase in hits to players’ heads, and reportedly demanded “immediate and serious” action be taken by the NHL.
“From a corporate social responsibility standpoint, it is becoming increasingly difficult to associate our brand with sports events which could lead to serious and irresponsible accidents,” Air Canada said.
Denis Vandal, Air Canada’s director of marketing communications, sent the letter.
Tim Hortons has also spoken out on the matter, but it hasn’t threatened to pull the plug on sponsorship just yet. In their statement, the company encouraged “the NHL, the teams and general managers and the NHL Players’ Association to continue to work towards addressing concerns with head injuries.”
In response to the Air Canada threat, NHL boss Gary Bettman was defiant. “It is the prerogative of our clubs that fly on Air Canada to make other arrangements if they don’t think Air Canada is giving them the appropriate level of service,” he said, ignoring the fact that the airline also has naming rights for the home of the Toronto Maple Leafs.
Alan Middleton, a marketing professor at York University’s Schulich School of Business, rightly called the commish’s response as “childish bravado.” Indeed, the NHL is struggling – again – with its image and Bettman has chosen to downplay the clear issues time and time again. And the potential for a domino effect, one that takes other sponsors away from the league, could be damaging beyond belief.
Instead of playing chicken with advertisers, Mr. Bettman must ensure that he takes the issue of unwarranted hockey violence seriously. If he does not, the fallout could prove more damaging than anything in recent NHL history.
Posted by Jordan Richardson.





