Begininning with the letter "G"

Today’s word of the day is my second part of the same word “Gimmick” and can be used to describe: (1) an innovative stratagem or scheme employed especially to promote a project or product. (2) a significant feature that is obscured, misrepresented, or not readily evident; a catch.

The reason for this two part entry on the same word was mainly to start the focus on the Public Relations part of my blog. That said it will still pertain to the same topic but I am now going to take the information that I provided in the first half of my entries and look at how the use of effective or ineffective Public Relations played a part in the eventual perception of Jim Balsillie, Gary Bettman and the NHL.

Recently my parents were on vacation in Florida and took the opportunity to attend a Tampa Bay Lightning hockey game. When I realized this I asked them to take a few pictures so that perhaps I could use them in this blog. What I found by viewing them and talking to both was that it was quite a different experience than if they had of gone to a Toronto Maple Leafs or an Ottawa Senators game. Remember, the Tampa Bay Lightning Franchise was one of the US expansion teams that Gary Bettman and the NHL wanted so badly. How has this worked out so far financially and how are they marketing the game to draw the support of this sport? My next few entries will discuss what I believe the pictures reflect. They haven’t.

Let’s first start of with how the sport itself has been marketed in an area that is known for its NFL and college football teams and last years World Series contenders baseball team. Understand in Florida all three could be happening at the same time if the Tampa Bay Rays (baseball) make it into the playoffs. If not (as it was this year) there are still multiple football choices which are huge draws in the US. In a two week span (the length of my parents vacation) they could have attended four various high level football games within a hour drive since both the NFL team the Tampa Bay Buccaneers and the South Florida College football team both play out of the same stadium.

So how is the game of hockey itself being marketed? Are the traditions of the sport and its true tests of physical and athletic ability being promoted? Is the area and the franchise really building a culture that appreciates the game for really what it is? From what my parents saw and heard from people at the game, the answer is not surprising. While the marketing of the team has improved by catchy phrases like “Together We Will” and last years “Seen Stamkos” (who just happens to be a fan favorite) the franchise itself has missed the mark on promoting the actual sport of hockey.


The face of the stadium (which over-all my parents were impressed by) may have been overhauled but not necessarily to reflect the game. Instead is that of the five best looking players on the team. It just so happens that those same five are also plastered on the programs, area billboards and even 300 Big Yellow Taxis that the franchise joined in partnership this year. A great job in brand exposure to get the names and faces (good looking ones anyways) of the team out into the public but is it effective and sustainable?

Has this stratagem of marketing the players of the game instead of the game itself really improved the over-all perception and understanding of it? Or is it just an obscured and not clearly evident representation of the NHL’s continual use of a “gimmick” to hide the real agenda here which if you haven’t figured out yet is…..money.