Sports Business Case Studies are seemingly everywhere. In fact, some are popping up in unique settings.
The NHL Winter Classic is arriving in Seattle where the host Kraken will face off with Las Vegas Golden Knights at the Mariners home, T-Mobile Park. The NHL has been bringing hockey to large outdoor venues since 2008. A nostalgic feel of bringing hockey outdoors to its frozen pond roots offers a unique opportunity to players and fans to experience the game in an exciting, disruptive way. The NHL has dropped these strategic games featuring 2 of the most exciting teams in the league on New Years Day in a variety of markets over the 14 editions of the Classic. Like the NFL on Thanksgiving and the NBA on Christmas Day the NHL has created a differentiated offering on a day that offers maximum viewing potential.
The NHL is not alone in shifting sports to novel locations to create impact. The NBA and NFL are taking games outside of the country. In fact, the NFL have announced São Paulo, Brasil as a new location for a game next season. Manchester United and Real Madrid have played in Michigan's Big House. College basketball and volleyball have played in outdoors in Football stadiums just this year. College basketball has even played games on an Aircraft carrier. The MLB has played in a cornfield.
Creating energy through novelty helps grab eyeballs, headlines, clicks and attention. Maintaining that momentum is the challenge. How have Sports used these moments as jumping off points? How have they used these disruptive moments to springboard forward into consistent growth? What's next? What does the future of these disruptive moments look like? Will we see more? Give an example - Pick a sport, pick a venue, what will the benefits be? Share your example.
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