Puck Daddy - NHL

Puck Daddy

Wed Oct 01, 2008 11:25 am EDT

Marketing the NHL's young stars, minus Alexander Ovechkin

By Greg Wyshynski

Kudos to Tim Arango of the New York Times, who managed to write over 800 words on the NHL's post-lockout turnaround and its marketing of stars without the word "Ovechkin" appearing once.

This is an accomplishment on the level of omitting "Spielberg" while writing a piece about directors who made films about dinosaurs, aliens and Oskar Schindler.

The Times story covers the $15 million ad campaign of Young & Rubicam, who created print and television spots around young stars like Sidney Crosby, Patrick Kane, Henrik Lundqvist and Dion Phaneuf.

Granted, there may be other factors at play here for Ovechkin's absence: Scheduling, money or other conflicts. And it's not like Ovechkin hasn't been marketed by the NHL -- have you seen the cover model for Yahoo! Fantasy Hockey this season?

That said, the Times quoted three different marketing suits who evidently never mentioned Ovechkin as a marketing asset for the League. The awesomely named Cliff Skeete of Young & Rubicam said that Crosby is the NHL's Jordan and Bird. Creative consultant Bruce Jacobson said Crosby is LeBron.

Look, this isn't another Crosby vs. Ovechkin, Washington Capitals vs. Pittsburgh Penguins throwdown. Give Sidney credit for saying that he feels a reasonability to market the league "but I have the good fortune of being in the league with other young guys." This is simply noting that in the New York Times print edition, in a story about the NHL's surge in popularity, the reigning MVP and scoring champion wasn't mentioned. Once.

And it's not just the Times: Brandweek's coverage of the ad campaign makes no mention either, although that story is much more about the ads and less about the NHL in general.

So the question becomes whether this is an oversight by the author, or do the Mad Men who market the sport to the masses feel Ovechkin's appeal is somehow limited by language or culture in a way that Patrick Kane and Sidney Crosby are not?

Related: When Hockey and Hollywood Collide, Crosby vs. Ovechkin vs. Malkin

digg delicious
more

65 Comments

Post a Comment
  1. Jon A
    1. Posted by Jon A Thu Sep 03, 2009 4:11 pm EDT

    Report Abuse

    I know he said this isn't an Ovechkin/Crosby war, but I have to say it...No way is Crosby a better player currently.
  2. Smalls
    2. Posted by Smalls Thu Sep 03, 2009 8:42 pm EDT

    Report Abuse

    Thanks Jon A for that invaluable insight. Too bad you're wrong. But since you don't give reasons, I won't either.
  3. jimmy jam
    3. Posted by jimmy jam Thu Sep 03, 2009 8:06 pm EDT

    Report Abuse

    i don't see how people still see ovechkin as the better player. crosby is better than him in almost every aspect of the game besides putting the biscuit in the net and checking players. everything else is his. and because he missed 21 games last season, he drops down to #2 to ovechkin because he scores 65 goals is bull [profane]. he'll show all those caps fans the way to get it done.
  4. Ch M
    4. Posted by Ch M Thu Sep 03, 2009 3:23 pm EDT

    Report Abuse

    The mad men need to stop comparing NHL players to NBA players for one. NBA is struggling with its own marketing right now (anybody see those OKC jerseys?). The NBA's rise to glory centered around two people Magic and Bird with a great rivalry. The suits better open their eyes to history and identify that the NHL is sitting on the same opportunity.
    When you list off players you'd pay to go see right now, Ovechkin tops the list. Let's be honest, he has people in Moscow wearing Washington jerseys. I'd go see the Pens right now since I can see two great players Crosby and Malkin on one night, but for one player only, AO fits the bill.
  5. Michigander21
    5. Posted by Michigander21 Thu Sep 03, 2009 4:35 pm EDT

    Report Abuse

    Smalls,
    REALLY??? You need someone to give you reasons??? Do you even watch or follow hockey?
    Does this look familiar "the reigning MVP and scoring champion"? I have a hint, it was in the article you just posted about.
    Jon A is dead on "No way is Crosby a better player currently." Notice the "currently". Refer to proof in the quote above that you clearly didn't read.
  6. Hans Gruber
    6. Posted by Hans Gruber Thu Sep 03, 2009 2:58 pm EDT

    Report Abuse

    To all three post above me. Barbaro is dead. There is no need to beat him any longer.
  7. tylergreendc
    7. Posted by tylergreendc Thu Sep 03, 2009 10:25 pm EDT

    Report Abuse

    The NHL is looking to expand into Tbilisi, so...
  8. Michigander21
    8. Posted by Michigander21 Thu Sep 03, 2009 4:35 pm EDT

    Report Abuse

    jimmy jam,
    You just made a case for why AO is better. He checks and he scores. He is a true hockey player not a prima donna. You also missed one other aspect that Crosby lacks, set up man. Hossa said it himself in an interview.
  9. Hans Gruber
    9. Posted by Hans Gruber Thu Sep 03, 2009 2:58 pm EDT

    Report Abuse

    How come Don Sweeney was better than Ray Borque in NHL 94?
  10. Gooner
    10. Posted by Gooner Thu Sep 03, 2009 7:26 pm EDT

    Report Abuse

    The Best NHL marketing is brought to you by Powerade. "Your momma's so ugly, she made an onion cry." Remember the old ESPN2 NHL commercials in black and white? Stuff like Marty Broduers hand puppet saying, "No, No. I only speak au-francias." Cam Baumgartner eating a puck. Nick Kypreos got on TV and people loved it!
    Ovechkin, Zherdev, and Semin aren't what I would call 'photo-genic.' Crosby better start being seen in public with a good looking young woman, although living in your boss' basement may cramp your style. Anna did more for Sergei than Nike, and ask the Bure boys what got them noticed more. Alexandre Daigle and Pam Anderson, remember that? Brent Yamaguchi? Without Janet Jones, St Louis would have never been able to rent Gretzky! Nothing gets you in the news like getting busted for having your uncle's coke in the glove box or being seen in public with attractive females. So long as Kevin Stevens isn't (still) living in Mario's basement as well, Crosby won't have any problems being seen with the ladies.
  11. Jon A
    11. Posted by Jon A Thu Sep 03, 2009 4:11 pm EDT

    Report Abuse

    Yeah smalls apparently your name describes your intelligence. Prolly describes the size of your penis too. You read right over the word "currently" for one, for 2 you also must have gone through hockey with your eyes closed lately.
  12. carl_vs_mastershake
    12. Posted by carl_vs_mastershake Thu Sep 03, 2009 3:18 pm EDT

    Report Abuse

    Who is this Ovechkin? I haven't seen him at any preseason games he is probably some practice squad guy, not like the next greatest superstar Gilbert Brule.
  13. Brandon
    13. Posted by Brandon Thu Sep 03, 2009 9:54 pm EDT

    Report Abuse

    Crosby doesn't carry his team the way that Ovechkin carries his. Crosby has players like Malkin, Gonchar, and Staal that help him out or pick up his slack. Ovechkin has....no one right now; eventually, Ovechkin might have backup from Semin, Backstrom, and Green. For now, he's the reason the Caps are getting anything done. Crosby is over-hyped. He's a fantastic player, but the NHL is shooting itself in the foot by only exposing one team, one player, to the media.
  14. tehchico
    14. Posted by tehchico Thu Sep 03, 2009 3:42 pm EDT

    Report Abuse

    It's a tough one...on talent alone how can you not put Ovie there. However Marketing is about Imagine and Appeal. I have the ESPN Mag on my desk with Ovie on the cover. I've had at least 10-15 coworkers walk into my office and say things like... "God he's ugly" , "He ugly as sin", "He cartoonish ugly"....etc. You put Crosby or Kane up there you get..."he's cute", "good looking guy" -hopefully mostly from the ladies of course. If it's about Marketing I am fine with it. If it's about superstars and Talent Ovie is 1A in my book.
  15. Josh A
    15. Posted by Josh A Thu Sep 03, 2009 9:26 pm EDT

    Report Abuse

    Ok...to all of the Ovechkin haters, let's remember that part of the reason he doesn't get more assists is because he doesn't have the supporting cast that Crosby has...also, dealing with the article, how could you not market the most electrifying player in the NHL?!...it makes no sense...Ovechkin has the most passion and fun on the ice bar none and puts it out on the line every single night (he's also only missed one game in his career too for someone who is physical compared to most others)...C-A-P-S Caps Caps Caps!!!
  16. knucklehead
    16. Posted by knucklehead Thu Sep 03, 2009 4:37 pm EDT

    Report Abuse

    I challenge anyone to Youtube a Crosby highlight reel, and try to compare it to Ovechkin highlights.
  17. se@n
    17. Posted by se@n Thu Sep 03, 2009 9:25 pm EDT

    Report Abuse

    Hockey is almost here! Real hockey fans know how great AO is. Real hockey fans know how great Sid is. Real hockey fans know how great Iginla is. The marketing is done by non hockey fans for non hockey fans. If you are a hockey fan just ignore it.
    GO PENS!
  18. voiceofreason
    18. Posted by voiceofreason Thu Sep 03, 2009 7:17 pm EDT

    Report Abuse

    I was at a Caps/Pens game and the CAPS(!) fan sitting next to me said something like "Ovechkin is probably the best player in the game right now, but he's uglier than dog(****)."
  19. J.P.
    19. Posted by J.P. Thu Sep 03, 2009 4:42 pm EDT

    Report Abuse

    "i don't see how people still see ovechkin as the better player. crosby is better than him in almost every aspect of the game besides putting the biscuit in the net and checking players."
    Heh.
    Aside from that, how was the show Mrs. Lincoln?
  20. Jon A
    20. Posted by Jon A Thu Sep 03, 2009 4:11 pm EDT

    Report Abuse

    @ carl_vs_mastershake: I know you are being somewheat sarcastic, but are you seriously trying to draw a conclusion that Crosby is way better than Ovechkin?
  21. Tuo
    21. Posted by Tuo Thu Sep 03, 2009 9:27 pm EDT

    Report Abuse

    Until you're mentioned making someone's head bleed in a B-rate movie, you're nothing in this league
  22. RC
    22. Posted by RC Thu Sep 03, 2009 9:59 pm EDT

    Report Abuse

    Its not that Ovechkin is held back from a language barrier aspect marketing wise
    Its that he's held back by a Canadian Media that's so incredibly determined to turn El Sid into this gigantic Messiah of Hockey, that he's featured pretty much on every single break on NHL Network, and further, are so determined to "give" him a personality that he clearly lacks, that theyve put out a DVD showing Sid "off the ice".
    **Look at Sid! He fishes just like you and me! He plays video games and drives a car!! LOLRZ!!! He's so awesome!! Look he's just like Gretzky and Yzerman! Let's make another commercial where we interpose their photographs with his!**
  23. acardillac
    23. Posted by acardillac Thu Sep 03, 2009 2:44 pm EDT

    Report Abuse

    Whether Ovechkin is better than Crosby or anyone else is irrelevant. It's marketing. Period. Whether its right or wrong, the average North American doesn't want to see a Russkie do good while making more money in a minute than they would in a lifetime. If seeing something on a product irks you, will you buy it? They're also marketing the game and focus that attention towards its bigger audiences. Crosby is used mostly because (a) he's pretty darn good and (b) Penguin broadcasts get higher ratings than any other team during the season (don't get mad, just look it up) Penguin's memorabilia also sells a great deal more than other teams (don't get mad, look it up) So it's only logical to milk that as much as you can - from an advertising point of view.
  24. .................................................!
    24. Posted by .................................................! Thu Sep 03, 2009 2:44 pm EDT

    Report Abuse

    The stupidity doesn't lie necessarily with the marketers themselves, as much as with the author of the article. Though yes, the marketers are clearly stupid, as I haven't seen a funny/relevent piece of NHL marketing in about 20 years.
  25. FAQ U Flyers
    25. Posted by FAQ U Flyers Thu Sep 03, 2009 2:51 pm EDT

    Report Abuse

    Well put acardillac, it's not about who's the best it's all about the almighty dollar. Crosby is the poster child for the NHL,if you polled a thousand people who they would like to meet OV or Crosby 99% would say Crosby just because everyone knows who he is.This is about trying to market the NHL to non Hockey fans and get them to watch and buy merchandise.If all you Crosby haters out their would ever listen to this kid talk you would change your mind he is very intelligent and mature for a 20 year old.

Puck Daddy

Add to My Yahoo! RSS

Greg Wyshynski

Puck Daddy is an NHL blog edited by Greg Wyshynski. Email him, and follow him on Twitter.

Contributors:
Sean Leahy, Ross McKeon, Matt Romig, Dmitry Chesnokov, Ryan Lambert, Dobber, Scott Pianowski,

Teams

Customize to follow news and rumors on your favorite teams. [ Sign in ]

Related Photo Gallery

More NHL Photos »

Y! Sports Blogs

Puck Daddy Recent Readers

(provided by MyBlogLog)

Watch Live Hockey Online with GameCenter Live™