The NHL faces challenges notably in marketing and promoting its stars, as highlighted by a survey of 19 agents who represent numerous players. Despite the immense excitement hockey offers as a live experience, agents feel the league has underperformed in reaching new audiences and enhancing hockey-related revenue. Many agents pointed out that while NHL executives have historically focused on disputes with players about marketing efforts, the league should take broader inspiration from the NBA and NFL, which excel in promoting their athletes and the sport.
“The NHL has a compelling product, it's the most exciting live experience of any of the major pro sports, one agent said, echoing the majority of respondents.”
“The bulk of responses centered around the league's perceived failings when it comes to selling the game and its star players, bringing in new audiences and growing hockey-related revenue.”
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