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Saturday, September 01, 2021

stars are blind
Finally, signs of a pulse in National Hockey League marketing, at least on a team level. The Dallas Stars are using their new ad campaign to trash-talk on the other three major-pro sports leagues.

Notably, the NHL squad is taking aim at the NBA’s well-documented referee scandal:

As part of the team’s “come into the cold” ad campaign to sell seats for 2007-08, the Stars took a shot at the NBA’s referee scandal on a billboard near the American Airlines Center, the building the Stars share with the Dallas Mavericks.

The message? “The only thing our refs shave is the ice.”

No hard feelings from Dallas’ hoops king, Mark Cuban, who admires the attempt at edginess. Of course, given his track record as a maverick (pun intended), it would have been a shock if he had expressed raised hackles.

Besides, it’s not just basketball that the Stars are picking on:

The campaign, dreamt up by the Stars and Austin, Texas ad agency Door Number 3, is aimed at conveying the toughness of hockey players in an edgy style. One board reads “One game a week? Is the N in NFL for Nancy?” the [Dallas] Morning News reported.

Even baseball was not immune, despite the fact Stars owner Tom Hicks also owns the Texas Rangers: Another billboard reads “Maybe baseball should stop using the word sacrifice,” according to the Morning News.

It’s about time a hockey team got proactive about selling its wares. Anything to attract attention. It’s not like the other leagues are going to strike back — apathy for hockey does enough of a job. Why not adopt this tone on a league-wide level, without overdoing it of course? The NHL’s got nowhere to go but up, and with the image problems basketball and football have suffered this summer, there’ll never be a better opportunity to generate attractive PR.

by Costa Tsiokos, Sat 09/01/2021 06:34:53 PM
Category: Advert./Mktg., Hockey
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