The NHL has taught us that the players need to understand that this is about extending the revenue opportunities to keep the dollars flowing. If you want to make millions, (you) have to do some things that are creative. It's about as saturated a marketplace for sports today than we've ever seen before.
Until the product is back on the shelf, you can't say what the market is going to be. The NHL hopes its core fans are the first to come back -- and that they bring a friend.
[Moreover, retired athletes are more likely to steer clear of scandal.] They don't do stupid things for the most part, ... What has been the biggest problem area for the endorsement business lately is people you thought were upstanding citizens doing something stupid.
Companies realize there's a growth possibility in the lifestyle category ? not necessarily for athletic use, but because it looks good.
It's paramount that they get people back in the building to remind them how good the sport is.
If you don't pay attention to them long term, you are going to wake up one day and have asked yourself, 'Where did all your fans go?' .
The general feeling is that firms are trying to be more selective about the number of athletes with whom they have relationships. You have to remember that, for the most part, the industry is young and learning how to measure success and get the best return on its investment. The emerging trend is the use of entertainers and retired athletes to market these products.
The American population is continuing to diversify, and Hispanics have become a very important part of the sports economy.
It's not about bringing the loyal fans back. They're probably at the doors now. It's the casual fans that will make the difference between teams being profitable and not being profitable.
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