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|Date of Release: Jun 11, 2008|
|Type of Release: Public Relations|
SHOP.NHL.COM Generating Record Sales of Stanley Cup Merchandise
FOR IMMEDIATE RELEASE / JUNE 11, 2008
SHOP.NHL.COM GENERATING RECORD SALES OF STANLEY CUP CHAMPION MERCHANDISE
Significant Direct-To-Fan Marketing Reach, Enhanced Digital Platform,
And Large Product Assortment Help Drive 135 Percent Increase In Online Sales
NEW YORK (June 11, 2008)
The significant up-tick in sales at Shop.NHL.com can be attributed to a multi-channel, direct-to-fan marketing campaign that included broadcast, print, online and direct e-mail; an enhanced digital platform that effectively connects fans with their favorite teams and merchandise; the NHL’s largest-ever assortment of championship products; and the popularity of the Red Wings.
The increase represents a 128 percent boost from the last time the Red Wings won the Stanley Cup in 2002, and is a Stanley Cup Champion merchandise sales record at Shop.NHL.com.
"Strong sales indicate robust North American demand for the NHL and one of its most storied franchises," said Perry Cooper, Vice President of NHL Direct. "In addition to healthy demand from local fans celebrating the Red Wings’ championship, the NHL’s digital, direct-to-consumer platform enabled us to connect thousands of geographically displaced Red Wings fans living outside of Michigan with Stanley Cup Champion merchandise."
The first day after the Stanley Cup Final, merchandise sales increased 108 percent from the first day of such sales in 2007. The second day of sales in 2008 increased 136 percent from the second day of sales in 2007, and the third day of sales in 2008 increased 176 percent from the third day of sales in 2007.
Total sales at Shop.NHL.com for the three day period were 282 percent more than in 2003, 310 percent more than in 2004 and 265 percent more than in 2006.
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The National Hockey League, founded in 1917, is the second-oldest of the four major professional team sports leagues in North America. Today, the NHL consists of 30 Member Clubs, each reflecting the League’s international makeup, with players from more than 20 countries represented on team rosters. According to a Simmons Market Research study, NHL fans are younger, more educated, more affluent, and access content through digital means more than any other sport. The NHL entertains more than 100 million fans each season in-arena and through its partners in national television (VERSUS, NBC, TSN, CBC, RDS, RIS, NASN, NHL Network and HDNet) and radio (Westwood One and XM Radio). Through the NHL Foundation, the League’s charitable arm, the NHL raises money and awareness for Hockey Fights Cancer, Hockey’s All-Star Kids and NHL Diversity, and supports the charitable efforts of all NHL players. For more information on the NHL, log on to NHL.COM.
- In the 72 hours following the Detroit Red Wings’ clinching win in the 2008 Stanley Cup Final, sales of Stanley Cup Champion merchandise at Shop.NHL.com increased 135 percent from 2007.
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