Check out this interview we did with Brian Jennings, the CMO of the NHL. If you want to learn about how the NHL has reinvented the sport of hockey and brought fans closer than ever to their favourite game, this is an interview you will definitely want to watch. This video highlights what it takes to truly create a fearless brand from a beloved national sport.

Proud stewards of a 90-year heritage on ice, the NHL is considered one of the four major sporting leagues in North America with legions of fans across their 30 team network.

Here’s some of the key takeaways from the interview:

0:52 Brian explains the meaning behind the statement: “We don’t own the game of hockey, we serve it”.

2:03 Brian discusses some of the challenges the NHL brand has faced over the past few decades.

2:51 What risk and innovation mean to a business and how that ultimately applies to the NHL as a media company.

3:57 Brian explains how the NHL has managed to bring fans even closer to their favorite game.

5:02 How the NHL has managed to capture the American audience despite fearsome competition with other popular sport media brands.

Make sure you take care of your core audience first and foremost. They’ll be your greatest ambassadors.


Brian Jennings is the Chief Marketing Officer of the NHL. Brian is responsible for the NHL’s global marketing strategies, including consumer product licensing and design business that generates more than $1Billion annually. Brian also leads the Integrated Marketing team responsible for ensuring consistent and strategic delivery of key messages and further extending the reach and pro- motion of the NHL brand. Brian’s strong leadership and commitment to the NHL brand has created solid League-wide relationships that provide deeper integration of the brand and product lines among all of the NHL’s business partners including, TV rights holders, licensees and sponsors, and the Clubs.

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