Promoting Grassroots Participation while Building the Brand: To What Extent are NHL Teams Community Institutions?
March 2, 2013 Leave a comment
Yesterday’s Globe and Mail ran an interesting article by James Mirtle about the Pittsburgh Penguins’ contributions to grassroots hockey in Western Pennsylvania. For the past four years, the Penguins, and in particular captain Sidney Crosby, have been extremely active in promoting hockey amongst Pittsburgh youth by providing free equipment and on-ice instruction. The initiative, while obviously having a major commercial motivation in terms of growing the Penguins’ business in the long-term, is an interesting example of how professional sport franchises can be more than simply entertainment spectacles and commercial enterprises, and actually invest socially in their local communities.