{"id":56626,"date":"2025-04-02T09:41:51","date_gmt":"2025-10-14T13:34:41","guid":{"rendered":"https:\/\/www.elixirr.com\/en-us\/?post_type=case_study&p=56626"},"modified":"2025-11-25T12:22:42","modified_gmt":"2025-11-25T12:22:42","slug":"professional-ice-hockey-team-building-fandom-in-a-new-market","status":"publish","type":"case_study","link":"https:\/\/www.elixirr.com\/en-us\/case-studies\/professional-ice-hockey-team-building-fandom-in-a-new-market\/","title":{"rendered":"Professional ice hockey team: Building fandom in a new market"},"content":{"rendered":"\n
\n
\n

As it prepared to launch its newest franchise team, our client wanted to size the target market for the new team leading up to its 2021 inaugural season to ensure they had a realistic understanding of potential ticket and merchandise sales, viewership and more. They also needed to understand the hockey fan journey and lifecycle to optimize their marketing and advertising messaging and attract the largest and most diverse fan base possible.<\/p>\n

\n
    \n
  • Outcome 1: Helped identify the team\u2019s name<\/li>\n
  • Outcome 2: Informed marketing and communication strategy<\/li>\n
  • Outcome 3: Outlined community engagement opportunities for the franchise<\/li>\n<\/ul>\n<\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n
    \n
    \n

    \n The challenge<\/h2>
    \n
    \n

    In 2019, a major professional sports league was preparing to launch their newest franchise team in a new major US city. As the new location has not traditionally been a \u201chockey town\u201d there were questions around if locals would welcome a new sport, how deeply they would engage with the franchise, and where there would be opportunities to build and deepen fandom.\u00a0<\/span>\u00a0<\/span><\/p>\n <\/div>\n <\/div>\n <\/div> <\/div>\n<\/section>\n\n\n\n

    \n
    \n

    \n The approach<\/h2>
    \n
    \n

    Hypothesis, an Elixirr company, partnered with a major professional sports league to strategise how to build fandom in a new market by conducting primary research through qualitative focus groups and a quantitative survey. This research focussed on:<\/span>\u00a0<\/span><\/p>\n

      \n
    • Audience interest<\/span><\/b>: In-person focus groups with current and potential hockey fans in the new location explored team name options and \u2018ways in\u2019 for fandom<\/span><\/li>\n<\/ul>\n
        \n
      • Sizing the market:<\/span><\/b>\u00a0an online quantitative survey to determine targeting and marketing opportunities for the team<\/span>\u00a0<\/span><\/li>\n<\/ul>\n
          \n
        • On-going tracking:<\/span><\/b>\u00a0we revisited our survey in 2023 to identify new avenues to capture fans and increase engagement with the franchise, post-launch<\/span>\u00a0<\/span><\/li>\n<\/ul>\n

          The team\u00a0<\/span>conducted four in-person focus groups\u00a0<\/span>in<\/span>\u00a0the new location among fans\/committed season ticket\u00a0<\/span>buyers<\/span>\u00a0as well as\u00a0<\/span>potential fans\/general sports fans<\/span>. We then\u00a0<\/span>leveraged<\/span>\u00a0these insights to craft a 15-minute online survey<\/span>, sent to respondents across the Pacific Northwest (Washington, Oregon, Idaho)<\/span>. Using learning from across the unique pieces of research, we brought current and potential fan segments to life through a fandom timeline, team advice\/pitch activities, and attitude and lifestyle profiling. This work was followed up with an\u00a0<\/span>additional<\/span>\u00a0quantitative survey in 2023 to\u00a0<\/span>measure how interest and engagement in the franchise had evolved since the team\u2019s launch.\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n <\/div>\n <\/div>\n <\/div> <\/div>\n<\/section>\n\n\n\n

          \n
          \n

          \n The value delivered<\/h2>
          \n
          \n

          With the insights in hand, the client was able to make strategic decisions around the\u00a0<\/span>team<\/span>\u00a0name, types of fans to target,\u00a0<\/span>ways to\u00a0<\/span>optimize<\/span>\u00a0marketing and communications and types of community engagement opportunities in which to invest.<\/span><\/span><\/p>\n

          Our insights enabled the team to create a brand\u00a0<\/span>roadmap<\/span>\u00a0that was authentic to locals<\/span>\u00a0by bringing<\/span>\u00a0fan segments to life through a fandom timeline, team advice\/pitch activities and attitude and lifestyle profiling \u2013 all culminating in a fan landscape presentation for the client\u2019s board of directors<\/span>.<\/span>\u00a0<\/span><\/span>\u00a0<\/span><\/p>\n <\/div>\n <\/div>\n <\/div> <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":56632,"template":"","related_service":[366],"related_industry":[356],"class_list":["post-56626","case_study","type-case_study","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nProfessional ice hockey team: Building fandom in a new market - Elixirr<\/title>\n<meta name=\"description\" content=\"This case study explores how a professional sports league built fandom in a new market using qualitative and 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d=\"M19.2841 33.6992C18.9579 33.6986 18.6374 33.6111 18.3543 33.4454C17.7167 33.0759 17.3203 32.3585 17.3203 31.5797V15.8189C17.3203 15.0379 17.7167 14.3227 18.3543 13.9531C18.6442 13.7827 18.9735 13.6951 19.3078 13.6994C19.6421 13.7037 19.9692 13.7998 20.2548 13.9776L33.4237 22.0406C33.6981 22.2166 33.9244 22.461 34.0812 22.751C34.238 23.0409 34.3203 23.3668 34.3203 23.6982C34.3203 24.0295 34.238 24.3555 34.0812 24.6454C33.9244 24.9353 33.6981 25.1798 33.4237 25.3558L20.2527 33.421C19.9604 33.6017 19.6256 33.6979 19.2841 33.6992Z\" fill=\"currentColor\"\/>\n<\/g>\n<\/svg>\n<\/span> <\/div>\n <\/figure>\n <div class=\"wp-component-card__content edwp-row-load\">\n <p class=\"wp-component-card__eyebrow\">\n Behavioural & Advanced Analytics <\/p>\n <a href='https:\/\/www.elixirr.com\/en-us\/case-studies\/professional-ice-hockey-team-building-fandom-in-a-new-market\/' class='wp-component-card__title'>\n <h2>\n Professional ice hockey team: Building fandom in a new market\n <\/h2>\n <\/a> <div class=\"wp-component-card__meta\">\n <p class=\"wp-component-card__date\">\n 02 April 2025 <\/p>\n <div class=\"wp-component-card__terms\">\n <div class=\"wp-component-tags edwp-component\">\n <div class=\"wp-component-tags__tag\">\n Sports <\/div>\n <div class=\"wp-component-tags__tag\">\n Behavioural & Advanced Analytics <\/div>\n <\/div>\n <\/div>\n <\/div>\n <div class=\"wp-component-card__button-wrapper\">\n <button class=\"btn btn--link arrow wp-component-card__button\">\n Read more <span class='edwp-svg '><svg width=\"20\" height=\"20\" viewBox=\"0 0 20 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g id=\"Lg\">\n<path id=\"Vector\" d=\"M1.12509 9.50162H15.8648L9.43259 3.06941C9.374 3.0113 9.3275 2.94216 9.29576 2.86599C9.26403 2.78981 9.24769 2.70811 9.24769 2.62559C9.24769 2.54307 9.26403 2.46137 9.29576 2.38519C9.3275 2.30902 9.374 2.23988 9.43259 2.18177C9.54971 2.06535 9.70814 2 9.87328 2C10.0384 2 10.1969 2.06535 10.314 2.18177L17.8151 9.6829C17.8737 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