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by Paul on 10/01/07 at 09:56 AM ET
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from BrandWeek,
Prior to joining the NHL in November as evp-corporate sales and marketing, John Collins was an executive for more than 15 years at the NFL, including svp-sales and marketing (in 2000 he was named one of Brandweek’s “Marketers of the Next Generation”) and then was president/CEO at the NFL’s Cleveland Browns. In May he was given added responsibilities and a new title, svp-business and media, to work with league marketing partners including Pepsi, Reebok, Anheuser-Busch, XM Satellite, Verizon Wireless and Dodge. He spoke with Brandweek executive editor Barry Janoff about the NHL’s marketing strengths, weaknesses and future.
Brandweek: How was the lockout in 2004-05 a turning point for the NHL?
John Collins: It’s a dramatic step if you shut down any business for a year. In terms of business and marketing, the first season after the lockout was all about restarting the business. The NHL represents a classic marketing opportunity and we hope a classic marketing success. Based on franchise values, revenue growth, the rise in salary cap and other numbers that commissioner Gary Bettman presented this month to the board of governors, the business has come back and is poised for growth.
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