While ice hockey is a hugely popular sport in certain European markets, there remains the fact that staging fan experience activities in the NHL’s heartlands of the US and Canada is a much different proposition than putting on events across multiple countries on one continent.
On how the NHL has sought to tailor the Global Fan Tour experience for the European market when compared to similar events put on back home, Black says: “I think one of the big differences that we face in Europe when compared to North America, and this was something we focused on when we began this Tour, is flexibility.
“In North America, for instance, we did the Centennial Fan Arena in 2017 to mark our 100 years as a league. We went around to each of our NHL cities, and a few other cities in addition, taking 53-foot trailers with us, big activations and a hockey rink with proper boards. The setup was extensive, for which we needed quite a bit of space.
“In Europe, we knew we’d have to tailor this experience to less space, and being a lot more flexible, being able to setup in a day instead of having a few days lead time. So, we knew it would have to be more unique and flexible in terms of being able to adapt to different areas.
“By and large in North America a lot more people know about the sport itself. Certainly, we still have pockets where we’re trying to grow the game, an important component to us, but on the whole, we don’t need to focus on educating as such.
“In European city centres, we’re dealing with people who have never picked up a hockey stick in many cases, maybe have never seen a hockey skate before, so we try and bring in those components so they can get that hands-on experience and for those who wish, they can then get to try it out.”
So, after years away from the international scene, the NHL is again beginning to dip its toes into global waters. The European games over the past three years have also seen the League take exhibition matches to China in 2017 and 2018, with an eye firmly towards Beijing’s staging of the 2022 Winter Olympics.
Black believes the NHL is only “scratching the surface” of what it can do internationally, specifically in Europe, and the Global Fan Tour is set to be a key part of these plans moving forward.
He adds: “For us we did take several years off from playing international games and being involved internationally, so we’re really in the infancy of this project and seeing what works best.”
This exclusive insight into the NHL Global Fan Tour is part of “Fan XP” – a newsletter designed to keep you abreast of the latest innovations, strategies and more regarding fan experience across the globe. To sign up, please click here.