#BYMEspresso☕: What's revolutionising about NHL's in-game sports advertising?

The NHL believes it is revolutionizing in-game sports advertising by giving brands the ability to target fans like never before.

The NHL believes it is revolutionizing in-game sports advertising by giving brands the ability to target fans like never before, and that its advertising model could serve as a blueprint for professional sports leagues everywhere.

“If it can be done in hockey it can be done in any sport around the world,” says Wachtel.

For over 40 years, NHL teams have covered their dasherboards with sticker logos of their sponsors visible in person and, until this season, on TV regardless of where the game was being broadcast.

That meant fans watching on TV could be exposed to ads in different markets that had little to no meaning to them—for instance, Dallas Stars fans in Texas being served ads from Canadian sponsors while their team played in Ottawa. 

Now, during Stars’ broadcasts for games in the Canadian capitol, fans will be served an ad from American Airlines as opposed to Air Canada, showing firsthand how sponsors can prevent competitors from coming into their market.

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