5 Must-Know Tips for Hockey Arena Advertising

5 Must-Know Tips for Hockey Arena Advertising

In arenas all over the country, hundreds of thousands of people come to play and watch hockey every day during peak season. Whether it’s the local junior team, a youth house league team, or an NHL game, you will no doubt see hockey arena ads across every surface. Promoting your brand at what is the heart of most communities is an excellent way to grow awareness and reach your market, but there are some things to consider before getting your next campaign started. Here are five tips for any organization looking to get noticed with a hockey arena ad. 1. Not All Rink Board Locations Are the Same When people think of hockey arena advertising they tend to think immediately of rink board ads. These ads—placed around the inside boards—allow your brand to be displayed throughout the game to anyone watching. While these ads are extremely popular, not all of the space on the rink boards is created equal. Especially in smaller local rinks, take some time to consider what side of the rink the majority of fans sit, which end the home team uses most, and the proximity to crucial spots on the ice like the net, faceoff dots, and centre ice. 2. Be Creative Most people today are quite good at ignoring or avoiding ads, but everyone loves a great and well-placed advertisement. There is also significant “dwell time” in arenas, when fans are sitting, watching, and able to actively engage in an advertisement or a call-to-action. Try to make your hockey arena advertising campaign different and add a bit of your organization’s creativity into it. Arenas...
A Brief History of Hockey Rink Advertising

A Brief History of Hockey Rink Advertising

Most of us have come to expect advertisements on rink boards, on the ice, and even on hockey jerseys. The white rink boards of the past were a blank slate for connection between brands and the passion and energy for the game. In the future, we’ll no doubt see advertising used in more creative ways both during NHL games and in local community rinks. But how did it start? When did hockey rink advertising become a sought-after branding opportunity for brands all over North America? Here’s a quick history of how advertising merged with the sport of hockey. Humble Beginnings Before the 1980s, the boards of a hockey rink were completely white—except for the black puck marks made by hockey players during ice time. In the 1978-79 season, NHL teams were given permission to sell ad space on the rink boards, with the first pair of boards selling for only $3,000! By the end of the decade, every NHL team had featured advertising on their boards. In the 1990s, ads began popping up on the ice. Ads placed next to center ice and in the neutral zone were coveted because there was no way spectators could miss them during TV broadcasts and while sitting in the arena—it was a prime opportunity. Compared to European and lower-level professional leagues, most rinks are quite conservative in the ad coverage on the ice surface. As advertising in NHL arenas expanded, community rinks and local arenas realized the potential revenue stream and sponsorship opportunities for using the vast white space in arenas everywhere. Soon, rink board, ice, and in-arena ads started appearing in...