I feel I may have been somewhat either a little naive or ignorant by suggesting that there is a lack of collective passion for franchised sports teams. I think this may be born out of my personal lack of genuine affiliation and connection with my own NHL teams across the pond.
I have never been to Phoenix, I don't know anyone who lives or works there, and none of my family come from or been there either. My affections are based upon the first jersey I had bought for me whilst playing for my local team in Basingstoke.
My comparison between hockey and English football also assumes that they two sports are on par with each other based on popularity. Football in England, Britain and most of Europe (maybe even the World?) is the national sport, or certainly officially the biggest. Having American friends I have come to believe that hockey is generally seen as the 4th sport of America (after Baseball, American Football and Basketball). With this in mind, it may make the use of 'markets' to describe potential fans in the article that sparked my original post (Which should be re-names Issues of franchising sports teams rather than Problems with franchising sports teams), seem a little more sensible. Football is undoubtedly the biggest sport and really doesn't have to fight for fans. Near enough every town has a team that plays in a national league and so there is ever really a problem with having a fan base. Of course there are going to be fights for football fans (not literally) in a shared area (for example, the South coast of England, where I grew up there is a large mix of Southampton and Portsmouth supporters - so geographically, I am in the middle). So for this geographic middle ground, there is competition for support. There is no competition for fans from other sports such as Rugby or Cricket.
With this in mind, hockey has a lot more to compete with that other teams, but 3 more sports that are bigger (I appreciate Canada is a different story).
Aside from my assumptions I think I could have re-worded my concluding concerns in a slightly better way than I did. The issue of new franchised sports teams instills on its fans is the fact that it's new. I think it is hard to embed a deep sense of loyalty to a complete new team that has no history or cultural sinificance within the city. So when something goes wrong, such as Phoenix' losing streak, home attendence starts to deplete. This may not be a problem for well established big teams who have more than enough fans to fill the stadium even in a dry patch. So with new teams, support increases with wins which is great for a winning team, but retention is a problem with a losing team. It is THIS that challenges marketers and the heads of hockey to ensure there is a lot of support in times of need.
The issue of "Shared Markets"
I think the nature of support for teams are generally different in UK football than the NHL. Take Southampton ad Portsmouth for example. Both teams have always existed for over 100 years - like nearly every other team and on a national scale may rise and all in fame. Southampton once in the Premiership in 2003 is now in League 1, and Portsmouth have risen to the Premiership within the last 10 years. However once you support Southampton, you will always support Southampton - the length of support you give may of course change depending on the success but as a rule, you are not going to start supporting Portsmouth. Having grown up with this sort of sporting culture, I do find it hard to understand how quickly a new team can gain a big fan base and worry near competition. I know our systems don't facilitate such a scenario, but if a brand new team was developed in the same area, for example, Alton, by someone with a lot of money, it would be difficult to find support because everyone in the area will have already established their support for other teams over the years. The only people who would, were those that were indifferentabout the sport in the first place and therefore didn't follow a team, or kids. Coming from Alton I am not going to stop supporting Southampton.
It is this situation I have only recently (the last few years since really starting to follow the sport with a passion) really come across . Maybe the news report got it wrong, but reading that Toronto were worried about a potential move of Phoenix to nearby Hamilton, OT, I couldn't understand why. Surely if everyone in the area were Leaf fans, why would they change out of pure convenience of maybe a 30 minute drive? Why would people stop going?
As a result of understanding why fans have a affiliation and how to gain loyal fans, maybe out of common sense, maybe by looking at established teams and how franchises of recent times in the NHL have become successful straight from a move - which is to get them young. If you get them young, you keep them. This is what marketers have been doing with the newer teams. They don't have the benefit of a 100-year history that Montreal has. A lotof the newer teams I have noticed, and the rest of the NHL if I am honest as well, are focusing on those grassroots. Summer camps for kids, that are free, community involvement from players, and truly trying to immerse the team and the players into the culture of the area.
So what are the 'Yotes doing to create a core of loyal fans?:
I saw this video that really showed the newer teams, especially those in the South really trying to get in with the community. I know winning is something that everyone wants to see their team do, however loyal fan base takes time to build and should be earned, especially in light of instant franchised teams. I like to see this happen. It happens in my town of Alton as well, with Pompey in the Community - although Portsmouth are my Southampton's rival team, they are doing something right in being visible in the community, and as a recruiting young fans.
And more Specifically?
8 Coyote Charity affiliations,
Youth Hockey Development
Click on the links to see to see the extent of community work and involvement is. You can decide if you think it is sufficient. This video is an example of what is going on down in Sunny Phoenix this summer with the Local community.
OK, so the 'Yotes are obviously working hard to engage with the local fans and communit which is perfect. This ground work shall prove successful in the future I am sure as has happened with New Jersey Devils for one. However I think the fruits of Coyote's labour will be too late for this current situation. Either that or something extra will be needed. As you can se with the video and the website, and I know from the last few seasons there have been numerous hospital visits etc, that a lot of community work is being done. I give all my wishes to the Coyotes team in this tough time and look forward to seeing them on the ice again for many a year to come.
If YOU have any comments on how the Coyotes could ecourage the local fans to get involved in the team and to side by their side please let me know.
Cheers, Scott
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