"Honda Renews As Official Vehicle Of NHL In U.S."

From The Big Lead


Review by Ryan Stewart in KIN 332 (Section 1)

Honda has teamed up with the NHL again and renewed the contract of being the official car of the NHL. This also gives them the rights to a lot of promotional events at events such as the NHL All Star Game and the NHL Awards. This contract will continue to give Honda a lot of exposure, especially being the only automotive partner of the NHL. They will have reserved areas within NHL arenas that will help them promote their vehicles, as well as on-ice promotions. Most NHL rinks can fit around 15,000 fans which is a great deal of people to expose a product to. Taking into account 41 home games a year for each team, the exposure is phenomenal. Renewing this deal seems to be vital to the success of Honda as a leading automotive company.

Honda seems to have a well thought out plan as to why they are trying to market themselves through the NHL. They have found the right demographic they are looking for as Honda’s brand manager Tom Peyton explains. The NHL is also a very loyal and passionate fan base, which in return could help continue the success of Honda. Many fans stick with their teams throughout everything, and if Honda can convince them to buy a vehicle they may continue to stick with that brand in the future. The NHL fans are somewhat of a secluded demographic, they have a set fan base that stays loyal. I don’t see this market very hard to penetrate. I think this because the demographic is “young, affluent, and educated”. When I think of Honda I feel that the style of the cars they make definitely match the demographic. Honda is making a good choice by hooking up with the NHL.

The NHL is a great business and has many opportunities to help Honda be successful for the remainder of their contract. After the NHL lockout, the league seems to be revamped and exciting. Every year the NHL receives more and more exposure, which in return exposes Honda. All in all, this is a good move by Honda to team up with the NHL and they should see a continued success within this market.