Chapter
7
COMMUNICATING THE SPORTS BRAND
The Hartford Wolf Pack, an American Hockey League team, succeeded the National Hockey League’s Hartford Whalers in 1997 and has constructed and communicated a brand with mixed results. Like most high-level minor league teams, it has the usual communication programs of promotions, local media events, Web sites, and newsletters that are devised to communicate with the fan base and connect with the media. A major component of the Wolf Pack’s brand communication strategy is its large-scale emphasis on working with community needs. The team has a number of community initiatives including the Community Foundation, Golf for Kids, Bowl-a-Thon, Chariots of Hope, NHL Street Wolves, the Acoustic Café CD, and a ...
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