TARGET MARKET
- Sports fan millennials, ages 18-35 (younger than the average hockey fan, who is around 38 and middle-aged)
- Primarily located in Seattle
- Current hockey fans aged 38+
Data from the National Hockey League shows that “fully one-third of the Seattle-area adults with an interest in pro hockey are under age 35” falling under the umbrella of millennial. As this demographic is the largest opportunity segment, it’s an ideal area of focus to build an engaged fan base for the Seattle Sockeyes.
By also targeting current hockey fans, age 38+, we are creating a more balanced approach to create our fan base. This aspect of our strategy will help to initially fill seats at the game, engage with the team via the app, and help us to gain revenue while we build the loyalty and excitement in our millennial segment.
TARGET ATTRIBUTES & VALUES
- Socially conscious – support Sustainable Development Goals (NHL has NHL Green , the Declaration of Principles, and recently published its 2nd Sustainability Report).
- Supporters and advocates of diversity and inclusion.
- Value input/connectivity with peers via social networks.
- Looking for engagement, entertainment, and a personalized experience.
TARGET CHARACTERISTICS
- Most diverse and largest in history (over 75 million, with 44.2% identifying as belonging to a racial or ethnic minority).
- Technology-based – place high priority on the internet and cell phone.
- Connected – through apps and social media websites.
- Expect instantaneous results/gratification, used to rapid change.
- Wealthy – about to inherit over $30 trillion from previous generation.
EXISTING LOCAL HOCKEY SCENE
Seattle’s adult league, The Greater Seattle Hockey League, has about 1,300 players on 86 teams and is one of the top 20 largest leagues in America.
Several former NHL players (or NHL draft picks) and former Thunderbirds and Silvertips players have played and reffed in the GSHL, including:
- Jeremy Reich
- Mitch Love
- Al Kinisky
- Jamie Butt
- Danny Lorenz
- Steve Tuttle
Additionally, local sports “bigwigs” like former Seahawks CEO and current NFL COO Tod Leiweke and Sounders COO Bart Wiley have also played, as has MLB player Dan Wilson, and sports celebrities continue to play in this league periodically, upping its popularity and reach among fans of other sports and players. This expands the reach of this hockey league and expands the reach of potential hockey fans for the Seattle Sockeyes to target!
With the high participation and the success of this league, the Seattle Sockeyes has a ready-made audience upon its arrival.
TAKEAWAYS FROM SURVEY RESULTS (103 respondents)
OVERVIEW
Out of the 103 respondents, half lived in Washington state. Out of those that lived in WA, 77% live in Seattle, and 21% lived within a 30 minute drive of the city. Respondents were predominantly white (84%), male (51%), ages 25-34 (49%), followed by those 35-44 (21%) who were not married, work full time, hold a 4 year degree, and have a household income over $150K.
46% of respondents reported to like sports a great deal, followed by 28% who enjoyed them a moderate amount. The NFL was the most popular at 31%, followed by NHL at 21%. Most surveyed have a hockey team they currently root for; however, almost half do not live in the same city as the team they support. Respondents enjoy watching games in person the same amount as they do at home.
At a hockey game, the most frequent activities were purchasing of swag, food, and drink. 51% have downloaded a sports related app and 70% still have it on their phone today. Top sports app uses cases: live interactive social feed during game play, invitations to exclusive team meetings/speaker series, and a team blog.
More details and insights from the survey can be found below.
DEMOGRAPHICS
- Of the respondents that lived in WA state, 77% live in Seattle, 21% within 30 minutes of the city, and 2% lived over 30 minutes outside of the city
- 49% of respondents were ages 25-34 and 21% were ages 35-44
- 84% identified as white
- 82% identified as heterosexual
- 51% were male, 44% were female
- 32% have a combined household income over $150K, while 28% had a combined household income of $100K-$149K
- 51% had a 4 year degree and 31% had a Professional degree
- 47% were never married, while 44% are married
- 90% work full time
SPORTS
- 46% like sports a great deal, while 28% like them a moderate amount
- NFL was the most popular at 31% followed by NHL at 21%
- 63% currently have a hockey team they root for
- 40% of those that root for a team do not live in the same city as the team they support
- MLB has the highest frequency of game attendance followed by the NHL and the NBA (less expensive than the NFL)
- Respondents equally enjoy watching games in person and at home – 54%
- The most frequent activities at a hockey game were purchasing of swag, food, and drink
- 51% of respondents have downloaded a sports related app and 70% still have it on their phone today
TOP SPORTS APP USE CASES
- Live interactive social feed during game play
- Invitations to exclusive team meetings/speaker series
- Team blog
- Game rules
- Discounts for business partners
- Food/ merchandise ordering