NHL buys full page ads to apologize to fans

With hockey set to return after a four-month lockout, the NHL is apologizing again. Echoing last week’s remarks by Commissioner Gary Bettman, the NHL is using full-page newspaper ads Thursday to tell fans it’s sorry for the lockout that delayed the season and trimmed the schedule from 82 games to 48. The season starts Saturday. […]

Click to read the ad

With hockey set to return after a four-month lockout, the NHL is apologizing again.

Echoing last week’s remarks by Commissioner Gary Bettman, the NHL is using full-page newspaper ads Thursday to tell fans it’s sorry for the lockout that delayed the season and trimmed the schedule from 82 games to 48. The season starts Saturday.

The ad says: “Like you, we’ve missed NHL hockey.”

The league is thanking fans for their patience and apologizing for the lost games.

The ad says the league is “committed to earning back your trust and support” with “hard work and unwavering dedication.”

The ad is running in about 40 newspapers across the United States and Canada.

It appears in at least one newspaper in each of the NHL’s 30 team markets as well as a handful of national papers in the two countries.

How effective will this ad be in getting fans to watch games? Should the league do anything more? What role to players and teams have? Post your thoughts in our comment section.

Brands Articles

Pressboard ranks the best of brand content partnerships

10 publisher/brand collaborations worth studying

Porsche sells Canada its Macan by celebrating bicycles

Online short films focus on those who represent Porsche brand attributes

Uber’s marketing must mature to live up to $18 billion

The tech bubble taught us to watch out for marketing this dorky

Searchlight Capital buys M&M Meat Shops

Private equity firm gets into frozen foods

Aeroplan: 30 years of loyalty

SPONSORED CONTENT: Aeroplan's Chris Willoughby

Staples puts price at the heart of back-to-school campaign

Going up against Walmart and Target with its biggest campaign of the year

Kraft searches for Canada’s Ultimate Food Hacker

Contest winner will receive $25,000 and opportunity to create new recipes

VOCAB ready to raise funds for African orphanage

Meet Me in Africa will tackle one key project a year

Schick bids young men to think more about their shave routine

'Don't be like dad' is the message behind a new integrated campaign