All Hellendrung, CEO of Narragansett Brewing, decides whether to cooperate with a local television station for the upcoming NHL Winter Classic outdoor hockey game between the Bruins own New England, Boston and Philadelphia Flyers at Fenway Park.
He bought the trademark historic New England-based company, Narragansett beer, four years ago in 2005. Hockey offers companies the opportunity to reveal millions of potential customers to your brand. Hellendrung was just one of the many local entrepreneurs who want to relax on a marketing opportunity. The case considered whether to invest in a professional sporting event is a right shift in strategy. "Hide
by Tom Nicholas, Lindsey Marshall, Charles Miller Source: Harvard Business School 16 pages. Publication Date: October 22, 2010. Prod. #: 811028-PDF-ENG
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