Mark Hellendrung, CEO of Narragansett Brewing Company, is determining whether to partner with a local television station for the coming NHL Winter Classic outside ice hockey match between New England's own Boston Bruins and the Philadelphia Flyers at Fenway Park. He'd bought the trademark of the historical New England-based company, Narragansett Beer, four years earlier in 2005. The company was offered an opportunity to expose millions of prospective consumers to their brand by the ice hockey game.
Narragansett Brewing Company Case Study Solution
Hellendrung was only one of many local business owners looking to take advantage of the marketing opportunity. The case investigates whether investing in a professional sports event represented the right shift in strategy.
PUBLICATION DATE: October 22, 2010 PRODUCT #: 811028-PDF-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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