The NHL's social media push helps the league make up for a television contract that pays a fraction of what the National Basketball Association makes.
The league is trying to offset a lack of TV exposure by pushing videos on Facebook and its own site.
[Blackhawks owner Rocky] Wirtz is combining Internet outreach with the marketing heft of his family's liquor-distribution business, Wirtz Beverage Group. The team website promotes its official Blackhawks bars, which get signs and other promotional items, including the music and videos played before and during games.
The site draws customers who otherwise wouldn't find Theory, a sports lounge in Chicago's River North area, said Joel Sorinsky, managing partner.
Bloomberg Businessweek has an interesting article following the Chicago Blackhawks hockey team and how the team, which is competing in the Stanley Cup Finals starting this weekend, is using social media. We've covered how sports teams and leagues have used social media in the past, and the NHL has always been a great example. Businessweek reported: