Bauer and Malkin?

[K9 Unit 1]

i'd love to see stamkos be named after the p92 (i know they recently changed it) they can move backstrom to pm9 or something

kane should be p10 since thats what he uses :P

[DarkStar50 679]

Stamkos is interesting also and putting up great numbers. However, Tampa Bay is off the hockey map for marketing purposes. Although, just to shoot a hole in my own point, Tampa Bay has Vinny and Hedman as two poster boys for CCM and RBK, respectively. The next Bauer boy will be from a northern based team. I had the list of their top markets for media exposure but can't find it. JR, contact Jonesy!

[cdoug55 0]

I don't know much about marketing (school wise) but I do know that any attention to your product is good attention. So someone who knows nothing about hockey picks up GQ, they see Sid, they google him, they seem him wearing Reebok, and then it clicks in their head "hockey = Reebok products". They know nothing of Bauer or CCM or anything else.

This is exactly what I was trying to get at when I brought up his looks. You want your spokesman to be able to be "marketable", not only for your product but other as well because if your guy/gal is on an ad for something and they attract certain attention then just maybe that comes back around to your product. Now granted if Malkin was the greatest player to ever walk the planet and was doing insane stuff...much like Tiger does in golf, then there might be an exception, but for the most part I stick to it - looks/image is a majority of marketing in todays world.

[steve66 45]

Pretty much the same marquee players are marketed by the brands, but in countires such as Sweden, finland, russia, there may be more of a nationalistic bias, but i can't comment on those countries.

I think what it boils down to, as much as the marketing (since there are many examples of poor lang skills, and being overshadowed) is that he wasn't using the product assuming he was still under contract when he made the various switches.

[jsykes 35]

I wouldnt completely dismiss the idea that things were just not really working out and Malkin was looking at the MLX skates, etc, etc.

And part of the "not working out" part can come into play when you look at Bauer's website. There are videos all over the place of the sponsored players giving input on the skates and sticks. They are very strong into the video thing and if you cant use your players in that video it doesnt do a lot of good. Watch the vids on the skates and sticks. They are asking the guys what they think of them and how they like them. If Malkin cant do that what is the good. Then go into all the other vids on their site. Things of how guys tape their sticks, behind the scene stuff. Again, if Malkin cant take part, it severely limits his usefulness to Bauer.

I'm betting its nothing too serious like the guy looks funny, but more that their paths and needs just diverged. Malkin went off to working with MLX skates and maybe didnt have too much stake in staying with Bauer, while Bauer just looked at the return on investment and thought they might do better saving their money for someone else.

We'll never know for sure though.

[sarmalidu 1]

I think that's right.

Bauer has decided to put money into some good looking upstarts like Patrick Kane and Backstrom. They are trying to pick up "future stars". I don't see Stamkos as an icon at all to be honest. Go ask your average person about Stamkos and they probably don't even know who you are talking about. Again, this is NOT a reflection on his talent but more his marketability. This doesn't just have to do with his skills / numbers. Vincent Lecavalier has been a perrennial star and is quite popular in the Canadian hockey markets, so he makes perfect sense to me.

To me, the kind of person that would represent a good opportunity would be Duchene (I think he has an RBK deal though?) or Evander Kane due to their youth and skill. They have the potential to provide very good return on investment if they end up as good as it looks like they might. you sign them early for less, and then reap the rewards when they are big stars. If their stardom doesn't pan out, simply sign a new youngster.

Youth and personality are a -big- part of it.

Personally, I think it just comes down to money in this case. I think Bauer has their young talent locked in, and between the skates issue with Malkin and the cost of paying somebody of his profile, they probably decided it's just not worth it.

[Hockeyman11385 1]

It's tough right now because there aren't a lot of "available" players in big markets that would make the Bauer brand more powerful. They could really use a good young star in New York, Montreal, or Toronto but there just isn't anyone that fits the bill out there at the moment.

[jsykes 35]

I hate it when race comes into play and certainly hate when some play the race card, but the suggestion for Evander Kane is not a bad one. He could hit several demographics for a company, not only the young future star player, but with the push that the NHL and others are making to bring hockey to inner city youth, he'd be a real strong personality in that market. Not to mention, he was named after Evander Holyfield which every inner city kid would recognize.

You get him out there working with these groups, supply a bunch of skates, sticks, gloves and gear and get all the kids in Bauer garb to try it out with a big African Canadian up and coming star and it can go a long way.

[Wolfpack_1986 154]

way to open pandoras box.

[jsykes 35]

way to open pandoras box.

I dont think I did that at all as I'm not saying it in a bad way. I think its great for the NHL and others to introduce the sport to kids that would never see it. I think it would be a great thing for a company and can be used positively in all kinds of ways.

Now if used poorly or used just for the sake of race, that is a bad thing, but it certainly doesnt have to be that way.

[TBLfan 25]

Stamkos is interesting also and putting up great numbers. However, Tampa Bay is off the hockey map for marketing purposes. Although, just to shoot a hole in my own point, Tampa Bay has Vinny and Hedman as two poster boys for CCM and RBK, respectively. The next Bauer boy will be from a northern based team. I had the list of their top markets for media exposure but can't find it. JR, contact Jonesy!

St Louis was a fine poster boy... until he trashed the XXXlite for his old Easton ST.

[henkka 0]

Just a question here for the Europeans..Are players like Kane heavily marketed in Europe or do they have an emphasis on European players like Backstrom etc? How about in the KHL?

No. Yes. Dont know.

[The Mafia Line 0]

I hate it when race comes into play and certainly hate when some play the race card, but the suggestion for Evander Kane is not a bad one. He could hit several demographics for a company, not only the young future star player, but with the push that the NHL and others are making to bring hockey to inner city youth, he'd be a real strong personality in that market. Not to mention, he was named after Evander Holyfield which every inner city kid would recognize.

You get him out there working with these groups, supply a bunch of skates, sticks, gloves and gear and get all the kids in Bauer garb to try it out with a big African Canadian up and coming star and it can go a long way.

way to open pandoras box.

I don't think he opened pandoras box. When Obama was elected everyone kept saying, now we can have an honest conversation about race but that hasn't truly happened. To be honest, the NHL would get so much better if more black people played hockey. Also, it's a large growing demographic that doesn't even consider the NHL or hockey when considering their sporting options. Having a player like Evander Kane might help more black kids decide to either play hockey or at least choose bauer.

On another note, maybe JR knows. Is Bauer upset with Malkin only because of the skates. I'm guessing skates are bauers bread and butter and a bauer guy that doesn't wear bauer skates is useless even if everything else is bauer.

[Invert 13]

On another note, maybe JR knows. Is Bauer upset with Malkin only because of the skates. I'm guessing skates are bauers bread and butter and a bauer guy that doesn't wear bauer skates is useless even if everything else is bauer.

Or a guy who doesn't even use a Bauer stick…

[Chadd 916]

I hate it when race comes into play and certainly hate when some play the race card, but the suggestion for Evander Kane is not a bad one. He could hit several demographics for a company, not only the young future star player, but with the push that the NHL and others are making to bring hockey to inner city youth, he'd be a real strong personality in that market. Not to mention, he was named after Evander Holyfield which every inner city kid would recognize.

You get him out there working with these groups, supply a bunch of skates, sticks, gloves and gear and get all the kids in Bauer garb to try it out with a big African Canadian up and coming star and it can go a long way.

1. Inner city kids of African American descent aren't going to play hockey or buy equipment because Evander Kane is black. The game is too expensive for people in lower socioeconomic groups to be able to take part without being subsidized by someone else.

2. What you say makes sense for the Thrashers ownership to consider. Selling merchandise and/tickets would benefit them greatly. Unfortunately, they have the most dysfunctional ownership in the recent history of sports.

3. Having P Kane and E Kane curves would be extremely confusing for a lot of hockey players. I would bet a solid 40% wouldn't even notice the difference.

Or a guy who doesn't even use a Bauer stick…

Skates can be hard to tell what someone is wearing if you're watching the game on TV. It's very easy to see what stick someone is using.

[DarkStar50 679]

Not every African-American kid is from the inner city or of a lower socioeconomic group. Just something to think about.......

[Chadd 916]

Not every African-American kid is from the inner city or of a lower socioeconomic group. Just something to think about.......

Agreed and I apologize if anyone took it that way and was offended. it was certainly not my intent to imply that. The point remains that any promotion of diversity should be coming from the league and the teams. That type of outreach is very expensive for a manufacturer and it is unlikely to ever generate enough revenue to cover its costs.

[BMcDonald19 0]

Kessel is in a huge hockey market, and has been rocking bauer for awhile he might be good.

[mack 44]

Yeah, that Bauer S19 of his is bettering his chances.

[JR Boucicaut 3804]

On another note, maybe JR knows. Is Bauer upset with Malkin only because of the skates. I'm guessing skates are bauers bread and butter and a bauer guy that doesn't wear bauer skates is useless even if everything else is bauer.

The last straw was when he dropped the stick.

[jsykes 35]

3. Having P Kane and E Kane curves would be extremely confusing for a lot of hockey players. I would bet a solid 40% wouldn't even notice the difference.

Haha, I never even thought of that. I use the Kane pattern, I'd hate to pick up the wrong Kane by accident. LOL

Also, my intent with bringing it up was not meant to think Bauer use it just as a race thing, as I said, I dont think that would be proper anyway as I dont think using someone's race is right and hate when people do that.

My mention of it was that it could be a dual position for a company such as Bauer. You use his up and coming stardom for what it is, as you'd use any good player in the league, to sell your product. Buuut you could also use him in ways that can branch out and reach the ever growing number of African American/Canadian players out there who will have an obvious connection to someone of their descent considering how few are in the sport to begin with.

[DarkStar50 679]

Although he is still in AHL, Subban for Habs would be a good fit for this.

[Chadd 916]

Although he is still in AHL, Subban for Habs would be a good fit for this.

That kid is electric.

[mik3 1]

For a pro rep is a player's stick "the get" when it comes to getting them in their brand? If so, what would be second, gloves?

[Chadd 916]

For a pro rep is a player's stick "the get" when it comes to getting them in their brand? If so, what would be second, gloves?

Helmet gets the most visibility, then either stick or gloves. The latter two are obviously more "sexy" than helmets though.