The Puck Stops here: a brief report on National Hockey League fans' reactions to the 2004-2005 lockout
by Frederick G. Grieve, Elizabeth L. Shoenfelt, Daniel L. Wann, Ryan K. Zapalac
International Journal of Sport Management and Marketing (IJSMM), Vol. 5, No. 1/2, 2009

Abstract: A great loss for sport fans was the cancellation of the National Hockey League (NHL) 2004-2005 season because of a lockout. We examined the coping strategies of 62 NHL fans who completed the Sport Spectator Identification Scale (SSIS), identified coping strategies and responded to items assessing positive and negative effects of the lockout. Highly identified fans in the sample, more so than low identified fans, experienced greater emotional reactions to the lockout and required more coping strategies to successfully deal with the lockout. Both high and low identified fans in the sample reported their coping strategies were successful. Highly identified fans in the sample reported coping by using other hockey-related activities more than low identified fans. There were no differences in the reported success of the hockey-related versus the non-hockey related coping strategies. If the results are applicable, sport marketers can utilise these concepts in their promotional campaigns, especially when league interruptions are a possibility in today's professional sport landscape.

Online publication date: Mon, 01-Dec-2008

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