Global Events as Drivers of Growth: The Case of Hockey Canada

The management and marketing of global events has enabled growth at Hockey Canada, the National Sport Organization responsible for the sport of ice hockey in Canada. Indeed, through a planned approach to events, Hockey Canada has established an event program that includes guaranteed profit figures in the millions, high interest from host cities, good attendance, and impressive television ratings. The executive who has led the organization through this growth, COO Scott Smith, is the central figure in the case, which includes background information, financial numbers and strategy elements of the growth over the past decade. The case touches on a number of important topics in sport and event management including international growth, risks, event-hosting, sport development, television, social media, sponsorship, digital media, women’s sport, and online viewing.