Marketing Question

Hello Mr. Jennings,

I am writing because of recent I have been agitated with the marketing the NHL has been coming out with for and towards women. Agitated is an understatement, however, I take the opinion that I cannot get truly upset if you A) Do not know that you are infuriating the fans and B) If I do nothing to try and change the way the NHL markets.

I would love to think that you have heard of our website, but I will not flatter myself. Our website, Mr. Jennings, is a female driven hockey website. We cover the sport with our unique view, our wit, humor, even a snarky comment or two. Awhile back there was a DailyBeast article that caused mayhem with your comment attributing the growth of the sport to the female fan realizing the good looks of the younger players of today. While many of the youth in the NHL are good looking, it seems to be missing the mark with many female fans, and more importantly the vocal female
fans. I love Jonathan Toews because his style of play and on ice attitude reminds me of Steve Yzerman and Joe Sakic, something you don't see every day. To me, that quote insulted female fans everywhere, whether the intent was there or not. It came across as the NHL saying that women were not drawn into the sport for the same reasons as men, and therefore were not equal in their fan-dom to men.

In order to be a female fan these days one has to lose all femininity and know every detail and stat about every player lest she is deemed a puck bunny. For the perception to change it starts at our level yes, but the change at the top must occur as well. Why should you listen? Well sir, because female fans go to games, buy gear, and encourage their sons and daughters to play hockey. They're the ones buying their kids the gear that the NHL players use. Women are working, we have incomes, and trust me when I say 'Hell hath no fury like a woman scorned'. Female fans have discussed boycotting buying any gear until the disrespect is ended. You may say, "Why the drastic measures?" To that I answer you with this: We are tired of being treated like second class fans. We are tired of buying Men's smalls or Boys' XL. We are tired of having crap like these new Champagne Jerseys thrown at us. We are tired of feeling mocked. We simply want to be treated with the same respect the male fans are given; the respect female fans have to earn. As female fans we already are in an uphill battle to earn the right to be called a hockey fan. The NHL's help and
understanding would mean a world of difference.

Want to see sales surge? Find a way to give women a cut that allows them to be feminine without giving the first impression that she's there for the wrong reasons. Did you ever wonder why there are a lot of Boys XL and Men's Small that sell? It's us, your female fanbase looking for something to wear.

If you are truly interested in discussing this further I would be more than willing to help. I know many other female fans who are of the same opinion. There has to be a way to market to us that is even more profitable for the NHL AND provides women with what they want.

Sincerely,
Courtney