A number of options are available to marketers looking to stick handle through the NHL lockout

A season without NHL hockey will be a bitter pill to swallow for this nation of rabid hockey fans. Yet, unless they are prepared, it is marketers who may truly suffer.

Hockey matters here. As marketers we need it and rely on it. Companies are eager to reach passionate fans and big-spending hockey families with hockey playing children. Hockey, especially the NHL variety, is surrounded by companies who want to bask in the halo surrounding our national obsession.

Yet NHL hockey is about to take what appears to be a very long holiday. The collective bargaining agreement between the players' union and NHL owners expired Sept. 15, and the players are now locked out. The two sides have filled their war chests and dug in their heels.

What do companies do when they lose the NHL and its broadcasts as marketing vehicles? How do marketers hedge their hockey investments to reflect the fact that when the NHL does come back, it could be given the cold shoulder by fans? And, most importantly, what contingency plans can marketers develop to weather the storm?

Canadian companies and broadcasters are anxious to maintain a presence with hockey fans. Most have already pro-rated their rights fees in case there is either no season or a partial season. Broadcasters are scrambling for new hockey-related content to fill the void. Here are some tips and strategies for marketers to stay top-of-mind with hockey fans during an extended lockout.

The hangover clause
Major League Baseball's labour strife, which resulted in the cancellation of the 1994 World Series, took years for fans to forgive. Even with the made-in-Hollywood drama of the Mark McGwire-Sammy Sosa home-run duel, in many cities (especially in Canada) baseball still hasn't recovered. The hangover still lingers.

NHL clubs in Canada will have to work hard to re-engage fans after a lockout. Marketers shouldn't necessarily be paying pre-lockout rights fees to be associated with a product fans might not be as enthusiastic about. Advertising, broadcast and sponsorship contracts should include a hangover clause, and be structured so they gradually inch back to pre-lockout price levels. Price levels should grow at the same pace as the forgiveness of angry fans. This forgiveness can be measured by attendance, fan avidity surveys, merchandise sales and TV ratings.

There is also a difference for marketers between a full season lockout (major hangover) and getting labour issues resolved in time to save the season (minor hangover). The NHL's own history (a partial season lockout in 1994/1995) shows that fans can come back and forgive relatively quickly if you give them at least a shortened season and the Stanley Cup playoffs. This contingency is particularly relevant to companies like Labatt, who theme hockey promotions on the ebbs and flows of the season (i.e. the fall season launch and spring's "Cup Crazy").

Amateur hockey
From tyke to Canadian university (CIS) and major junior (Canadian Hockey League), there are thousands of passionate amateur hockey opportunities in Canada. Companies like Bell will maintain awareness with hockey fans through sponsorship agreements with numerous CHL clubs-clubs that might represent the highest level of hockey being played in Canada this season.

RBC Financial Group has also built its hockey presence almost solely around grassroots and in community rinks, so is especially well prepared for an altered hockey landscape.

A niche to rise above the clutter
Amateur hockey in Canada will be ripe with marketers next year, so an identifying niche-a point of difference-becomes especially important to companies hoping to stand out from the crowd.

Look outside of hockey
Football has built an amateur base that is approaching grassroots titans hockey and soccer. Over 350,000 kids in 1,500 Canadian schools are involved in NFL/CFL flag football. Football has a passionate fan base in Canada, fed by the NFL and a repaired CFL. The National Lacrosse League also appears ready to fill the void if an NHL lockout occurs by playing games in NHL cities.

BRIAN FINDLAY is a bruising power forward with Stellick Marketing Communications in Toronto.