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Sports Marketing The National Hockey League (NHL) is by far the least watched sport of the four major sports. The NHL is unpopular with Americans because there is not a stellar American player the NHL can market to the United States. The league needs to come up with a decent marketing program for the United States. The National Hockey League already has a well planned out marketing scheme for their Canadian fans. The NHL markets the sport to Canadian fans through beer commercials. There are two things that Canadians love: hockey and beer. Labatts Blue commercials contain the beer playing hockey and then after the game drinking a Labatts Blue. Bud Light commercials are marketed around the “Hockey Falls in Canada” featuring two big hockey personalities, Barry Melrose and Bill Clement. Both are Canadian. During the 1980s the game was marketed around one player, “The Great One”, W