Sporticast Episode Overview
In the latest episode of Sporticast, hosts Scott Soshnick and Eben Novy-Williams invite Shawn Thornton, chief revenue officer for the Florida Panthers, to discuss the team’s momentous return to the Stanley Cup Final and the implications for their revenue goals.
Stanley Cup Final Matchup
The Panthers are set to take on the Edmonton Oilers in the opening game of the Finals this Wednesday. This matchup marks a rematch from last year, when the Panthers triumphed in a thrilling seven-game series, representing the franchise’s third consecutive appearance in the Stanley Cup Final.
Financial Insights and Partnerships
The conversation with Thornton sheds light on the financial boost brought by consistent playoff success.
Thornton shares insights into the season ticket renewal process, the dynamics of securing sponsorships, and adjustments in ticket pricing. He humorously notes that while the number of unsolicited sales pitches might be low, he finds his discussions with potential partners have become significantly smoother.
A key topic includes the Panthers’ transition in local media partnerships. Previously associated with one of the Bally’s regional sports networks, the team made a strategic switch to a deal with Scripps last summer. This change aligns with other teams in the NBA, NHL, and MLB affected by the Diamond Sports bankruptcy.
Thornton refrains from delving into specific financial figures but mentions that in some circumstances, game viewership has doubled, which positively influences the team’s discussions with sponsors.
Player Popularity and Marketing Shifts
The episode also touches on the rising popularity of the Tkachuk brothers, particularly Matthew, a star player for the Panthers, and their significant exposure at the recent Four Nations Face-Off event.
This leads to a broader dialogue regarding NHL players’ engagement with fame and endorsement opportunities. Historically, marketing pros have pointed to a culture within hockey that has discouraged athletes from self-promotion; however, the emergence of a new generation of players, supported by modern media and league initiatives, seems to be shifting that perspective.
Shawn Thornton’s Career Journey
Additionally, Thornton reflects on his own trajectory from being a professional player in the NHL—including stints with the Blackhawks, Ducks, Bruins, and Pant hers—to becoming the team’s revenue expert. He joined the Panthers in 2013, shortly after the team was acquired by Vinny Viola for $250 million, and has since evolved his role in response to the team’s needs.
Where to Listen
Listeners can catch Sporticast on platforms such as Apple, Google, Spotify, and YouTube. For updates and more insights, follow Sportico on their social media channels.
