The warrior hero is projected as strong, mentally and physically, male to motivate the young boys for following the traditional game of hockey that requires the aggressive male characteristic. This projection is against the events that highlight hockey matches involving female players. After going through this article and advertising campaign details, one can assume that the whole exercise is to promote the game only through the male fans. Referring to the research paper presented by Woodward in 2006, this article justifies the role of masculinity and male domination, in not only hockey, but other sports also, where athletes are involved. This may seem ridiculous to readers who have an unbiased outlook on the issues concerning sports.The cause of re-branding and re-launching the ‘ice hokey’, within the entertainment arena is correctly depicted in the article. As hockey playing developed into a big business, during 2004-2005, the organization within the NHL management overlooked the impact of awarding huge payrolls to the players. The result was obvious, as it directly affected the revenue of NHL. However, author does not seems to explore the resultant crisis, except discussing about the adverting campaign construction that aimed at finding revenue through multi-channel and multi-product publicity for the sport of hockey and NHL.Although the “It’s Time” section of this article details about the projection of the campaign, as telecasted and broadcasted in various channels, the article does not reveal the result of this advertising exercise. The root cause for re-launching and re-branding NHL’s products including ‘ice hockey’ was. National Hockey Leagues Advertising Campaign.
Works CitedGee, Sarah (2009) “Mediating Sport, Myth and Masculinity: The National Hockey League’s “Inside the Warrior” Advertising Campaign” Sociology of Sport Journal Retrieved on 15 Nov. 2013, from: http://www.academia-research.com/filecache/instr/n/h/916051_nhl_advertising_campaign.pdf
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