In September 2012, the general manager of the Montreal Stars, a women's hockey team, faces several challenges. One of six in the Canadian Women's Hockey League, a not-for-profit organization that aspires to be the professional league for women's hockey in North America, the team has won the league championship three times and its particular players have won a number of awards, including Olympic gold medals. Yet, average attendance per game persists to remain sparse.
The basic issue is how to amend the fan base of the team in Montreal and also the awareness. Secondly, the league enables a team to keep only $25,000 of whatever capital it raises; any sum above that limit must be submitted to the league to support it and other teams less successful at fundraising.
Given this, it is difficult to raise funds from and maintain support among donors for the local team. Eventually, not just the players but the administrative staff, including the general manager, are volunteers. How can the league be persuaded to relax the constraints on fundraising so your team can develop the organizational capacity to cover staff and its players?
The Montreal Stars case study solution
PUBLICATION DATE: April 16, 2014 PRODUCT #: W13664-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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