“True North” Patriot Love for Winnipeg Jets Fans
David Belyea // October 27, 2011
Fifteen years after the painful departure of their beloved Jets to Phoenix, the fans of Winnipeg were glowing with excitement. On May 31, 2011, the city announced it would once again own an NHL franchise. True North Sports & Entertainment Ltd. (TNSE) relocated the Atlanta Thrashers team to Winnipeg, Manitoba, refuelling the hockey-loving city’s anticipation for the 2011-2012 NHL season.
When the announcement was made about the franchise’s transition from Atlanta to Winnipeg, TNSE tiptoed carefully around questions regarding the name of Canada’s newest NHL team. While the organization’s full attention was fixed on acquiring sufficient funding to purchase and relocate the team and finalize the deal, fans and sports analysts began a heated discussion regarding Winnipeg’s team name. While the majority of the population wanted to rename the franchise the “Winnipeg Jets”, some supporters believed a fresh start may be beneficial. From a public relations standpoint, TNSE’s response to this debate and their final decision was well-planned and strategic.
There were many factors to be considered in True North’s renaming decision. It was not an easy decision, the prevailing influence being pressure from fans – the city of Winnipeg wanted the Jets back. Developing long-lasting relationships with fans is an integral part of a team’s success. Gaining public support from stakeholders–the fans, the community, and sponsors–is critical to any professional sports organization to remain sustainable in its respective market. The franchise tackled this problem and showed stakeholders that the organization highly respected their opinions by involving them in the naming process.
True North also had to factor into the equation brand recognition. The Winnipeg Jets is an established and recognizable name throughout North America thanks to the 1996 team. When considering stakeholder retention, bear in mind that commitment and loyalty of supporters is second to none. Fans dedicated to the Winnipeg Jets have grown accustomed to the name and are likely to resist change. Although the name stayed, some branding components did need a fresh start.
However, True North not only envisioned a new brand for the franchise, they did a complete overhaul. They established a new team, a new look, and a new attitude. Dissociating from the previous Jets team – known for its mediocre performance and inability to generate revenue in the early-mid ‘90s–was a key strategy. Like most clubs, management’s goals include being an NHL powerhouse and perennial championship contender. Management wants teams like the Detroit Red Wings or the Pittsburgh Penguins of the past decade with cornerstone players such as Andrew Ladd and Dustin Byfuglien. By gearing themselves toward this image, True North has brought new energy to the city of Winnipeg, earning the respect of fans and building a dynasty of high-calibre players and personnel.
This new dynasty could have started with a fresh name, one that isn’t riddled with memories of heart-broken fans and financial distractions. As reported by TSN sports analyst Dave Hodge, True North had a few names in mind to be inscribed in the middle of the MTS Centre. The apparent front-runner was Manitoba Moose, the former American Hockey League (AHL) team stationed in Winnipeg, which served as the affiliate of the Vancouver Canucks since 2001 – also owned by TNSE. While the prospect of creating its own team name was an alluring concept, the organization made its final decision on June 24, 2011, at the NHL Entry Draft in Minnesota.
When announcing the franchise’s first round selection, the team’s General Manager Kevin Cheveldayoff put an end to speculation by declaring that TNSE had chosen the name “Winnipeg Jets”. Applause erupted and chants of “JETS-JETS-JETS!” filled the arena. The passion of the fans was deafening.
Fulfilling your clients’ and fans’ expectations is the key to success for any sports organization. As the Winnipeg Jets’ historic name merged with their re-vamped logo and their fresh new branding, True North Sports Entertainment stunned communications experts, scoring with fans on the franchise’s first major “power play”.
