Requirements for the Development and Popularization of Ice Hockey


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There was a time when the entire media consisted of TV, newspapers, and magazines. To share their messages, companies ran commercials on TV and put advertisements in newspapers and magazines. It was the only for companies to reach consumers and simply said, this was a one-way street. That is, the method was very simple but it was difficult to get any feedback.

This kind of media has undergone significant changes. Various web media have appeared through the development of the internet and methods for information sharing have become more diverse. However, the thing that brought the biggest change is mobile media. As the domestic smart phone market has already reached 20 million users with KT's i-phone, the smart phone has seized the top spot for popular media sharing tools. While Twitter and Facebook spread very quickly, promotions, blogs, and marketing done through homepages are shifting emphasis to SNS from the standard environments which were formerly the main force of online promotion channels. 

With this changing media environment, the importance of promotions and marketing must be carefully considered. Hard work must be undertaken in order to effectively manage the diversified media networks. Also, the speed of dispersion is very fast. Sharing and managing the main elements involves an increase in workload that is beyond description.

However, this work is not to be avoided and it is the reality of the new media environment. Because promotion and marketing must always be at the forefront, this rising media is the target to strive for. 


The Web Moving to Mobile, and Applications


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Computer monitors are getting bigger by the day. From the days of a 17-inch CRT monitor with a 1024×768 resolution, to a 17-inch LCD monitor with 1280×1024, and then there are wide-screen monitors with 1680×1050 or even 1920×1080 resolution. Now a somewhat large monitor has a resolution up to 2560×1440. Because of this technology, websites are also effectively applying larger screens and are using high-resolution designs to display better images. 

However, the mobile environment is different. Even with a tablet PC, the largest size of a smartphone screen is on the recently released galaxy note 5-inch LCD screen. Even with the highest possible resolution, homepages that are designed for wide-screen monitors can not be viewed properly on such a small screen. Because of this, for the purpose of promotions, companies with homepages also have other webpages that are applicable to mobile devices.  

We dealt with the issue of homepages in the first section. Here we would like to deal with mobile homepages but just like in the first section, let's make comparisons with the NHL. The Asian League and NHL homepages have distinct differences in quality as viewed on PC monitors. This is also the case for mobile homepages. Actually, they are not even comparable at all. That's because the Asian League doesn't even have a mobile homepage.


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So what should the clubs do? Halla recently started a mobile homepage. There is not yet any news from High-One. Even when you put in the High-One sports club address in the smartphone, you get connected with the mobile page for High-One Resort. This bewildering situation has been neglected for over a year.  

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Differentiating between the homepage for PC screens and the homepage for mobile devices is a very basic step, but it is very important. This is because the homepage needs to maximize the visual effect. Effective differentiation of the two screen sizes can increase the practical application. The screen components, functions, and arrangements are necessarily different.

Actually homepage management is the most passive element in promotions and marketing. We could even say that it's a half-hearted effort. A more active method is to make and spread mobile applications for smartphones or a tablet PC.


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There are various opinions about which direction mobile websites will develop related to mobile applications and mobile web browsers. However, my opinion is that we won't see a level comparable to functions and independent applications applied by websites using HTML 5. Clubs and league officials can effectively put on live on-site broadcasts and fan events that can't be achieved on websites using applications. If ice hockey becomes more popular in the future, then applications can offer another advantage. Actually the NHL offers various information through the application called NHL GameCenter 2011-2012. This application has a free basic version and a premium version which costs $19.95. The pay application offers live game coverage, highlight videos, and other action to see and hear.


Active Communication! SNS Marketing


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Marketing with homepages, mobile homepages, and mobile applications, including marketing using platforms such as twitter or facebook, can be described as marketing using direct conversation and participation. At present, every club presents live coverage of every game using twitter. Fans who are unable to attend games can follow games live on naver sports through instant messaging.

However there is also something we need to consider. That is the status of the account which displays the information. Marketing through twitter or facebook can not be done in the same way as existing marketing which conveys information in one direction. It is necessary to connect with people on an equal level in order to communicate and share with each other like friends. Halla's live broadcasts on twitter maintain this kind of feeling.


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However, at any time and place, communication is possible through SNS. Instead of communicating with lengthy phrases, it is a platform which supports simple communication with a friendly feeling. But live coverage using phrases is not a simple form of communication. The elements of a report which conveys a precise feeling are very strong. Moreover, because the action is not actually seen by people, the principle should be to convey information in the most accurate and concise way. This is lacking in Halla's twitter broadcasts. From Halla's point of view, although they are communicating directly with fans, there is a feeling of simply passing along ideas not from a professional broadcaster, but just the ideas of a regular fan at the game, so the feeling of professionalism is lacking from the broadcast. There are some things stated that would probably make the opposing team upset. When certain lines are crossed during a game broadcast, fans do not have a completely good impression about the broadcast. Words are stated on a twitter broadcast like flowing water, and once the words are said, they can not be taken back. Therefore, keeping in mind that negative statements could create a bad situation, broadcasts should be made from the account of a team representative.

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This past October 19th, at the away match between Halla and Cranes, the game was broadcast live on Twitter by Cranes fan @itotchip_sub. Through the application called Tweetcasting, anyone with a smartphone that can capture video, would be able to create and view broadcasts. If ice hockey increases in popularity and games are broadcast on TV, then this type of Twittercast would be unnecessary, but until then, these types of broadcasts through SNS could help fans who are unable to attend games at the rink.

Promotion and marketing is a struggle to occupy the top spot. It is not sufficient to follow trendsetters by simply copying methods which have already been demonstrated to be effective. We must first read what people want and change behaviour before people even have a chance to react. The current generation's trendy code is mobile and social networking. Mobile contents and SNS marketing are that important. If there is a real intention to increase knowledge about games even 1% per year, then homepages, apps, and SNS must be actively grasped.  


In this section, I presented ideas for progressing. In the next section, we will examine the marketing that is already underway.




                                                                            Translation : Peter




아이스하키 발전과 대중화를 위한 필수과제 - 홈페이지 관리, 마케팅 활성화의 필수 요건 1편
Requirements for the Development and Popularization of Ice Hockey:
Part 1: Homepage Management, Necessary Requirements for Marketing Vitality

아이스하키 발전과 대중화를 위한 필수과제 - 현장 이벤트, 현장 마케팅의 핵심 2편
Requirements for the Development and Popularization of Ice Hockey:
Part 2: On-Site Events, The Core of On-Site Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 잘 찍은 사진 한 컷이 수십 억 마케팅을 대신한다 3편
Requirements for the Development and Popularization of Ice Hockey:
Part 3: One Great Photo is Worth Millions in Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 떠오르는 미디어, 모바일을 선점하라 4편
Requirements for the Development and Popularization of Ice Hockey:
Part 4: Rising Media, Embrace Mobile Devices

아이스하키 발전과 대중화를 위한 필수과제 - 마케팅의 핵심, 스폰서를 감동시켜라 5편
Requirements for the Development and Popularization of Ice Hockey:
Part 5: The Core of Marketing, Attracting Sponsors

크리에이티브 커먼즈 라이센스
Creative Commons License
06 30, 2012 23:25 06 30, 2012 23:25
Posted by MyDrama

Requirements for the Development and Popularization of Ice Hockey


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  Why is it that companies make logos and corporate identities, and newly-opened restaurants hold big singing and dancing events in front of their restaurants? Why are magazine advertisements filled with extravagant photo spreads with catchy phrases? The one thing that enters all people's eyes in the same way is a first impression. Content is also important but above all is something that catches people's eyes. Instead of explaining something in words, it is much more effective for people to see something directly with their eyes.

  There are many things which can be used for lavish ornamentation. If people's attention is captured by flashy athleticism as they flip through their TV channels, they could become potential fans. A single photo in a sports newspaper or on a website can have just this effect. A photo might even be more effective than a TV video. Since just a single photo can capture an event's character and show the tension and excitement, this impact can surpass even the imagination.


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  However, taking such pictures is just the first challenge. Not just anyone can take these photos just by clicking away, but rather it requires someone who understands the flow of an event and can capture a moment precisely. Because each sport has its own special characteristics, when taking photos, difficulties can be magnified and ice hockey presents quite specific challenges. The action is very fast and while the players look quite large due to all their equipment, the puck is very small. If a spectator misses just a moment of the action in ice hockey, it's sometimes difficult to follow the position of the puck. On the other hand, because ice hockey is an indoor sport then it is absolutely dependent on the lighting system. One characteristic of indoor sports with respect to photography conditions is that the environment is very dark. The shutter speed must be very short to account for the fast action of ice hockey, but there is insufficient light. Moreover, acrylic plastic must be used to protect the photography equipment, so it's very difficult to take clear photos. That is, it's really not easy to take sharp impactful photos that aren't blurry or shaky in any way. 



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  Nowadays, since cameras have improved in quality, the limitations caused by lack of lighting in indoor venues have been reduced. Even so, capturing ice hockey photos has not become any easier. It's just that the most basic aspect has greatly improved. Because the photo subjects in ice hockey, as well as most other sports, are in motion, it's difficult to take photos with precisely the size and composition that you want. The photo subject might be too small, or one part of the scene could be cut off. Although the photo might be out of focus or the photo wasn't taken at just the right moment, subjects which are too small can be enlarged to an appropriate size and the composition of the photos can be adjusted through an editing process. Essentially, we can say that the most important task of taking photos is clearly capturing just the right moment.


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  The numerous photos on Halla's homepage reflect a somewhat lacklustre character. It looks like they just picked out a few shots from the 2009-2010 season that happened to turn out clearly. That is, there is no sense of tension or excitement in any of the photos. It's also too bad that they didn't make use of the chance to enlarge the photos as websites allow large photos to be displayed. The photos from the 2010-2011 season show some improvement but it is still rather underwhelming. It's hard to imagine that these photos could attract anyone's attention. Halla employs a professional photographer, yet still there is no distinct difference between these photos and photos which could be taken by fans from their seats. Photos taken by a knowledgable hockey photographer need to be effective and diverse, but unfortunately these qualities do not apply to these photos.



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  Compared to the number of games, the number of updated photos is really lacking. The photos amount to just 16 photos for a couple of big games and about 8 photos for regular games. A game consists of three periods, each period is 20 minutes, and the intermissions between periods are about 15-20 minutes. Whether there were goals scored or not, the number of exciting moments must surely amount to more than 14 photos. If we include the various events between periods, then surely the number of photos must be more than 100. Fourteen photos would not even allow each player to be shown in a photo. With this approach to photos, we couldn't even dream of using photos for the purpose of marketing.



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  The things that can be done with photos are endless. Photos can serve as a record of games which are played or provide souvenirs for players. In terms of marketing, the issue is much more complex. If the club orders photos from a photo studio, there must be constant negotiation between the photo studio and the club in order for the studio to provide appropriate photos. The photos might include event photos or sponsor photos. Obviously game action photos would be included, too. If the club wants to display individual photos of each player, then they need to find an impactful photo of each player in action. Without prior planning, this kind of task could be like finding a needle in a haystack. With prior planning, the photographer would need to take a clear photo of each player. The photos the fans want to see are exciting action shots which convey a strong feeling. If fans post their favorite photos on personal blogs, this could serve as a form of promotion to expand the club's public profile, even without using established media such as live broadcasts or newspapers.



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  Incomplete aspects within the club can also be solved in other ways. The era of mono-dimensional service has passed. It is not sufficient to just show people things to look at. It is an era when people want to participate in things themselves. When people are given an opportunity to participate then it will attract fans. There was an event in Japan before the start of the 2011-2012 season. This event was a exhibition of photos taken by the fans themselves. It may seem like a small event but it was an innovative way to encourage fan participation. For example, figure skating has experienced a huge increase in popularity thanks to Yuna Kim, and the photos which have become most well-known are not photos taken by professional photographers, but rather photos taken in the rink by fans themselves. For sports like ice hockey which can provide intensity over extended periods of time, more diverse photos can attract people's attention. Images of cheering fans or fun images can also convey a positive impact. If these kinds of photos are displayed in the rink and prizes awarded, not only would more fans participate but it could also encourage more fans to attend games.

  Photos are a very effective and important way to attract fans and to show ice hockey's exciting character. Photos are not necessarily an essential element during games but photos are vital for a feeling of continuity which remains after games have been played. If this visual effect is not offered for people to see, then a powerful way to hold onto current fans and attract new fans has been lost. For this reason, we can say that photos are an absolute must in marketing.

  In the next section, let's deal with the issue of harmonizing with the flow of an ever-changing era.





                                                                            Translation : Peter




아이스하키 발전과 대중화를 위한 필수과제 - 홈페이지 관리, 마케팅 활성화의 필수 요건 1편
Requirements for the Development and Popularization of Ice Hockey:
Part 1: Homepage Management, Necessary Requirements for Marketing Vitality

아이스하키 발전과 대중화를 위한 필수과제 - 현장 이벤트, 현장 마케팅의 핵심 2편
Requirements for the Development and Popularization of Ice Hockey:
Part 2: On-Site Events, The Core of On-Site Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 잘 찍은 사진 한 컷이 수십 억 마케팅을 대신한다 3편
Requirements for the Development and Popularization of Ice Hockey:
Part 3: One Great Photo is Worth Millions in Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 떠오르는 미디어, 모바일을 선점하라 4편
Requirements for the Development and Popularization of Ice Hockey:
Part 4: Rising Media, Embrace Mobile Devices

아이스하키 발전과 대중화를 위한 필수과제 - 마케팅의 핵심, 스폰서를 감동시켜라 5편
Requirements for the Development and Popularization of Ice Hockey:
Part 5: The Core of Marketing, Attracting Sponsors

크리에이티브 커먼즈 라이센스
Creative Commons License
01 26, 2012 16:47 01 26, 2012 16:47
Posted by MyDrama

Requirements for the Development and Popularization of Ice Hockey


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  Let's consider these photos that appear before us. What is the difference in the photos? From top to bottom, the photos show Halla vs Freeblades, Hi-Won vs Halla, and a 2008 regular season game. There is no major difference in the players or the rink, however the number of spectators in the seats which appear in the photos is completely different.

  First, let's consider the game from last October 23rd. October 23rd was a Sunday. Normally Sunday is the day for people to take a break from work. Despite this fact, the rink is practically empty. A portion of the spectators is probably made up of family members of the players in the game. The second photo has quite a few spectators. This is from last season's final game on February 20th. When we consider that some of the spectators are Halla staff members gathering for the season's final game, then the second photo is not so different from the top photo. However, when we look at the photo of a regular season game between Koryo University and Yonsei University, we can see that there is something meaningful about the game by the number of spectators. This shows that it is possible for ice hockey in Korea to draw a large number of spectators.

  At the time when High1 first entered the Asian league, their home rink was Chunchon's Euiam Ice Rink. Later, games were held alternating between Chunchon and Mokdong, and starting three seasons ago, games were held in Chunchon and Goyang instead of Mokdong. While Chunchon is the home rink, the reason for holding games in Mokdong or Goyang is simply to secure more fans. Korea's population is largely massed along a diagonal line between Seoul and Busan, with about half of the nation's population living around Seoul, so the spectators attending games in Kangwon province would amount to a few ardent fans and the family members of the players. In order to overcome this problem and to attract new fans in addition to the few ardent fans, it would be better to hold games in Seoul or surrounding Gyeonggi province, where there is a high population density.


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  However, even after the games were moved to a better location, the situation didn't really improve. The spectators still consisted mainly of family members and acquaintances of the players and there were only a few pure fans. What could the problem be? In Goyang particularly, there are apartments all around the rink and there are really good subway or bus transportation connections in the neighborhood. Compared with Halla's rink in Anyang, the conditions in Goyang couldn't really be any better.

  The problem is very simple. Clearly there is a serious lack of promotion. Even when the conditions are really good, if the club doesn't actively promote games, then people have no way of naturally knowing that there is a game taking place, nor will they just show up to fill the seats. This is especially true of ice hockey as a sport which needs to expand its fan base.


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  This problem isn't just a problem for Hi-Won. It is a task facing the whole Asian league. League management and the teams must collaborate to actively discuss ways to attract fans to the games. There is a need for various forms of promotion in local transportation networks and selected sites, following the lead of other sports, such as pro baseball, soccer, volleyball, and basketball, which have already attained a certain level of popularity.


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  Ice hockey is a very fast game. It's extremely dynamic with a palpable power within these fast movements. The rules might be a bit difficult but because there are numerous attractive elements, with a little effort, it would not be too difficult to draw more fans to attend games. With the exception of combat sports, ice hockey has no lack of energy compared to other sports, so a halo effect is clearly apparent in hockey. Ice hockey is a very active sport which even includes substitutions on the fly which allow the action to continue. When the seasons end for sports such as baseball and soccer, then indoor sports like volleyball and basketball begin. Most sports facilities are multi-purpose facilities. So, the facilities for various sports are located in the same vicinity.  Schedules can be made so that the various sporting events don't overlap with each other and game tickets can be sold in packages to allow spectators to move easily from one event to another. This method could allow the number of spectators to increase.

  Actually Halla tried this kind of strategy in the past. Halla is very close to the Anyang Insam pro basketball team. They had a plan to start ice hockey games within 30 minutes to an hour after the basketball game ended. There was also a discount offered to the basketball fans. However this plan didn't achieve much success.

  Even so, it's hard to say that adopting this kind of method would have no usefulness. It's important to consider several issues, such as that it's not reasonable to judge the idea after just one year of implementation, it's not a completely sufficient way to promote ice hockey, and there was also a lack of additional promotions or events when trying to attract spectators. As a result, it's time for a multi-directional approach to promotions and events. Even if somehow fans were enticed to attend games at the rink, then there would be no interest for fans watching ice hockey for the first time if there were no extra events in addition to simply watching the game. There must be diverse events to grab fans' attention before games, after games, and during stoppages in play. There is a need, not for superficial decorations or events centered around the home team's perspective, but rather there is a need for events designed for the fans and to show consideration for the fans..



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  Meanwhile, in Halla's case, the fans are participating in events such as races, cake presentations, and couple events, and although they are relatively active events, they are not comparable to events we could see at baseball stadiums or basketball games. Of course, compared to Hi-Won, Halla is achieving quite a high level. High1's events consist only of draw prizes and autograph sessions. The fans don't all start cheering just because the cheerleaders lead a few energetic cheers.


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  Promotion through broadcast channels liaisons is also very important. Currently SBS broadcasts live ice hockey. That means that ice hockey is available for live viewing. But just as we discussed earlier, a single live event is not enough. Even though the schedule is adjusted to avoid overlap in the broadcast schedule, some really big games are not covered properly. It's important to thin out boring games and cover the exciting games so that clubs are inspired to strive for exciting games, but unfortunately this does not happen. It seems that the person in charge of the ice hockey broadcast schedule is unfamiliar with the sport and it is a problem that the schedule follows a strict format instead of allowing for adjustment. It's important to put some thought into which games should be selected for broadcast. Also, the NHL is on the SBS ESPN homepage menu, but the Asian league is nowhere to be found on the menu. There were articles in several media stating that Halla and Hi-Won had agreed to a live broadcast contract until the year 2014. I'm not sure about the details of the contract, but it's unfortunate that there is no mention of it on the broadcast company's homepage and there is no way to view games on demand. Fans who don't attend games should be encouraged to tune in and watch games on an established TV channel. 

  This is getting long. Let's deal with the photo issues in the next section.



                                                                            Translation : Peter




아이스하키 발전과 대중화를 위한 필수과제 - 홈페이지 관리, 마케팅 활성화의 필수 요건 1편
Requirements for the Development and Popularization of Ice Hockey:
Part 1: Homepage Management, Necessary Requirements for Marketing Vitality

아이스하키 발전과 대중화를 위한 필수과제 - 현장 이벤트, 현장 마케팅의 핵심 2편
Requirements for the Development and Popularization of Ice Hockey:
Part 2: On-Site Events, The Core of On-Site Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 잘 찍은 사진 한 컷이 수십 억 마케팅을 대신한다 3편
Requirements for the Development and Popularization of Ice Hockey:
Part 3: One Great Photo is Worth Millions in Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 떠오르는 미디어, 모바일을 선점하라 4편
Requirements for the Development and Popularization of Ice Hockey:
Part 4: Rising Media, Embrace Mobile Devices

아이스하키 발전과 대중화를 위한 필수과제 - 마케팅의 핵심, 스폰서를 감동시켜라 5편
Requirements for the Development and Popularization of Ice Hockey:
Part 5: The Core of Marketing, Attracting Sponsors

크리에이티브 커먼즈 라이센스
Creative Commons License
01 13, 2012 11:27 01 13, 2012 11:27
Posted by MyDrama

Requirements for the Development and Popularization of Ice Hockey

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  Ice hockey is a very popular sport in North America and Europe. In Canada for instance, Canadian students enjoy ice hockey as a basic exercise and there are ice rinks all over the country for their use. That is, ice hockey occupies a position as a sport of the masses similar to early morning soccer in Korea.

  Of course every country has its own characteristics. Countries which enjoy ice hockey have in common that they are cold weather countries. They are countries where ice sports can develop naturally. In contrast, Korea is not such a country. As there is a high cost to maintain an ice rink, there would be inevitable limitations in the popularization of ice hockey.

  Even with consideration of these characteristics, the current state of ice hockey in Korea is quite poor. Until the end of the 1990's, there were 3 or 4 pro teams but starting from the IMF period, they all folded with the exception of the Halla team. Still there was the threat of dissolving the Halla team because of the extreme situation caused by the dissolution of the business group which sold off Mando to another company during the IMF period, however the Halla team survived due to the support of the club president. The situation was similar in the neighbouring country of Japan. As several clubs were dissolved, the league was unable to operate properly. This was a time when it was difficult to sustain ice hockey in both Korea and Japan. 

  Since 2003, there has been a movement to revive the state of ice hockey which had fallen into such a period of stagnancy. Led by the yet surviving Halla, the Korea-Japan joint ice hockey league was formed. Founded on this league, in 2004 the league expanded to China and formed the current Asian League. Up to the 2011-2012 season, there were eight seasons and already 1/3 of the games have been played (as of Jan. 2012).    

  But has the foundation of Asian ice hockey really been established with this Asian League? Although eight seasons have been completed, I still think that the foundation of ice hockey has not been fully established. Merely two pro teams are in operation in Korea but this problem is not limited to Korea. There are many core fans in Japan, where the Asian league executive is located, but the influx of new fans is minimal.

  What could the problem be? I would like to identify the problems of the present ice hockey business environment, and suggest the tasks which should be undertaken in order to establish a foundation for ice hockey and to popularize the sport.



Homepage Management, Necessary Requirements for Marketing Vitality


  Modern marketing is very diverse. In the past, advertising was limited to promotions through mass media, such as TV advertising, broadcasts, or newspaper articles and advertisements. However, with the development of the internet, the meteoric rise of social media has resulted in promotion through diverse media and the need for mutual communication in a variety of environments. It's complicated, isn't it? However, this is merely a future task for the ice hockey business community, since the present ice hockey business community has not even reached the basic level of modern communication, which is internet promotion through a homepage.



Unpolished Asian League Homepage


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  The Asian league homepage is http://www.alhockey.com. The ice hockey league that garners the most popular attention is the NHL. Their homepage is http://www.nhl.com. It might seem irrational to compare the recently-formed Asian league to the hugely popular NHL, but if the Asian league truly wants to establish a strong foundation, then surely it can aim for at least 10% of what the NHL is doing, or at least make an effort to do so. If such an effort is made, then couldn't things change in a big way from the present situation?

  First, let's examine the NHL's website. From the first image, diverse visual items stimulate the eyes. Extensive visual items such as news, photos, and videos are offered which can entice people to browse the website for extended time periods. The photos and videos, as the main visual items, are attractive even for people without ability in English. 

  Then what's the situation with the Asian league website? To speak straightforwardly, it's really poor. It consists of team introductions, a game schedule, some news, and that's it. The first screen has photos which could have been taken by any fan, not a professional photographer. There is no feeling of interest from looking at a sloppy homepage that looks like an individual's personal blog or website. There is no interest or emotion whatsoever.

  Although Korea also participates in the Asian league, it is highly dubious that there is not even a homepage in Korean. The Asian league website is only available in English and Japanese. The league was formed initially in Korea and Japan, later teams from China and Russia also started participating in the league, yet oddly the website operates only in English or Japanese. Not only is Korean unavailable, but Chinese is unavailable, too. In addition, the most recent updates are concentrated exclusively on the Japanese website, while the English website updates consist only of standings and league schedule.



Present Homepage Websites for Domestic Clubs


사용자 삽입 이미지



  Let's now examine the situation with domestic clubs. Halla and Hi-Won are the two domestic teams which participate in the Asian league. Halla operates under the wholehearted support of Halla group president/club owner Jeong Mong-Won, and they play out of their home rink in Anyang. In the Asian league, they were champions in 2009-2010, they were co-champions with the Freeblades in 2010-2011, and in 2011-20112 they seem headed toward another championship.

  Will this follow from the group president's strong support? The homepage operated by the Halla club reflects several aspects of activity. In the space for communication with fans, they share diverse news, such as games and players, by applying social media including Facebook and Twitter. During home games, they share game news through Twitter.


사용자 삽입 이미지


  High1 is quite different. High1 operates various sports clubs, and the ice hockey club is just one of those. Established in 2004, they joined the league in the 2005-2006 season and are currently in their sixth season.

  The High1 homepage is included in the sports club sports page. (http://sports.high1.co.kr/greetings/html.high1) Three years ago, the homepage was renewed, and updates of things such as game schedule or photos are done occasionally. However, the High1 homepage can be considered as virtually abandoned. There is no recent information to be found and the only photos are from a long time ago. By looking at the current state of the homepage, it is even difficult to determine if the ice hockey club is still in operation or not.



The Need for Homepage Activity and Improvement



  The problem is as follows. Also, the solution can be found inside the problem. The solution to what? The solution for developing and popularising ice hockey. This might be my own personal opinion, but creating a general feeling of connection for people is the key, which is quite an obvious solution. 


사용자 삽입 이미지



  First, let's consider the Asian league homepage. The homepage is a cornerstone to develop popularity. It must be easy to connect with and interesting for anyone who visits. For this, the most important task is to solve the problem of the language barrier. Simply put, there needs to be a homepage in each local language. From the point-of-view of Korea and China, there needs to be a homepage in Korean and Chinese respectively.

  To be honest, this is a really simple thing to do. All that is required is to take the main elements of the homepage and translate them from Japanese or English into Korean or Chinese. This task could be completed in one sitting. It's simple, isn't it? For that reason, it's even more frustrating.

  Another issue is related to website updates. Now even the English website is not updated properly. It would suffice if all of the information updated on the Japanese website was simultaneouly updated on the English website, but even this doesn't happen. Quick updates reflect the vibrancy of the league. Robust activity could stimulate fan interest. This is the way to start. If there were photos and videos for each team available on the homepage and clearly updated and if searches could be performed easily, then the website could have something new each day. (Please refer to: http://cupsend.blog.me/140143521547 ) This is valuable information for people who are interested in ice hockey. When people look for information, they could visit the Asian league homepage instead of each club homepage, and even if half of those people maintained their interest, then the league could greatly increase the number of fans.

  What is the situation with the club homepages? First, let's compare the Halla and Hi-Won clubs to address the problems.


사용자 삽입 이미지


  Because the High1 homepage is organised into categories, it has a high level of completeness. There is solid information for fans such as player introductions with an arrangement of individual photos. However, this homepage has been abandoned. The only updates are for the player rosters and the coaching staff. Besides that, essential contents including photos and videos, which should be updated on the homepage, are only updated on the fan cafe or in the manager's individual blog. The public homepage is dying a slow death while the fan cafe and individual blogs do all the talking for the club, which is a rather unfortunate state. Social media such as Facebook and Twitter seem to have open accounts but are inactive.

  Although it is not so effective, the management model of Halla's homepage stands out. Updates are done quite actively and there is also communication through Twitter or Facebook. The fact that teams in Japan follow Halla's homepage model attests that the management of Halla's homepage is quite robust. However, there are also several visual components which are lacking. The information is updated quite quickly but the quality of the information is the problem. Announcements are a mixed up collection of various items which require reorganization. Also the open message board and the fan column message board are separated which is ambiguous, so these two message boards should be combined into a single message board.


사용자 삽입 이미지


  The photo wall images, which might be described as the face of the homepage, are unattractive and haven't been updated since July, 2010. If they are not even worth the effort of updating, then probably it's better just to remove them completely. Thus, the Halla homepage is managed quite well, but the fact that they are merely “managed” is precisely the problem.

  One of the people running the High1 club needs to take an interest in the homepage. The manager of the current homepage needs to study more or consult a professional in order to create a quality homepage. The continued existence of a professional sports team relies on promoting a proper company image by capturing people's interest, and for this goal, current homepage updates must be done actively.

  Halla needs to upgrade the current homepage. There is a need to focus on updating information so that visitors can enjoy the homepage. When people's eyes are engaged, then there is no feeling of boredom. The quality of the homepage needs to raised by employing a specialist who is capable of managing the homepage. We will deal with the issue of information quality in the next section.

The next section will focus on fan events and photos.


                                                                           Translation : Peter


아이스하키 발전과 대중화를 위한 필수과제 - 홈페이지 관리, 마케팅 활성화의 필수 요건 1편
Requirements for the Development and Popularization of Ice Hockey:
Part 1: Homepage Management, Necessary Requirements for Marketing Vitality

아이스하키 발전과 대중화를 위한 필수과제 - 현장 이벤트, 현장 마케팅의 핵심 2편
Requirements for the Development and Popularization of Ice Hockey:
Part 2: On-Site Events, The Core of On-Site Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 잘 찍은 사진 한 컷이 수십 억 마케팅을 대신한다 3편
Requirements for the Development and Popularization of Ice Hockey:
Part 3: One Great Photo is Worth Millions in Marketing

아이스하키 발전과 대중화를 위한 필수과제 - 떠오르는 미디어, 모바일을 선점하라 4편
Requirements for the Development and Popularization of Ice Hockey:
Part 4: Rising Media, Embrace Mobile Devices

아이스하키 발전과 대중화를 위한 필수과제 - 마케팅의 핵심, 스폰서를 감동시켜라 5편
Requirements for the Development and Popularization of Ice Hockey:
Part 5: The Core of Marketing, Attracting Sponsors

크리에이티브 커먼즈 라이센스
Creative Commons License
01 11, 2012 14:03 01 11, 2012 14:03
Posted by MyDrama
아시아 챔프가 또 다른 무대에 도전하기 위한 상위 메이저리그는 현재까지 없다.  아시아리그에 우승했더라도, 북미, 유럽에서 아시아 챔피언의 수준이 어느정도일지 궁금하다. 아시아리그 골수팬이라면 한, 일 클럽 대표팀들이 유럽 유수의 팀들과 경합하면서 기량이 향상되는 모습을 꿈꿔보기도 하다.  그 꿈은 어찌보면 가까이에 있을지 모른다.  IIHF에서 주관하는 유럽클럽팀 무대인 컨티넨탈컵을 주목해보는게 어떨까? 아시아 한, 일 클럽팀이 나갈 수 있는 기회가 있다면, 아시아리그, 한국 아이스하키 발전에 많은 동기부여로 작용할 수 있을 것이다.  


I) 컨티넨탈컵이란?
II) 아시아리그, 컨티넨탈컵 둘 다 병행 가능!
III) 2011-12 컨티넨탈컵 관련 정보
IV) 아시아 챔프팀, 컨티넨탈컵 나갈 자격 충분해!



아시아리그가 2003년 한일리그 창설 이래 벌써 9번째 시즌을 맞이하게 되었다.  아시아리그 초기, 일본 클럽팀들의 독주무대로 여겨왔지만 최근에는 안양 한라가 아시아리그 2년 연속 챔피언에 등극하고 하이원이 기대 이상의 성적을 올리며 많은 성장세를 보여왔다. 전통적으로 윙어에 강세를 보였던 일본 클럽팀들과 골게터를 꾸준히 배출하고 있는 한국 클럽팀들은 각자 강점을 살려나가고 있고, 한&일간 아시아쿼터 사용도 자연스럽게 이루어지면서 리그가 안정화되고 있다.



 @ 2010-11 한라 대 차이나 드래곤전
차이나 드래곤은 체격조건이 좋은 우위를 살리지 못한다.
-사진: 임채우님, http://www.mydrama4u.com-

 
반면 시즌을 거듭하며 중국 하키팀의 실력 저하는 눈에 띄게 나타나고 있다.  지난 시즌 차이나 드래곤은 36전 전패로 단 승점 2점을 올리는데 그쳐 아시아리그의 동네북으로 전락하고 말았다.  사실 차이나 드래곤은 아시아리그에서 힘을 바탕으로 하는 하키를 구사할 수 있는 유일한 팀으로 향후 유럽팀들을 대비할 수 있는 유일한 매치업으로 기대를 모았다. 그러나 현실은 팀 리빌딩 실패 및 개인기량 저하로 한, 일 클럽팀들에 별다른 영향을 주지 못하고 있다.

중국 대표팀의 상황을 봐도 U-18, U-20 대표팀 모두 디비전 2에 머물러 있으며 최근 2-3년간 인상적인 성적을 올리지 못하고 있다. 사실상 3-5년간 급격한 성장세를 보일 가능성은 극히 낮아 보인다.  그렇다면, 한, 일 클럽팀들은 아시아리그 포맷을 그대로 유지하되 국제대회 경쟁력을 키우기 바란다면 힘을 바탕으로 하는 유럽팀들과 매치업 경험들을 쌓기 위해 반드시 대안을 찾아야 된다.  

그 대안으로 적합한 대회가 하나 있어 소개하고자 한다. 바로 IIHF에서 주관하고 있는 컨티넨탈컵이다.




IIHF 컨티넨탈컵을 소개합니다

컨티넨탈컵은 IIHF 공인 클럽대회로 세계랭킹 기준 유럽 상위 6국가 탑리그 챔피언들을 제외한 (단, 러시아 2부 VHL 챔피언팀은 참가) 나머지 유럽국가들의 챔피언팀들을 모아 1,2,3라운드 별로 각각 조별예선을 거쳐 마지막 슈퍼 파이널까지 시드배정 및 진출하는 팀간에 리그방식으로 우승을 가리는 대회이다. 쉽게 말해서 '하키판 UEFA컵' 정도로 표현할 수 있다.

@ 2008년 유로피언 챔피언스컵 챔피언팀
Metallurg Magnitogorsk(RUS)
-출처: http://slapshot.blogs.nytimes.com-

 
컨티넨탈컵은 1997년 유로피언컵(ECC)이 중단되면서 대안으로 마련된 유로피언 하키리그 바로 아랫 등급 대회로 시작되었다.  컨티넨탈컵 전신인 페더레이션컵으로 2시즌 정도 시작됐지만 얼마 가지 못하고 중단되었다.  역사는 15년으로 짧지만, IIHF 유럽 클럽 대회 중에서 유일하게 거르지 않고 꾸준히 열리는 대회로 알려져 있다. (※ 상위리그격인 CHL 유럽챔피언스 하키리그는 2011-12시즌 계획마저 연기하면서 3시즌째 열리지 못하고 있다.)


@ 지난 시즌 디펜딩 챔피언 유노스트 민스크(벨로루시)
2011-12시즌 컨티넨탈컵 슈퍼 파이널 시드배정을 받았다
-출처: http://newshopper.sulekha.com-


 
컨티넨탈컵의 매리트라면 각 유럽 챔피언들이 원칙적으로 출전하기로 되는 대회로 다양한 유럽국가의 챔피언들이 다수 출전한다는점이다. 거기다 2004-05 시즌부터 유럽 '슈퍼 6'(세계랭킹 유럽기준 상위 6국가들) 챔피언들은 참가하지 못하도록 조항을 둬서 대회 성격을 챔피언스리그 참가가능한 국가 이외 챔피언스 컵대회으로 분명히 선을 그었다.  최근 2011-12 시즌에는 유노스트 민스크(벨로루시)가 우승을 차지했으며, 2010-11시즌에는 레드불 잘츠부르크(오스트리아)가 우승을 차지하면서 유럽 슈퍼6의 빈자리를 훌륭히 채우고 있다. 이는 유럽 슈퍼 6 국가팀들의 좌지우지하는 뻔한 스토리가 아닌 다양한 국가 소재의 팀들이 우승에 도전할 수 있다는 사실에서 의미가 있다.


아시아리그& 컨티넨탈컵,
현실적으로 출전병행 가능하다


컨티넨탈컵의 매리트라면 3개월이라는 짧은 대회기간과 3-4일간 집결전 형식의 조별대회를 채택하고 있다는 점이다.  컴팩트하게 유럽원정을 다녀올 수 있고, 힘을 바탕으로 한 유럽팀들과 공식매치가 가능하기 때문에 전력으로 경기에 임할 수도 있다. 또한 올 시즌 컨티넨탈컵도 9월에 시작해서 12월에 대회를 마무리한다.  리그 일정에 큰 부담을 주지 않으며, 현실적으로 미리 출전팀이 정해진 상황이라면 아시아리그 스케쥴을 짤 때 컨티넨탈컵 일정 조정을 감안해서 짠다면 충분히 병행할 수 있다.  많아봤자 라운드에서 탈락하면 2-3게임, 다음 라운드까지 진출한다고 하면 3게임 정도 더 치를 수 있으니 경기수적인 면에서 부담이 없다.  

K리그를 예를 들어서 봐도 AFC 챔피언스리그에 출전하는 팀들은 빠듯한 일정이지만, 리그 경기와 병행해서 경기를 치른다. 그나마 중동존 & 동아시아 존으로 조별예선을 채택하는 노력 끝에 대회 이동거리 조정이 이루어지면서 원정부담이 줄었지만, 여전히 상위 토너먼트에 올라가서 중동팀과 맞붙게 되면 여전히 힘든 원정을 각오할 수 밖에 없다.  하키라고 못할까 싶기도 하다.  2-3연전 게임을 치르는 하키는 원정부담을 가지더라도, 충분히 짧은 기간에 3-4경기를 소화할 수 있다.

가장 좋은 시나리오라면 한 & 일 각 나라 우승 클럽팀(전한국대회, 전일본대회)이 컨티넨탈컵 티켓 1장씩 쥐어지는 것이다. 한국이 검증되지 않은 팀이라면 1라운드에 시드배정해도 상관없다. 한국 대표팀 입장에서도 향후 국제대회 대비에 많은 도움이 될 것이다. 즉, 클럽팀 강화와 국가대표팀 강화가 동시에 이루어질 수 있는 묘안이 될 수 있다.  한국 대표팀은 특히나 힘을 바탕으로 하는 팀과 경기를 치러서 이겨낼 수 있는 노하우를 키우는게 향후 올림픽 무대에 경쟁력을 쌓을 수 있는 1차 조건인 것이다.

그 다음으로 좋은 시나리오라면 2장을 못얻는다면 나머지 1장을 쥐어지기 위해서라도 아시아리그 챔피언에게 혜택을 주는 것이다. 아시아리그는 챔피언에게 명예만 줄 뿐, 실질적으로 상위 대회에 나가는 혜택이 없어서 실질적으로 팀에 동기부여가 안 되는 것이 아쉬웠다.  컨티넨탈컵 티켓을 우승 어드밴티지로 준다면, 이러한 갈증을 해소할 수 있는 좋은 대안이 될 것이다.

2011/12 컨티넨탈컵 출전팀 (+ALIH팀도 같이 첨부)



-Edited by SENN-

- 참조: http://www.eliteprospects.com-


  
 

@ Beibarys Atyrau팀, 카자흐스탄컵 우승!
이 팀은 과연 아시아팀인가? 유럽팀인가?
-출처: hcbeibarys.kz-


아시아팀이 컨티넨탈컵에 나갈 자격, 충분하다


1. 컨티넨탈컵은 유럽 클럽대회다?

컨티넨탈컵이 본래 페더레이션컵, ECC 등 유럽클럽팀의 대회로 명맥을 유지했다. 그래서 유럽 소재의 클럽 챔피언들이 나갈 수 있는 대회로 규정지을 수도 있을 것이다.  하지만 유럽 대회로만 한정지을 필요는 없어보인다.  올 시즌 대회에 출전하는 Beibarys Atyrau팀은 러시아 선수들로 주축으로 이뤄져 있지만, 엄연히 아시아 소재 카자흐 지역 리그 클럽 챔피언으로 2라운드 시드 배정을 받았다. 그래서 아시아팀이 궂이 못나갈 명분이 있을까 의문이 들었다.

그 외에도 원칙적으로 유럽 슈퍼6 국가 클럽 챔피언팀은 참가할 수 없지만, 예외적으로 러시아 VHL(2부리그) 챔피언은 참가할 수 있게 했다.  이런 케이스를 봐도 아시아 클럽팀들도 챔피언 자격을 갖춘 팀에 한해서 컨티넨탈컵 출전에 망설일 필요가 없어보인다.


@2010년 프리시즌 Primorie Ussuriysk(RUS)전
힘이 좋은 팀들과 끊임없이 상대하는게 중요하다!
-사진: 임채우님, http://www.mydrama4u.com-


2. 아시아 클럽팀들은 컨티넨탈컵 참가에 적합한 실력을 갖췄는가?

동아시아 지역에 디비전 I 팀이 한국, 일본이 있는데, 예비라운드든 1라운드든 시드배정을 해서 출전시키게 한다면 분명히 2라운드 이상의 성적을 낼 수 있는 기반을 갖고 있다.  올 시즌 기준으로 1라운드에 붙을 팀들은 벨기에, 터키, 에스토니아 챔피언팀으로 아시아리그 팀들과 비교해서 다소 떨어지는 레벨로 구성되어 있다.  
만약 안양 한라, 일본의 오지 or 크레인스가 출전한다면 상당히 재미있는 경기를 치를 수 있을 것이다.  대회 노하우를 충분히 쌓는다면 최대 3라운드 진출을 목표로 경기에 임할 수 있을 것이다.  만약 아시아팀이 엄청난 포퍼먼스를 보여주면서 슈퍼파이널까지 간다면 또다른 드라마가 연출될 수 있다.  클럽하우스 역사에 큰 족적을 남길 수도 있는 동시에, 기량 발전 기회도 자연스럽게 얻을 수 있다.

@ 2009년 아시아챌린지컵 당시, 이 곳은 UAE 내 링크장
동남아시아, 걸프만 지역도 하키 싹이 트고 있다!
-출처:  wn.com-

3. IIHF나 아시아 클럽팀에게나 모두 윈윈 전략인가?

IIHF에서 매번 아시아 하키 발전에 귀를 기울인다는 명목으로 아시아 챌린지컵을 치르고 있다.  하지만 이는 한,중,일을 제외한 아시아 하키 걸음마를 시작한 국가들의 대회로 사실상 아시아 하키에 수준급 실력을 갖춘 한국, 일본 클럽팀들에 대한 구체적인 발전 방향으로 구체적으로 대안을 제시한 것이 없었다. 한, 일 아이스하키협회나 아시아리그 사무국에서 IIHF측에 컨티넨탈컵 출전 정식 문의를 통해서 아시아 하키가 조금이나마 발전할 수 있는 토대를 마련하는 것이 중요하다.  IIHF에서는 유라시아 컨티넨탈컵으로 대회 스케일을 넓힐 수 있는 효과, 아시아 클럽팀들은 다양한 유럽 클럽팀들과 치르며 쌓는 경기력 향상, 양측에윈윈 전략을 구사할 수 있다.




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09 3, 2011 17:39 09 3, 2011 17:39
Posted by MyDrama

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한곳에 빠져있다는것 어쩌면 행복한 일이다. 하지만 한곳만 바라보다 다른 시선을 놓쳐 버리고후회 할때도 있다.. 그러나 지금은 한곳만을 응시하고 싶다 그것이 그릇된 선택이라도 말이다. by MyDrama

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