CMO Eric Tosi on using storytelling and technology to drive success for the NHL team.

CMO Eric Tosi on using storytelling and technology to drive success for the NHL team

00:00-02:10 Transforming Las Vegas into a Sports Hub — Las Vegas has evolved from a gambling-centric city to a premier sports and entertainment destination. Tosi highlights the arrival of major league teams like the Vegas Golden Knights, the Raiders and the upcoming move of the Oakland A’s as catalysts for this transformation. This shift has redefined the city’s identity, making it a vibrant sports hub.

02:10-04:48 Building a Local Fan Base — Tosi discusses the strategic efforts behind building a local fan base for the Vegas Golden Knights. By positioning the team as the local favorite and creating an immersive fan experience, the Knights have cultivated a loyal and passionate community. Creating localized marketing campaigns give brands an opportunity to resonate with the community and build lasting relationships with their audience.

04:48-07:23 Expanding Youth Engagement — Tosi emphasizes the importance of engaging youth to build a strong foundation for the future of the Vegas Golden Knights. By developing youth hockey programs and increasing accessibility to the sport, the team has fostered a new generation of fans. For instance, the Knights’ initiatives have moved them from 48th to the top half in USA Hockey enrollment rankings.

07:23-11:25 Innovative Fan Engagement — The Vegas Golden Knights have set new standards for fan engagement through creative and immersive in-venue experiences. Tosi emphasizes the importance of storytelling, dynamic visuals and interactive games to keep fans energized and connected. Brands should prioritize innovative and interactive experiences that captivate their audience and enhance brand loyalty.

11:25-14:06 Leveraging Technology in Sports Marketing — Tosi discusses the role of technology in modern sports marketing, highlighting the use of platforms like TikTok. The Golden Knights’ focus on digital engagement helps reach younger audiences and keeps fans connected. Tosi also notes the importance of integrating new technologies like AI and advanced screen technology to enhance the fan experience. Brands should embrace technological advancements to stay relevant and engage with their audience in innovative ways. ​

• @MattyB

Matt Britton is America’s leading expert on the millennial generation having consulted for over half of the Fortune 500 over the past two decades. He is the Founder and CEO of Suzy and the host of The Speed of Culture Podcast.

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