This is the new tv and in arena ad. Clearly the digital strategy diverges quite a bit.
I was in that crowd on June 20, 2018 visiting the Air & Space Museum. My wife and I came out to go to the Museum of American History diagonally across the Mall and ran into 100,000 Caps fans. The Metro sponsored the signs for the fans.
I find the NHL marketing strategy incomprehensible. My old company was like that. They went from $5B to $750M in sales in 18 months thanks to their "genius" marketing department. The guy at my site was a
moron in a Brooks Brothers suit.