Marketing Expert Offers Commentary on ‘Coach’s Corner’ Rebrand

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Prof. Tim Dewhirst

Prof. Timothy Dewhirst Department of Marketing and Consumer Studies, in U of G’s Gordon S. Lang School of Business and Economics, contributed a commentary to the Toronto Star about what will happen to the Coach’s Corner segment of Hockey Night in Canada now that commentator Don Cherry has left.

Dewhirst noted it will be difficult to find a recognizable NHL coach who could replace Cherry as host of the segment, particularly since hockey coach’s tenures are often too short for them these days to allow them to make a name for themselves.

He added that Sportsnet will likely face scrutiny about finding someone who represents the values about sports bringing people together and that the selection process is a chance to update the entire brand.

Dewhirst is a senior research fellow in marketing and public policy and studies brand strategy, sponsorship-linked marketing and social marketing