I think in terms of hockey, sports marketers wonder about how to pay for everything MARIJKE FLEUREN W hen the Euro Hockey League was fi rst established in 2007 there was no dearth of praise for the organisers. Hockey showed itself from its most innovative side. The level of playing was visibly improving and there was certainly little to complain about with regard to media attention. What’s more, the fi nals were broadcast on NET5 along with a play by play analysis: what an honour! The league was seen as a dream come true by the shareholders and just about everyone else involved in hockey. But once the jubilation had died down and had made way for a sense of realism one critical question remained: How could hockey, a sport that has long been praised for its socially conscious values allow itself to organize an exclusively masculine league under the fl ag of the EHL? Extra creativity In March of 2009 Marijke Fleuren, the Chairman of the Board of directors of the European Hockey Federation (EHF), announced for the fi rst time they were also seriously studying the possibility of establishing a female version of the league. And, the beginnings of this plan were indeed partially implemented. The ‘old’ system with an European Cup I and II was no longer an exciting competition and since 2010 there has also been a new format designed for women. In the European Clubs Champions Cup (ECCC) twelve teams compete for the championship in Europe. During fi nale weekends a new combination was sought with the matches of the EHL. Marijke Fleuren is aware that there is quite a bit of envy of these EHL initiatives in other sports. Last year it attracted up to 20,000 visitors in Bloemendaal. These are impressive numbers in the continually growing sport of hockey. The new rules of the game which have been adapted, such as the self pass, the time penalty combined with a green card, penalty shoot-outs, breaking the line and the use of technical aids have also proven to be very attractive and popular. Fleuren, it almost goes without saying, is one of the leading advocates of a women’s version of the EHL. It is not an easy operation though. The main problem is money. Every time Fleuren brings up the subject of an independent women’s league, Bert Spaak one of the EHLinitiators and a representative for the PRO SPORT marketing agency, steps on the brakes. “I think in terms of hockey, Bert wonders about how to pay for everything”, says Fleuren at the kitchen table of her home in Leiden. The annual budget for the EHL is about 1.3 million euros, which largely covers the de production costs for television, and housing for the teams and offi cials. “This budget has up to now only been for men, in the future it would also have to cover the costs for women. That calls for extra creativity.” Playing during prime time At the time of our conversation in mid-March the EHF is thinking about a new plan for the women’s 20 07 20 12 79 Pagina 78
Pagina 80Interactieve digitale nieuwsbrief, deze folder of rapport is levensecht online geplaatst met Online Touch en bied het digitaal bladerbaar maken van evaktijdschriften.
EHL Anniversary Book Lees publicatie 10Home