Date of Award


Document Type


Degree Name

Master of Science (MS)


Economics & Finance


This paper examines recent trends in the Pittsburgh Penguins popularity as weli as marketing strategy, and looks to analyze the effectiveness of the franchises last three marketing campaigns. A 2011 survey of Penguins season ticket holders is analyzed to find differentiating characteristic’s in select groups of fans, while also looking at differences that have arisen over time in fans identifying traits of the Penguins brand. The franchises last three marketing campaigns are then examined and the conclusion is made that fans identifying branding traits are changing over time. The paper concludes with a suggestion for the organization to modernize its marketing strategy with the hope it will be better evolved to hit their target market and expand their fan base while also not disengaging current fans.