The Mighty Ducks. The heartwarming 90’s film that led to the creation of a successful movie franchise…and to the founding of a successful national hockey team.
In 1993, the Anaheim Ducks were founded. They are the only sports team in not only NHL history but in North American history, to be named after a brand.
Let’s talk about that.
The Mighty Ducks came out 1992. It surpassed expectations at the box office, raking in $50.7 million USD. Disney, pleased with the film’s performance, thought that they could further capitalize on their success.
In 1992 the franchise was awarded by the NHL. Disney paid an entrance fee of $50 million to The Los Angeles Kings so that they could “share ownership of Southern California”.
From there Disney set out guns blazing. They marketed like crazy. During the height of The Ducks’ popularity, you could find branded pools, rides, and toys. There was even a TV show released about the team.
Unfortunately, the upward momentum eventually slowed.
By the early 2000s, the franchise was struggling. Disney no longer felt as passionate about the venture as they had before and made the decision to sell the team. In 2005 The Ducks were acquired for $75 million.
By Ivanmakarov at English Wikipedia, CC BY-SA 3.0
After its purchase, the team was rebranded in an effort to distance the franchise from their Disney past. The Mighty Ducks were officially renamed The Anaheim Ducks.
Despite the departure from their initially successful Disney past, the Anaheim Ducks hold their own under new ownership and name. They have made it to the playoffs 14 times and even won the Stanley cup during the 2006/2007 hockey season.
This particular instance in sports history is notable as Disney’s efforts were the first large venture into cross-promotional branding. As a result of this, teams all over the world can be seen sporting brands on their jerseys-sponsorship and sports teams are now inextricably linked.
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Further Reading: