After an opening weekend of back-to-back tripleheaders, and an uncontested Boston Pride victory Sunday night (thank God), Monday brought a much-needed moment of zen to the Lake Placid sports complex. And also brought a bit of “Zam.” A bit of what?? If you were glued to the Twitch.tv stream and Twitter feed like I was, then you’d know I’m talking about the “Zamboni cam” in between periods. Yes. The NWHL Twitch feed actually aired the Zamboni cleaning the ice between gameplay. It’s genius. Believe me.
The Zamboni cam, I think, was not even remotely in the headspace of the marketing team. Or the videographer’s mind for that matter. Either way, for those stressed out during the games (me), it provided a sense of “Placid-ity.” Bad pun, sorry not sorry. Maybe it’s just me I don’t know, but there’s something oddly satisfying when it comes to watching a Zamboni drive back and forth to resurface the ice. A day off for the players certainly didn’t stop the NWHL marketing team from getting right to work.
For the People, By the People
Twitter is the hotspot for connectivity between fans/followers and athletes/celebrities/public figures. This weekend was no different. Many fans, including myself, found it amusing to see how much attention the Zamboni cam was actually getting. Almost too much. Honestly it’s never too much, I love it. But anyway, the NWHL Twitter timeline was spammed with a demand for Zamboni merchandise and I’ll tell you this. I’m fully on board. There’s no secret to making money. Especially when you have a brand that is gaining momentum beyond belief, you can do only one thing. Give the people what they want…
You put that s*** on a t-shirt. It’s not really an extended clothing line, but this shirt is most definitely the hottest item in the online store. That is almost a guarantee. Below are 2/4 teams with personalized “Zambonanza” t-shirts. I haven’t looked at the net profits so IDK for sure. But regardless of the sales, this is how easy marketing your brand can be. Now, it hasn’t been a cakewalk for the women’s league in a male-dominated media landscape. But when you take social media by storm with the only vehicle ever associated with hockey…you go with it! It’s like the Bernie Sanders mittens meme, fans can’t get enough of it.

Metropolitan Riveters 
Connecticut Whale
I’d be lying if I said I didn’t already acquire one of these bad Larry’s. It’s weird how when you go on the league store website, every team is included except Toronto and Boston. Well Boston is a privately-owned team but still. Which lowkey shows how lazy I am in going to an entirely different site for my merch. But the Pride are built different. They’re my team, I’ll rep them all day. Again with my Boston bias. Get over it. Honestly, I wish I could watch the Zoom call footage for that marketing meeting. Someone logged on and most definitely just said: “T-shirt” and left the call. The rest is her-story. Bad pun again, still not apologizing.
Social Media Stays Undefeated
Look. I can’t really say that the NHL or any other men’s league has a devoted “fancam” or even a sense of some “cult” following for a Zamboni. Or plural Zamboni’s. Basically, in order to get recognized you have to be different. Aside from specific players making headlines, the NWHL turned an inhuman object into the hottest topic – and commodity – in town. If a trend picks up traction like that, put some wheels on it and let it resurface the ice. These jokes are terrible but it’s early and I haven’t had my coffee yet and I’m just writing this for fun.
If you think about it, this post could exclusively be just a thread of Twitter posts. I will @ the NWHL so I can give them their credit, don’t you worry. But there’s too many to choose from. And I wanted to at least provide some context for them. Anyways, I know social media can be a toxic environment for numerous reasons…*cough* Barstool *cough*. But if you can sift through the negatives and see that the fans are looking towards something that can grow a brand in a positive way, then you gotta capitalize on that.
Some players who were in the locker room between games actually had a bit of FOMO when it comes to enjoying the performance of the NWHL’s newest icon. Players like Kiira Dosdall Arena, defenseman for the Metropolitan Riveters, even joined in on the conversation:

I mean it’s an honest question, if you weren’t aware of the trend in real-time. Some people don’t realize that the silliest things can generate the most popularity. At any rate, it’s very amusing and inspiring to watch the women’s game grow outside of the boundaries in which the media traditionally limits them to. For the sport of women’s hockey, the sky is the limit in terms of opportunity. If you keep the league fun and interesting, fans will resonate and demand more. Enough said.
One more for the road, I couldn’t help myself…LOL





















