Case Study: (Re)Building a Brand in the Minor Leagues: The Nashville Ice Flyers, 1997-98, pp. 174-182

Michael T. Friedman
Daniel S. Mason

Though not glamorous, working for a minor league sports team could be one of the most fun and challenging areas of the sports industry. Due to small staff sizes and limited budgets, employees will be called upon to perform several different tasks that demand a wide range of knowledge and skills. This case study comes directly from the experience of the lead author, who, in four years of working in both baseball and hockey, felt as if he did everything but play, and ended up as the president of the Nashville Ice Flyers of the Central Hockey League during the 1997-98 season.