Florida Panthers Communications & PR Operations
Client: Florida Panthers (NHL)
Analysis of the Florida Panthers' communications and PR operations, mapping stakeholder relationships and media strategy.
Overview
Conducted a thorough analysis of the Florida Panthers’ communications and PR operations structure, examining how the NHL franchise manages relationships with fans, sponsors, media, and community stakeholders.
Stakeholder Analysis
Mapped the Panthers’ key publics — from season ticket holders driving consistent revenue to corporate sponsors like Baptist Health and Amerant Bank, local media outlets including the Miami Herald and Sun-Sentinel, and community groups benefiting from the Panthers Foundation’s youth hockey initiatives.
Communications Team Structure
Analyzed the two-division structure: Hockey Communications (led by Thomas Harding) handling media requests and game-related press, and Corporate Communications managing brand partnerships and community relations.
Key Insights
- Star athletes like Aleksander Barkov serve dual roles as both on-ice performers and brand ambassadors
- Community engagement through the Panthers Foundation creates earned media opportunities
- Local media relationships with the Miami Herald, ESPN, and Sun-Sentinel are critical for perception management