University of Oregon Club Hockey

The ask: The UO Club Hockey Team partnered with Allen Hall Advertising (AHA) for the first time. They wanted Hockey to become popular amongst UO students and the greater Eugene community. We needed to get fans in the rink and we needed to do it fast.

My Role: As one of two strategists on the account, we did extensive research to fully understand our client and audiences, crafted the creative brief, presented it to the client, and oversaw the design and production of our executions in order to ensure that they fit with our overarching strategy.

Strategy

Our early research illuminated some issues as to why students were not currently attending the hockey games…

But…

…causing us to conclude that Hockey was clearly not a tradition at UO as many students were unaware of the passion & energy surrounding the sport.

Every tradition has to start somewhere

We knew the club hockey team had a loyal core of die-hard fans. But to grow, we needed to rally our casual fans and bridge the gap between these two groups.

By identifying how students cherish unique experiences, crave community, and need a bright light in winter, we aimed to make hockey the talk of the town.

Rennies Collaboration

So how did we get the town to start talking about hockey?

We utilized space to take up space.

We showed up—everywhere, making hockey impossible to ignore by embedding it into the community.

Strategy by: me and Ruby Wachs

Art Direction Style Guide

In order to ressonate with “casual” fans, we decided to use aspects of hockey that those unfamilair with the sport would understand. We focused on the feeling inside the rink, the sounds of the game, the aggression, and the attributes that make hockey such a unique experience. We wanted our final work to reflect that kind of energy.

Moodboard created by: Sydney Tall

Average Tickets sold in the 2023-early 2024 season (before hockey was our client)

~399 tickets sold per game

Measuring Our Impact

Average Tickets sold in the 2024-2025 season (when Hockey became our client!)
~526 tickets sold per game

Gross Revenue 2024-2025 Season
Fall of 2024: $19,729.50 Winter of 2025: $26,279.00

% Increase in Gross Revenue
33.2% increase
Ticket sales revenue increased by 33.2%, jumping from $19,729.50 in the fall of 2024 to $26,279 in the winter of 2025—demonstrating our campaign’s direct impact on attendance and fan engagement.

Because when people share energy, they build connections. And when they feel like they belong, they show up.

We needed to unite all types of fans to pour their energy into hockey so we partnered with Rennies (an off campus dive bar) to host both watch parties for away games and pre-games for home games with a free shuttle ride to the rink. With so many people not having access to transportation, we decided to spend a significant amount of time advertising the free shuttle pick up.

Radio Spot

To connect with our older fan base beyond the college community, particularly in Eugene and Bend, Oregon we chose to promote the games through a radio spot. We chose to run this spot to promote senior night as we wanted to fill the stands making the seniors feel seen and celebrated on their special game day.

EMU Displays

One of our main target audiences was students at the university, so we chose to advertise our graphics in the EMU which is a central hub on campus. We changed the graphics accordingly to advertise both watch parties, home games, and the overall schedule as a whole,

Hype Videos!

We set out to capture the team’s electric energy and undeniable chemistry. Through behind-the-scenes practice footage, mic’d-up moments, and glimpses of their lives beyond the rink, we crafted hype videos that not only showcased their skill but also brought their personalities to the forefront—turning players into fan favorites and fueling excitement for every game.

Senior Night Media

For senior night we wanted to do something special and memorable for those who would soon be graduating. We reached out to the head coach and asked him to write a letter to his seniors. We then acquired baby pictures of the graduating seniors to give them a memorable graphic for their 4 years of hard work and dedication.

Important Note: **The data being used to track the effectiveness of our campaign only includes the data we have from online ticket sales. We don’t have the data regarding those who bought tickets at the door so keep that in mind as the numbers of actual attendees for the game are not perfectly reflected in these stats. **

Gross Revenue 2023-2024 Season
$19,648.5

Produced by: Shyla Orquia