What's Happening?
DoorDash has introduced a new campaign called 'What's For Hockey' as part of its multiyear partnership with the NHL, positioning itself as the league's Official On-Demand Delivery and Pick Up Partner across Canada and the United States. The campaign aims
to integrate food delivery into the hockey viewing experience by focusing on the household ritual of deciding what to eat during games. Instead of solely relying on traditional sports sponsorship elements like star players, DoorDash emphasizes the convenience and ease of ordering food to enhance the shared viewing occasion. The initiative seeks to broaden the definition of a hockey fan to include those who are primarily present for the social aspect, food, and family gathering, alongside avid followers of the sport.
Why It's Important?
This strategic move by DoorDash holds significant importance for the U.S. food delivery industry and sports marketing. By embedding its service directly into the fan experience, DoorDash is attempting to create a more organic and recurring use case for its platform, moving beyond simple advertising. This approach could set a new standard for how brands engage with major sports leagues, focusing on practical utility rather than just brand visibility. For consumers, it aims to make game nights more convenient and enjoyable, potentially increasing engagement with both the sport and the delivery service. The campaign's success could influence other delivery platforms and consumer brands to adopt similar strategies, seeking to own specific moments or rituals within popular cultural events, thereby impacting market share and consumer behavior in the competitive delivery sector.
What's Next?
DoorDash plans to reinforce its 'What's For Hockey' campaign with game-night deals throughout the regular season and activations around key events like the Tim Hortons NHL Heritage Classic. The company's presenting sponsorship of Wednesday night national NHL games and Stanley Cup Playoff games on Prime Video in Canada will further embed the brand within the recurring broadcast rhythm. While there is no public data yet on the campaign's impact on orders or brand metrics, its architecture suggests a long-term strategy to build a strong association between hockey viewing and DoorDash services. Future developments will likely involve continued integration of promotional offers and content that align with the game-night experience, potentially expanding to other sports or entertainment events if successful.
Beyond the Headlines
The 'What's For Hockey' campaign delves into the deeper sociological aspects of sports fandom, recognizing that participation extends beyond expert knowledge of the game. By catering to the 'food-first' or 'social viewer,' DoorDash acknowledges and legitimizes a broader spectrum of fan engagement. This approach has cultural implications, as it reflects a shift in how brands perceive and interact with diverse consumer groups within a shared experience. It also highlights the evolving nature of brand sponsorships, moving from mere logo placement to creating a credible and useful role within consumer rituals. This strategy could foster a more inclusive environment around sports, making it accessible and enjoyable for a wider audience, and potentially influencing how sports organizations themselves think about fan engagement and community building.
