Editors, writers and researchers from SBJ select the award winners for the Sports Business Awards. They base their selections on the period between March 1, 2011 and February 29, 2012. Criteria for the team of the year award include growth, creativity, innovation, excellence and good outcomes.
Of course, the Bruins’ Stanley Cup win was inside that time period, so that’s a good thing that I’m sure the panel considered to some extent when making their decision, but the SBJ also praised the team’s growth post-Cup in terms of ticket sales, revenue and sponsorship. They also liked the new Digital Entertainment Network, which includes new smartphone apps and original content like The Bear and the Gang alongside an increased social media presence.
Another good asset was the Bruins’ activity in the community with initiatives like the 8-Spoked Salute and Military Appreciation Night for our service members, hospital visits, toy donation during the holiday season, youth hockey programs (supported in part by funds from the special Bruins license plate for Massachusetts residents) and the Boston Bruins Foundation. The Foundation did really well, donating $1.6 million to various charitable causes and receiving presidential recognition back in January.
The Bruins were up against the Dayton Dragons (minor league baseball class A), Sporting Kansas City (Major League Soccer), Stewart-Haas Racing (NASCAR) and the Texas Rangers (Major League Baseball).
Click here to see the other winners.
Read more articles from Emma Harger here.