MLB Blackhawks

That crescendo coming out of Chicago that sounds like a massive glacier cracking in two is yet another indication that the pre-1950 hockey marketing strategy that the late Bill Wirtz stuck to so doggedly up to his death is beginning to crack. This morning Sports Business Daily reported that the Chicago Blackhawks and the Chicago White Sox have completed a far-reaching co-marketing agreement that will result in both teams promoting the other in each other's building, something that doesn't happen a lot in the sports world:

The pact, signed for one year but eyed for a longer term, will begin today at the White Sox' home opener with a video to be shown at the stadium that will feature Blackhawks RW Patrick Kane and C Jonathan Toews in White Sox hockey jerseys. Other activations in the partnership include a Shoot The Puck promotion on the top of the White Sox dugout during each game at U.S. Cellular Field, a Blackhawks night at the ballpark set for August 23 and Blackhawks theming in White Sox game presentations, such as the use of the hockey goal horn for home runs.

This is all great news for the Blackhawks, who seem to be awaking with a vengeance from a long marketing slumber induced by their late owner, most recently when the team announced that it would actually air all 82 games next season on local cable and broadcast television in Chicago.

But while this deal might be groundbreaking for the folks in Chicago, it's not as original as SBD makes it out to be. Here in Washington, the marketing staff, at the behest of owner Ted Leonsis, has gone out of its way to co-market with MLB's Washington Nationals as well as, to a lesser extent, D.C. United of MLS.

The Nationals and the Caps have been involved with in-game advertising for better than a season, with members of the Caps making regular appearances at both RFK Stadium and now the new Nationals ballpark. In fact, the next appearance comes tonight, as head coach Bruce Boudreau, goalie Cristobal Huet and defenseman Mike Green take part in a variety of pre-game festivities before a game with the Florida Marlins.

The Chicago Blackhawks continued to make major improvements to their front office by hiring another prized free agent, Chicago Cubs president John McDonough.

While this move might not seem like much to the common hockey fan ("Who the hell is John McDonough??", I bet you are asking), the guy seem to be exactly what the Hawks need: Somebody who knows how to put asses in seats.

As per Mike Imrem of the Daily Herald, The Cubs, under McDonough's marketing expertise, became the 'must-see' team in Chi-Town, and regularly filled their ancient ballpark. If anyone can bring marketing expertise to the Hawks, it's someone who had a hand in shaping one of the country's most valuable sports franchises.

Man, we're talking an ingenious move by both McDonough and Hawks new patriarch Rocky Wirtz.

Odd as it sounds, it already seemed with the change at the ownership level that the Hawks were in better shape in and out of the arena than Chicago's other pro sports franchises currently are.

Adding McDonough is just another giant step in that direction.

With new ownership, new management, more home games on TV, and some fine young rookie talent, it's time for Chicagoans to jump back on the Hawks bandwagon.