Behind the Screens with the Dallas Stars: How Content Creates A Rivalry

 

Although it is being phased out of the game as the years go on, fighting is still something hockey is known for. A well-timed bout can change the trajectory of a game, and it is a major moment for fans in the stands.

When fisticuffs are exchanged, the Dallas Stars entertainment team jumps at the chance to energize the crowd even further.

“Sports rivalries are harder to synthesize nowadays,” Senior Director of Game Presentation Jason Danby said. “I think sometimes to start a rivalry you have to throw the first punch.”

Spotlighting the passion of the players creates a bond between city and team, something that is important in a non-traditional market like Dallas. Making an adversary of the opposing team is also a deliberate tactic used by the entertainment group to build a ‘story within the story of the game’, according to Danby.

“Our entire production team enjoys creating an arsenal of jabs of the opponents,” Danby continued.

Despite its violent nature, hockey is still known as a sport of dignity and respect. The entertainment team in Dallas is careful to stay tongue-in-cheek throughout its production while still creating resentment towards the visiting skaters.

“It is all done from a good place, there’s nothing really mean-spirited about any of it. There’s a code of rules we follow, things we won’t say, places we won’t go,” Danby said.

Aside from scoring a goal, nothing gets a crowd on its feet at a hockey game quicker than a fight. Regardless of why fans rise though, the Stars’ entertainment team is prepared for the occasion with the right material at the right time.

Knowing the audience or customer is critical to any business and the Stars are well aware that fighting draws a certain amount of fans to the sport. Capitalizing on this energy, and creating that one moment that a first-time fan might remember is critical.

CATCH UP ON ALL OF THE EPISODES!

 

For the latest news, videos, and podcasts in the Sports & Entertainment Industry, be sure to subscribe to our industry publication.

Follow us on social media for the latest updates in B2B!
Twitter – @SportsEntMKSL
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

Class 8 trucks
Driving the Future at ACT Expo: Windrose Showcases Its Purpose-Built Electric Class 8 Trucks
July 1, 2025

At the ACT Expo, Hammer Down host Mike Bush dives deeper into the future of freight with a hands-on look at Windrose Technology’s electric Class 8 trucks. Joined by Joseph Jaramillo, Driver Supervisor at Talon Logistics, Mike takes a test drive to experience the smooth ride, dual digital displays, and unique features—like advanced regen modes and a…

Read More
ball valve
Zero-Friction Flow: Trillium Launches the Red Point® Non-Contact Rising Stem Ball Valve to Cut Downtime, Boost Safety, and Perform in Demanding Applications
June 30, 2025

Join host Michelle Dawn Mooney for this special episode of FlowCast by Trillium Flow Technologies, as she sits down with Fred Jansen, General Manager of Trillium’s Netherlands facility, and Pepijn Esman, Engineering Manager for Red Point, to unveil the non-contact Rising Stem Ball Valve (RSBV)—a breakthrough engineered for extreme-service applications across oil &…

Read More
student success
The AI-Powered Edge in Education: How LearningClues Is Enabling Student Success with Co-founder and CEO Dr. Perry Samson
June 30, 2025

As AI continues to reshape education, institutions face a growing challenge in ensuring students succeed without compromising engagement or integrity. Today’s college students are often juggling jobs, family, and coursework, leading to limited study time and increased dropout risk. According to the National Center for Education Statistics, 40% of full-time undergraduates and 74% of…

Read More
AI Strategist
Why Enterprises Need an AI Strategist and Why It Should Be a Marketer
June 30, 2025

In this episode of The Marketing AI SparkCast, Aby Varma, founder of Spark Novus, a leading consultancy that partners with marketing leaders to adopt and scale AI responsibly and strategically, talks with Nicola Smith, Senior AI Programs Advisor at Southwest Airlines. They explore how enterprises can move beyond tool experimentation to embed AI into…

Read More