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The process surrounding CBA negotiations was lengthy. The challenge now facing sport marketers for the NHL is to learn from the 2004-2005 lockout by minimizing
37
the negative impact of work stoppages on the consumption practices of fans of professional sport leagues. Marketers hope to reduce the negative effects of work stoppages. Understanding the experiences shared by the fans will shed light on their perspectives and may help sport marketers to better understand how fans have been affected by this labour dispute. As such, themes have emerged from the experiences of the fans that will allow professional sport executives to create strategies that may enable them to repair any league/player/fan relationships damaged by work stoppages.
The process surrounding CBA negotiations was lengthy. The challenge now facing sport marketers for the NHL is to learn from the 2004-2005 lockout by minimizing
37
the negative impact of work stoppages on the consumption practices of fans of professional sport leagues. Marketers hope to reduce the negative effects of work stoppages. Understanding the experiences shared by the fans will shed light on their perspectives and may help sport marketers to better understand how fans have been affected by this labour dispute. As such, themes have emerged from the experiences of the fans that will allow professional sport executives to create strategies that may enable them to repair any league/player/fan relationships damaged by work stoppages.

The process surrounding CBA negotiations was lengthy. The challenge now facing sport marketers for the NHL is to learn from the 2004-2005 lockout by minimizing
37
the negative impact of work stoppages on the consumption practices of fans of professional sport leagues. Marketers hope to reduce the negative effects of work stoppages. Understanding the experiences shared by the fans will shed light on their perspectives and may help sport marketers to better understand how fans
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