George Kennedy (sports promoter)

George Kennedy is a name that may not be familiar to many, but his impact on the world of sports promotion is undeniable. As a pioneer in the field, Kennedy is responsible for many of the marketing techniques that are commonly used in sports promotion today.

Born in 1928 in Denver, Colorado, Kennedy got his start in the sports world as a promoter of harness racing events. In the 1950s, he moved on to promoting boxing matches, which was the most popular sport of the time. He quickly realized that traditional promotional methods like newspaper ads and radio spots were not enough to draw in crowds.

Kennedy began experimenting with new methods, including using TV and radio interviews to generate buzz around the matches. He also started to incorporate elements of showmanship, such as having colorful characters like flamboyant boxers and ringmasters to add an extra level of excitement to the events.

As boxing’s popularity began to wane in the 1970s, Kennedy shifted his focus to other sports like basketball and hockey. He brought his innovative marketing approach to these sports as well, creating events that showcased the best players and drew in larger crowds than ever before.

One of Kennedy’s most famous promotions was the 1973 “Summit Series” between Canada and the Soviet Union in hockey. At the time, international hockey was virtually unknown in North America, but Kennedy recognized the potential for a great sporting event. He convinced the Canadian and Soviet hockey federations to put together a series of games, which Kennedy then marketed as a high-stakes showdown between the two superpowers.

Thanks in large part to Kennedy’s promotional efforts, the Summit Series became a cultural phenomenon. The games were televised across North America, and fans were swept up in the excitement of the rivalry. The final game, which saw a dramatic comeback by Canada to win the series, is still considered one of the greatest moments in Canadian sports history.

Kennedy continued to innovate in the sports promotion world throughout the rest of his career. He was one of the first promoters to see the potential of video recordings for sports events, and he pioneered pay-per-view television for boxing matches. He also helped to create the National Hockey League’s All-Star Game, which has become one of the league’s biggest annual events.

Despite his many accomplishments, Kennedy remained modest about his contributions to sports promotion. In a 2007 interview, he said, “I don’t think I have any magic formula that nobody else has. I just try to use my common sense and be creative.”

Kennedy passed away in 2011 at the age of 83, but his legacy lives on in the many innovations he brought to sports promotion. His willingness to take risks and experiment with new ideas helped to transform the way we think about sports events, and his contributions continue to be felt in the industry today.