Jay Deutsch, BDA CEO

Releasing the Kraken

October 27, 2021

Published in PPAI


The founder/CEO of Top 40 promotional products distributor BDA (asi/137616) is also a co-owner of the Seattle Kraken, the National Hockey League's newest franchise.

The team debuted playing in the NHL just this month. Deutsch, a member of Counselor's Power 50 list of the industry's most influential people, has been instrumental in the launch of the team on many levels. That, of course, includes branded merchandise, which BDA has been partnering with the Kraken to provide and manage.

In this podcast with ASI Media's Christopher Ruvo, Deutsch delves into everything from how the brand was created to how merch is being used to fuel excitement and engagement for the NHL's newest team.

ASI · Releasing the Kraken

Podcast Chapters (Available Only on Desktop)
1:12: The Kraken’s home opener and the opening of the all-new Climate Pledge Arena where they play.
2:43: Merch was a big draw at the first home game.
4:37: BDA’s partnership with the Kraken.
8:34: A brand that’s defined by values: “The fans are in love with this brand.”
13:56: Leveraging collaborations. And when’s the mascot coming?
17:09: Creating the Kraken brand from scratch.
23:14: “A lifelong dream come true.”

During the chat, Deutsch delivers insights into the deep thought and fan-inclusive process that went into creating everything from the Kraken name, to the logo and its colors.

For sure, the Kraken have been a hit not just among hockey fans, but also with people who identify with the brand’s values. As Deutsch explains, those values are centered in things like community, charity, inclusivity and a passion for environmental sustainability.

“The fans are in love with this brand,” Deutsch says. “It’s not just the cool look of it. It’s what we stand for.”

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