Integrated Communication Strategies for Hockey Branding
A case study of the Central Java hockey federation
DOI:
https://doi.org/10.23917/jhspe.18169Keywords:
communication strategy, sport branding, digital media, hockey, sports communicationAbstract
This study aims to analyze the communication strategies implemented by the Central Java branch of the Indonesia Hockey Federation (FHI) in developing hockey branding in the digital era. The study employs a descriptive qualitative approach, with data collected through interviews, observations, and documentation. A purposive sampling approach was employed to recruit five key informants, comprising organizational representatives, a hockey coach, and two active hockey athletes. These individuals were selected because of their direct involvement in communication activities, branding efforts, and hockey development programs. Data analysis was conducted using the Miles and Huberman model through the stages of data reduction, data presentation, and drawing conclusions. The results of the study indicate that the Central Java FHI’s communication strategy is carried out through a combination of direct communication and the utilization of digital media. Social media platforms such as Instagram, TikTok, and YouTube are used as the primary means for publicizing activities, promoting athletes’ achievements, and increasing interaction with the public, particularly the younger generation. Additionally, coaching clinics, sport competitions, and collaborations with schools and universities form part of the organization’s branding strategy. This study also found that limited facilities and the high cost of sports equipment remain the primary obstacles to the development of hockey in Central Java. Nevertheless, the growth of digital media and athletes’ achievements present strategic opportunities to boost the popularity of hockey. This study contributes to the development of sports communication research, particularly regarding the branding strategies of regional sports organizations in Indonesia.
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Copyright (c) 2026 Akhmad Dafa Setiawan, Limpad Nurrachmad, Dhitara Mrisas Agustina, Firman Taufik Saputra, Yavin Petra Yerdyano, Alif Muftifa Setyo Adji
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