Less hired to give BCHL more

BCHL hires Adam Less to pump up league brand with marketing strategies

The British Columbia Hockey League is taking a step forward in branding and marketing strategy.

The league announced Thursday the hiring of Adam Less as senior director of corporate partnerships and marketing. Less brings more than 30 years of marketing and advertising experience and will take on the task of enhancing the BCHL brand. His work will support member clubs’ efforts in their respective communities.

“Adam will be a vital part of our league moving forward and I’m excited to have him join our team,” said BCHL commissioner John Grisdale in a release. “He has a great deal to offer and his business experience is something the league will benefit from as we develop strategies for this season and the future.”

Less is eager to get started in the new role.

“I’m excited by the potential this league has to really define itself and build on the half century of equity it already has under its belt. I’m looking forward to helping the league reach the next level,” said Less. “Having worked with sports teams, organized major sporting events and built sponsor partner programs for years, I know what it takes to build a successful sports marketing product and I’m confident the BCHL’s best days are ahead of it.”

The desire to bring on someone with Less’ skill set is supported by each franchise.

“This is a new position for the league and one the board of governors feels is important,” said Duncan Wray, chairman of the BCHL executive committee and owner of the Vernon Vipers. “We are growing as a league and this is a logical step to take because Adam’s expertise and track record will enhance the BCHL brand and our ability to develop partnerships.”

Less’ work with the league begins immediately.

The league also announced on Wednesday that Grisdale, executive director Trevor Alto and communications director Brent Mutis have each signed three-year contract extensions.