NHL Teams Earn High Sponsor Income of $1.5 Billion, Increase by 9% in Value
Hittin' the Ice: NHL Teams Break Sponsorship Records
The hockey season is heating up, and it's not just about the intense battles on the ice. The National Hockey League (NHL) has swung a major win off the rink, racking up a record-breaking $1.53 billion in sponsorship revenue. That's a whopping 9% increase from last season's $1.4 billion and a nearly 20% surge from the 2022-23 season!
Sports marketing firm, SponsorUnited, has the juice on these numbers, but they don't factor in league-wide deals. Nonetheless, the NHL holds its own against other pro sports leagues like the NFL ($2.49 billion), Formula 1 ($2.04 billion), Major League Baseball (MLB) ($1.90 billion), and basketball's National Basketball Association (NBA) ($1.62 billion). The NHL even leaves Major League Soccer (MLS) in the dust with its $670 million.
The average NHL team signs a sponsorship deal worth a solid $529,000. Compared to MLB, it's a slight edge for hockey. Teams average around 91 sponsorships, with deal volume up 7% since the 2022-23 season. Sponsorship deals range from board signage along the ice to Zamboni branding.
The Nashville Predators lead the league with a mighty 141 deals, while ten teams boast over 100 agreements. The Oilers, after their epic 2-2 comeback in the Stanley Cup Final, rank fourth with 119 deals.
Jersey and Helmet Patches: Big Money
Jersey patch deals range from $3.4 million to $4.2 million per season, with lower price points compared to NBA, MLB, or MLS. Helmet decals fetch between $900,000 and $1.2 million. Notable helmet deals for the 2024-25 season include the Toronto Maple Leafs partnering with Mondelez's Oreos, the New York Islanders teaming up with AI-focused tech company Viam, and the Philadelphia Flyers connecting with local Chevy dealerships.
These deals helped the auto sector score an additional $8.5 million in sponsorship spend, marking an 8% increase year-over-year. The auto sector remains the third-biggest sector for the league. Financial firms led the way with an additional $19 million spend (+8%), trailed closely by business services with $17 million in new growth (a 18% increase).
Parting Thoughts
The NHL's incredible sponsorship revenue growth demonstrates that there's a puck-load of potential for this sport. Even though the NFL still leads the pack in overall annual revenue, the NHL is making its mark within the sports industry, thanks to smart media deals and a focus on digital and sponsorship revenue [5]. Keep an eye on these hockey hustlers—they're moving the puck in the right direction!
Bonus Tidbit
Get ready for the Oilers Stanley Cup Final home games to shatter NHL attendance records [3]! That's a double whammy of excitement for Edmonton fans!
References
[1] SponsorUnited data: https://www.sponsorunited.com/nhl-sponsorship-revenue-2024-2025-season/
[2] Formula 1 sponsorship revenue: https://www.formula1.com/en/latest/headlines/2024/3/formula-1-announces-record-20-million-sponsorship-revenue.html
[3] Oilers Stanley Cup Final home games to produce NHL record gates: https://www.edmontonjournal.com/sports/hockey/nhl/oilers-stanley-cup-final-home-games-to-produce-nhl-record-gates-30106644
[4] Formula 1 sponsorship revenue comparison: https://www.businessofstartups.com/formula-1-revenue-expenses/
[5] Overall financial growth in the sports industry and comparison to the NFL: https://www.statista.com/topics/1113/sports-industry-in-the-us/
- Naming rights for sports facilities are increasingly sought after in the NHL, with an average deal worth around $529,000 per team.
- In the upcoming season, notable sponsorship deals include the Toronto Maple Leafs partnering with Mondelez's Oreos, the New York Islanders teaming up with AI-focused tech company Viam, and the Philadelphia Flyers connecting with local Chevy dealerships, which could potentially feature helmet decals worth between $900,000 and $1.2 million.
