National Hockey League (NHL) teams saw great success when it pertained to their sponsorship revenue, rising by 21% over the course of the 2022-23 season.
According to a report by Sponsor United, NHL’s team sponsorship revenue grew more than the NFL’s (14%) and the NBA’s (10.5%) as the league garnered more advertising partners and revenue opportunities.
Overall, NHL teams acquired revenue from a record 70 advertisers for a combined sponsorship total of $1.28bn.
Financial company advertising made NHL teams the most revenue, topping the category list at $219m (+31%), followed by alcohol and beverage at $104m (+8%), automobiles at $103m (+25%), retail at $81.6m (+13%), and business services at $77m (+24%).
Since the repeal of PASPA in 2018 and the acceleration of US sports betting, it comes as no surprise that betting and gambling firms have garnered considerable exposure to hockey and other sports fans.
Betting and daily fantasy sponsorship companies held the second-highest revenue growth rate at 66% making $50.7m, falling behind the significant growth rate media sponsorship revenue growth rate of 108% at $50.2m.
NHL Conference Finalists the Carolina Hurricanes, Florida Panthers, Dallas Stars and Las Vegas Knights all grew their sponsorship deals by 12 last season compared to the league average of 2.5 last season, combining for 125 deals in total, 21% more than league average.
Sponsor United also notes that a key contributor to the NHL’s advertisement growth comes in the form of digitally enhanced dasherboards (DEDs), with over 700 brands purchasing DED space this past season allowing them to receive more exposure.
The report lists the Edmonton Oilers as the team in first when it comes to utilising DEDs, followed by the Montreal Canadiens, Winnipeg Jets, Toronto Maple Leafs, and the Calgary Flames.
Sponsor United also outlines social media impressions and engagement as a key metric in NHL teams establishing and growing their brands across all platforms, and to younger audiences as well.
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