The pandemic seems well and truly behind the NHL teams, which collectively garnered a total of US$1.28 billion (CA$1.7 billion) in sponsorships during the 2022-2023 season.
This is an impressive increase of 21% compared to the same period last year.
According to a report by SponsorUnited, NHL teams signed 2,300 deals with various companies between Aug. 23, 2022 and May 16, 2023. The league has added seven sponsors that target the entire league.
Among them are the sandwich chain Jersey Mike’s and the heavy equipment manufacturer Caterpillar.
More than the NFL
According to data from SponsorUnited, the NHL’s 21% increase exceeds those of the NFL (+14%) and the NBA (+4%).
However, it should be noted that the amounts collected by the NHL are less than those of the other two leagues.
In terms of team sponsors, the NFL generated US$2.1 billion (CA$2.8 billion) and a total of US$2.7 billion (CA$3.6 billion) including sponsorships that cover the entire circuit.
In the case of the NBA, we are talking about US$1.4 billion (CA$1.9 billion) for sponsorships collected by the league’s 30 teams.
Banks and alcohol
The financial services sector generated the most revenue for the NHL with an amount of US$219.4 million (C$293.3 million), an increase of 31% compared to last year.
Alcohol is also a sector closely associated with sport. We are talking about US$104.2 million (CA$139.3 million), an increase of 8%. In particular, there are new agreements with 14 brands of tequila.
The category that saw the greatest increase was media with US$50.3 million (C$67.3 million), an increase of 108%.
Sports betting also generated significant revenue with US$50.7 million (C$67.8 million) for an increase of 66%.
Getty Images via AFP
The Golden Knights are doing well with 152 sponsorship deals.
Sweaters
The appearance of commercial logos on NHL jerseys has created new revenue streams.
Thirteen teams, including the Montreal Canadiens, have added sponsorship to their jerseys.
The two teams vying for the Stanley Cup Finals, the Las Vegas Golden Knights and the Florida Panthers, are doing well when it comes to sponsorships.
The Knights are top of the class with 152 deals, while the Panthers have 99.