The pandemic appears to be clearly behind NHL teams, which collectively raised $1.28 million (CA$1.7 million) in sponsorship money during the 2022-2023 season.
This is an impressive 21% increase over the same period last year.
Between August 23, 2022 and May 16, 2023, NHL teams signed 2,300 contracts with various companies, according to a report by SponsorUnited. The league added seven sponsors targeting the league as a whole.
Among them are the sandwich chain Jersey Mike’s and the heavy equipment manufacturer Caterpillar.
More than the NFL
According to SponsorUnited, the NHL’s growth is 21% ahead of the NFL (+14%) and the NBA (+4%).
However, it should be noted that the amounts collected by the NHL are lower than those of the other two leagues.
In terms of team sponsorships, the NFL generated US$2.1 billion (CA$2.8 billion) and a total of US$2.7 billion (CA$3.6 billion), including circuit-wide sponsorships.
In the NBA’s case, it’s $1.4 million (CA$1.9 million) in sponsorship money raised by the league’s 30 teams.
banks and alcohol
The financial services sector generated the largest revenue for the NHL at $219.4 million (CA$293.3 million), up 31% year over year.
Alcohol is also a sector closely linked to sport. We’re talking $104.2 million (CA$139.3 million), which is an 8% increase. In particular, there are new agreements with 14 tequila brands.
The category with the largest increase was media at $50.3 million (CA$67.3 million), an increase of 108%.
Sports betting also generated significant revenue at $50.7 million (CA$67.8 million), up 66%.
Getty Images via AFP
The Golden Knights are doing well with 152 sponsorship deals.
pullover
The appearance of commercial logos on NHL jerseys has created new revenue streams.
Thirteen teams, including the Montreal Canadiens, added sponsorship to their jerseys.
The two teams battling for the Stanley Cup Finals, the Las Vegas Golden Knights and the Florida Panthers, do well when it comes to sponsorships.
The Knights are top of their class with 152 deals while the Panthers have 99.