The NHL has experienced significant growth in recent years, solidifying its position as a premier professional sports league. For brands looking to establish or enhance their market presence, the NHL offers a valuable partnership opportunity with increasing global viewership and a passionate fan base. As the league expands its digital presence and embraces new marketing technologies, brands have unprecedented opportunities to enhance visibility, increase brand awareness, and reach new audiences. The dynamic and engaging environment of the NHL, coupled with its loyal and energetic fan base, provides an ideal platform for brands to connect with consumers in meaningful ways.

In this year's NHL report, we explore a landscape marked by significant growth and strategic innovation, revealing how traditional powerhouses and emerging brands are redefining engagement through creative sponsorships. The surge in team sponsorship revenue, diversification across new brand categories, and advancements in digital signage and virtual assets are creating exciting new pathways for brands to enhance their visibility and deepen fan connections.

With the $1.4 billion in team sponsorship revenue and a notable increase in digital asset utilization, we’re excited to present our NHL Marketing Partnerships 2023–24 report. This comprehensive analysis provides brands with the insights needed to navigate and capitalize on the dynamic opportunities within the NHL's evolving sponsorship landscape. Authored by SponsorUnited’s Marketing Research and Analytics teams, the report encompasses more than 6,000 brands, 150 athletes, and 43,500 social posts from May 15, 2023 to May 15, 2024.

‍