NHL Marketing Partnerships 2023–24 Report
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.
Methodology:
This report offers an in-depth analysis of brand sponsorships, endorsements, and social engagement across the NHL, encompassing more than 6,000 brands, 150 athletes, and 43,500 social posts from May 15, 2023 to May 15, 2024.
Sponsorship deal count across the league and its teams includes both the parent company and its sub-brands. In cases where a parent company secures a sponsorship deal and provides exposure for multiple sub-brands, each sub-brand's exposure is counted as a separate, individual deal.
Social data was collected using SponsorUnited's proprietary social media tracking metrics—specifically "Total Engagement" and "Followers Engaged" (Engagement Rate). Data was compiled from property or person-controlled accounts on Instagram, Facebook, X (Twitter), TikTok, and LinkedIn, as well as social activity metrics. Sponsorship data was gathered from multiple sources, including observed brand placements in-game and during broadcasts, team websites, and official announcements.
This report was jointly authored by SponsorUnited's Marketing and Analytics teams. Data for this report was sourced from SponsorUnited's extensive database, which tracks and analyzes sponsorship activity across all major NHL teams and athletes.
About SponsorUnited:
Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. We provide unrivaled knowledge across the sponsorship and media landscape so our clients can make impactful decisions that drive business.
With over 360,000 brands, 1.8 million deals, and 16.6 million data points across sports, entertainment, media, and talent, our SaaS database enables brands, rights holders, and agencies to partner more effectively. By delivering real-time trends, on-demand research, and the most comprehensive data available, we connect the entire sponsorship ecosystem and are rewriting the partnership playbook.
