Cause-related sponsorship campaigns in the NHL grew 23% this year over last–placing the league second only to the NFL in activating community/cause-related assets in professional sports. Following the recent release of SponsorUnited’s NHL 2021-2022 Marketing & Partnerships Annual Report, here’s a quick look at the biggest cause-related sponsorship takeaways this season.
More than 320+ brands activated NHL community/cause-related campaigns–led by Scotiabank, which launched multiple campaigns with the NHL and four Canadian teams (the Toronto Maple Leafs, Montreal Canadiens, Winnipeg Jets, and Edmonton Oilers). Other brands with the highest frequency of these campaigns were as follows:
- TD Bank
- EverFi
- Ford Motor Company
- Northwell Health
- Bauer Hockey
- Chase
- SAP
- adidas
- Tim Hortons
- Kaiser Permanente
- Esso
- Boeing
- Budweiser
- Stop & Shop
- Dunkin’
- National Grid
- Love Your Melon
- Toyota
- BMO Harris Bank
Financial brands led all industries, overtaking Healthcare brands as the most active supporter of causes. Insurance, Technology, and Auto (in that order) rounded out the top-five industry categories, which alone contributed to almost half of all NHL cause-related sponsorship campaigns.
To learn more, check out the SponsorUnited NHL 2021-2022 Marketing & Partnerships Annual Report at https://sponsorunited.com/nhl-partnerships-report/.
