2025 Stanley Cup Final and NHL Financial Milestone
During the ongoing 2025 Stanley Cup Final, where the Florida Panthers are facing off against the Edmonton Oilers, the National Hockey League (NHL) is celebrating a significant milestone in its financial growth. According to a recent report by SponsorUnited, NHL franchises have collectively reached an impressive $1.53 billion in sponsorship revenue, marking a 9% increase from the previous year’s figure of $1.4 billion and a substantial rise of nearly 20% compared to the 2022-23 season.
NHL Sponsorship Revenue Comparison
Despite not including league-wide partnerships in its analysis, SponsorUnited’s findings indicate the NHL stands strong among its professional sports counterparts. The league’s revenue trails the NFL, which leads with $2.49 billion, and Formula 1 at $2.04 billion, as well as Major League Baseball at $1.90 billion, and the NBA at $1.62 billion. However, this places the NHL well ahead of Major League Soccer, which recorded a sponsorship revenue of $670 million. On average, each NHL team’s sponsorship deals are valued at about $529,000, slightly surpassing MLB’s average of $520,000.
Sponsorship Trends and Team Performance
Teams in the NHL have typically secured around 91 sponsorships each, with a 7% increase noted since the last season, showcasing the rising interest in brand partnerships. The types of sponsorships vary widely, ranging from ice rink signage and naming rights for exclusive seating areas to branding on Zambonis.
Leading the NHL in sponsorship deals is the Nashville Predators, boasting 141 agreements. Notably, the Edmonton Oilers, who recently tied the Stanley Cup Final series at 2-2 after a thrilling overtime victory in Game 4, are among the top contenders, ranking fourth with 119 sponsorships.
Revenue from Jersey Patches and Helmet Decals
Sponsorships related to jersey patches and helmet decals represent a crucial revenue stream, with jersey patch agreements each typically valued between $3.4 million and $4.2 million per season, which is lower compared to those in leagues like the NBA and MLB. Meanwhile, helmet sponsorships range from $900,000 to $1.2 million. For the 2024-25 season, the NHL added over 500 new sponsors, including high-profile partnerships like the Toronto Maple Leafs with Mondelez’s Oreos brand, the New York Islanders with AI tech company Viam, and the Philadelphia Flyers collaborating with local Chevrolet dealerships.
Significant Growth in Automotive and Financial Sectors
The automotive sector has seen significant growth, contributing an additional $8.5 million to sponsorship revenues this year, an increase of 8% from last year, and solidifying its position as the third-largest contributor to NHL sponsorships. Leading the charge, financial firms accounted for the highest revenue increase, adding $19 million, driven by partnerships such as the jersey patch deal between the Colorado Avalanche and IMA Financial Group. Overall, the business services category exhibited the most substantial growth of all, rising by 18% and adding $17 million in new sponsorship money.
