Big Brands Behind NHL Sponsorship Deals

Updated: September 10, 2021

NHL is one of four major sports in North America. Although it lags a bit behind football, basketball, and baseball, it still attracts millions of viewers and lucrative sponsorship deals. The 32 teams get more than half a billion dollars annually from numerous brands. 

Last season, the professional hockey league introduced helmet sponsorship to boost revenue. Adding an extra space on the equipment for brand promotion helped with some financial issues for the teams and the club.

Big Brands Investing in Hockey

Everything is for sale in NHL, or so it seems from the 2020-21 season when NHL announced it would sell the division names to sponsors. Last season, the newly reorganized league had four divisions, and Discover, Honda, MassMutual, and Scotiabank were the sponsors of the league divisions. 

The price for helmet adds varied depending on the market. Big-market teams like Rangers, Maple Leafs, or Capitals can get more than $1 million, while small-market teams get more minor sponsorship deals. 

Financial institutions like credit unions and banks are among the most common sponsors, but you can find numerous unusual ones like Ohio health. 

Vegas Golden Knights turned to the town’s most known niche, the gaming industry. On the very long list of sponsors for the Knights, you can find Circa Casino and Sports Book, MGM Resorts, and other gaming companies. Most of them are land-based gaming providers, but some offer online casinos. As well, sponsors hope you will turn on video poker or Canadian slots in-game breaks. Getting to the customers is not only an igaming idea. All brands invest heavily in sports with the same bottom line.

Banks and Other Huge Companies

Geography plays a vital role for some teams. For example, Dallas Stars, just like their NFL Cowboys neighbours, run on AT&T money. A substantial American telecom company appeared on Stars helmets the previous season. 

Bell is another telecommunication giant that invests in NHL. Canadian provider stands behind Winnipeg Jets and Montreal Canadians. The Canadians also have Bell arena, which is their long-term sponsor. 

Big Canadian financial institution Scotiabank sponsors one of the league divisions. Still, on top of that, the bank has its name on the Scotiabank Saddledome, where Calgary Flames play their home games. They also support Toronto Maple Leafs, who play in Scotiabank Arena.

Many teams have similar arrangements in the US. For example, Washington Capitals play in the Capital One Arena, and the banking institution also appears on their helmets. 

Prudential Financial are sponsors of New Jersey Devils and their Prudential Center. United Wholesale Mortgage is another financial giant involved in NHL, as the sponsor for Detroit Red Wings.

Health Services Providers

Some sponsors are somewhat surprising. Many healthcare providers are sponsors of hockey teams. Dignity Health is Arizona Coyotes’ sponsor, while Buffalo has Roswell Park Comprehensive Cancer Center on its helmet. 

Current Stanley Cup winner Tampa Bay Lightning and printing equipment company Dex Imaging have Tampa Bay General Hospital as a sponsor. All teams have a long list of sponsors, and other exciting niches stand behind hockey. Luckily for fans, corporate sponsors still believe in NHL, which means fans will still have the best global talents skating in North American arenas.

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