National Hockey League (NHL) 2023-24 – Analyzing Sponsorship Deals, League and Brand/Partner Breakdown

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National Hockey League Business Analysis Report Overview

The estimated annual sponsorship revenue of the National Hockey League (NHL) is $480.05 million for the 2023-2024 season. The league follows a standard seasonal format, whereby each team completes 82 regular season games, 41 at home and 41 away. The teams are divided into two conferences, the East and West; these are then split into two sub-divisions which make up the main basis of competition for all franchises.

The National Hockey League (NHL) 2023-24 research report provides an overview of the current business landscape in NHL competitions. The report takes a closer look at the league from a social media, sponsorship, and media perspective. It also takes a closer look at the commercial setups of all the teams on an individual basis.

Annual Sponsorship Revenue (2023) $480.05 million
Key Broadcasters ·        ESPN

·        Turner

·        Rogers

Key Sponsors ·        Emirates Airline

·        Oppo

·        Polycab

·        IndusInd Bank

·        DP World

·        Nissan

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National Hockey League (NHL) 2023-24 – Broadcasters

The key broadcasters for the NHL 2023-24 season are ESPN, Turner, and Rogers. The start of the 2021-22 season marked a new era in the league’s media rights landscape, entering the first year of its most recently agreed seven-year deal. The new dealsplit rights between Disney-owned ESPN and Turner Sports-owned TNT.

As the primary broadcaster, ESPN will receive the greater share of Stanley Cup Finals broadcasts. ESPN will also air 25 games free-to-air on their ABC platform. For traditional broadcasters such as ESPN, trying to drive fans to streaming services, and paying more money for the rights ensures control by keeping new competitors at bay. The growing interest in such broadcasting rights is linked to betting brands and social media platforms.

Turner, a media company owned by Warner Media, announced its NHL rights in April 2021 on a seven-year deal ending in the 2027-28 season. The deal includes an extensive number of live exclusive regular season game rights, with its channel TNT, receiving exclusive rights to air the Stanley Cup Final in three of the four years, in 2023, 2025, and 2027. The rights in Canada are currently held by Rogers, one of the country’s biggest media rights groups. The deal was first announced in November 2013, under 12-year terms running between 2014 and 2026.

National Hockey League (NHL) Analysis by Broadcasters, 2023

National Hockey League (NHL) Analysis by Broadcasters, 2023

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National Hockey League (NHL) 2023-24 - Sponsorship

Adidas was the biggest sponsor of the NHL in 2023

The leading sponsors of the National Hockey League (NHL), 2023-24 are:

  • Adidas
  • Apple
  • Sportradar
  • Enterprise Rent-a-Car
  • Lays
  • Discover
  • Others

The league’s kit deal with Adidas remains the most profitable individual sponsorship deal for the 2023-24 season. The main sponsorship deals of the league are linked to different rights which affects the value of the sum paid, with many of the bigger names like Apple and Enterprise Rent-a-Car linked to broader rights that span both the United States and Canada and are granted more prominent branding opportunities throughout the season.

National Hockey League (NHL) Analysis by Sponsorship, 2023 (%)

National Hockey League (NHL) Analysis by Sponsorship, 2023 (%)

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The main context of this report is to illustrate the key developments in topflight Ice Hockey offering a key insight into the main commercial landscape of the sport, with a bit of context into how it compares to other major sports leagues worldwide. The report offers some industry-leading insight and analysis on one of the biggest sports leagues in the world, with a clear breakdown of the commercial revenue generated. It emphasizes the main sponsorship rights in the league and offers values against all major deals to understand the true value of the market.

Key Highlights

An overview of each team deal across the market, with an insight into where these deals are being found in terms of industry and brand location. It offers a comparison to the main deals associated with the league from an annual monetary perspective as well as the comparing the terms being signed. This includes looking at the deal and partnership length for each signed shirt deal this season.

Reasons to Buy

Ice Hockey is a very popular global sport, and the NHL is by far the biggest league within it. It offers industry insights into one of the big-five sports leagues in North America for the 2023-24 season.

Table of Contents

  • 1 Overview

    • 1.1 Executive Summary of the Report
    • 1.2 Overview of the league

  • 2 NHL Matchday Revenues

    • 2.1 Ticket Revenue Breakdown for each team

  • 3 Social Media

    • 3.1 League Breakdown of Followers
    • 3.2 Teams Breakdown of Followers
    • 3.3 Teams Year-On-Year
    • 3.4 Player Breakdown

  • 4 Media Landscape

    • 4.1 Main Domestic Broadcasters
    • 4.2 Stanley Cup Viewership
    • 4.3 Regional Broadcasters
    • 4.4 Global Market Broadcasters

  • 5 League Sponsorship

    • 5.1 Overview of the Market
    • 5.2 Partner Industry Breakdown
    • 5.3 Contract Breakdown
    • 5.4 All Deals Values
    • 5.5 Partner Location Breakdown

  • 6 Kit Supplier History

    • 6.1 History Breakdown of Team Kit Manufacturing Deals

  • 7 Helmet Sponsorship

    • 7.1 Overview of All Helmet Deals
    • 7.2 New Deals For 2023-24 Season
    • 7.3 Partner Location Breakdown
    • 7.4 All Deals Values
    • 7.5 Partner Industry Breakdown
    • 7.6 Partner Lengths

  • 8 Patch Sponsorship

    • 8.1 Overview of Deals
    • 8.2 New Deals For 2023-24 Season
    • 8.3 Partner Location Breakdown
    • 8.4 All Deals Values
    • 8.5 Partner Industry Breakdown
    • 8.6 Partner Lengths

  • 9 Team Sponsorship

    • 9.1 Industry Breakdown
    • 9.2 Team Values
    • 9.3 Team by Team Overview in Market
    • 9.4 Location Breakdown
    • 9.5 Number of Deals

  • 10 Appendix


Matchday Revenue Table

Social Media Charts

Media Deals Charts, Tables & Graphs

Stanley Cup Viewership Graph

Sponsorship Deals Graphs, Tables & Charts

League Kit Deals History Table

Helmet Tables and Charts

Shirt Patch Tables and Charts

Team Overview Sponsorship Graphs and Tables


COVID-19 Case Number Graphs by State

Average Attendances Graphs

Social Media Graphs

Ticket Losses Tables & Graph

Sponsorship Values & Breakdown Graphs

Helmet Sponsorship Graphs

Stadium Naming Rights Graphs

Team Sponsorship Breakdown Graphs

Team Sponsorship Revenue Graph

Individual Team Information Graphs

Frequently asked questions

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