2023-24 NHL Jersey & Helmet Sponsorships

The 2023-24 NHL season marks the second year that teams can sell jersey patch sponsorships on game jerseys. Helmet sponsorships have also gained significant traction in the NHL, with more teams and players embracing the opportunity to showcase corporate logos on their headgear. These assets not only enhance brand visibility for sponsors but they also provide an additional revenue stream for teams.

Within the NHL there are a broad spectrum of brands, ranging from prominent global entities in finance and healthcare to localized and regional businesses that resonate with the distinct personalities, missions, and values of each team.

NHL Jersey Patch Sponsorships

NHL teams and fans are more open to the idea of jersey sponsors as other major sports leagues in North America such as the MLS, MLB, and NBA have been adopting jersey sponsorships.

Last year, 11 of the 32 NHL teams had jersey patch partnerships at the start of the season. To start the 2023-24 NHL season, 17 teams have jersey partnerships.

The top jersey sponsor industries (at the time of this blog) are financial (four brands), followed by healthcare (three brands), betting/gambling (three brands), automotive aftermarket (two brands), and insurance (two brands). The rest of the teams have a range of sponsors, from cyber security, food, and a non-profit jersey patch.

To give you a look at how teams showcase their jersey sponsors, we put together a Blinkfire playlist of posts featuring team’s jersey and listed out each team with their jersey sponsor below.

Philadelphia Flyers – IBX

Nashville Predators – Regions Bank

Vegas Golden Knights – Circa Sports

LA Kings – Mercury Insurance

Arizona Coyotes – Gila River Resorts & Casinos

Boston Bruins – Rapid7

Columbus Blue Jackets – Safelite

Florida Panthers – Autonation

Minnesota Wild – TRIA

Montreal Canadians – RBC

Pittsburgh Penguins – Highmark

St. Louis Blues – Stifel

Toronto Maple Leafs – Dairy Farmers of Ontario

Vancouver Canucks – TD Bank

Washington Capitals – Caesar’s Sportsbook

Winnipeg Jets – Canada Life

Seattle Kraken – Muckleshoot Indian Tribe

NHL Helmet Sponsorships: Home Games

Helmets have been a hot sponsorship asset that most teams across the NHL sell. Much like hockey jersey patches, this asset is seen when cameras zoom in on players throughout games. Of the 32 teams in the NHL, 27 teams have home game helmet sponsors.

The top home helmet sponsor industries (at the time of this blog) were financial (seven brands), followed by healthcare (four brands), software (two), automotive aftermarket (two brands), non-profit (two brands), Energy (two brands), telecom (two brands). The rest of the teams have a wide range of sponsors, from retail, food delivery, and construction.

Some teams have sold their home and away helmet assets to the same partners, but six teams have successfully sold them separately to different partners. One of the most interesting away helmet sponsorships comes from the New Jersey Devils. The Devils’ Buy Black Program presented by Prudential Financial awarded a black-owned, New Jersey-based business with their team’s away helmet asset along with other branded marketing opportunities throughout the season.

It’s evident that these branding opportunities are an integral component of teams’ revenue models. These partnerships not only reflect the diverse spectrum of industries that wish to align themselves with the NHL but also mirror the evolving dynamics of sponsorship in professional sports, providing both teams and sponsors a unique platform to connect with fans and enhance their presence on the ice. With a growing number of NHL teams embracing jersey and helmet sponsorships, it’s clear that these sponsorship assets offer a win-win scenario for all stakeholders.

Track and Value Hockey Assets with Blinkfire 

With Blinkfire, you are able to track and value all your hockey assets to create more profitable partnerships! Blinkfire can track social media, digital, streaming, and broadcast — all in one, easy to use platform. Check out all our reporting tools, powered by our patented AI and computer-vision.