The National Hockey League (NHL) has fully embraced on-ice corporate partnerships, with a significant number of its teams now showcasing sponsor logos on both their jerseys and helmets. Currently, 27 out of the league's 32 teams feature jersey sponsors, representing a substantial 84% adoption rate. Helmet sponsorships have seen even wider uptake, with 31 teams displaying corporate branding on their headwear. This widespread integration of sponsorships underscores the growing recognition of the NHL's valuable marketing platform for a diverse array of businesses.

Examining the brand landscape reveals a significant presence from the financial sector in jersey sponsorships, accounting for approximately 20% of the 35 distinct brands. For instance, the Royal Bank of Canada (RBC) has its logo featured on the home jerseys of the Montreal Canadiens. While the financial sector also represents a notable portion of helmet sponsorships, accounting for around 14% of the 46 total helmet brands, other industries are also heavily involved. For example, Chevrolet is a helmet sponsor for the Philadelphia Flyers, and Lenovo sponsors the helmet of the Carolina Hurricanes. These examples illustrate the diverse range of companies leveraging helmet branding for visibility.

Several brands are strategically leveraging the NHL's broad appeal through multi-team sponsorships on both jerseys and helmets. The Alberta rivalry, for example, sees Play Alberta as the jersey sponsor for both the Edmonton Oilers and the Calgary Flames, with GameSense also sponsoring the helmets of both these teams. Elsewhere, Circa Sports gains visibility on the home jersey of the Chicago Blackhawks and the regular jersey of the Vegas Golden Knights. Bell Media, meanwhile, has established helmet sponsorships with both the Montreal Canadiens and the Winnipeg Jets.