The NHL jersey patch market continues to gain momentum, with two major announcements highlighting the asset’s growing value. The New York Rangers named Game 7 as their first-ever official jersey patch partner, while the Washington Capitals unveiled a new multi-year agreement with Coupang to feature on their home and third jerseys beginning in the 2025–26 season. For both franchises, these moves represent milestone moments — for the Rangers in launching their patch program, and for the Capitals in reshaping theirs with a new brand partner.

The Business Case for Jersey Patch Sponsorships

The business case behind these deals is compelling. Last season, the average primary jersey patch deal across the NHL was $4.4M, calculated at the team level (ensuring clubs with both home and away patches aren’t double-counted). Banking brands led the way with 14% of deals, a sign of the category’s long-standing commitment to high-visibility sponsorship. A nuance unique to the NHL is that clubs can sell patches on home and away jerseys separately, and in some cases even on practice or alternate (“third”) jerseys. This model not only multiplies available assets but also creates opportunities for brands to choose where they want to appear.

Momentum from Recent Deals

Several teams activated these opportunities heading into the 2024–25 season. The Detroit Red Wings signed their first-ever jersey patch deal with Priority, covering both home and away sweaters. The Anaheim Ducks introduced Visit Anaheim as an inaugural away jersey patch partner, while the Montreal Canadiens expanded their program by adding Air Canada to their away jerseys to complement RBC on their home uniforms. The Chicago Blackhawks also announced a home jersey patch with Circa Sports. Together, these signings underscored the NHL’s flexibility in selling jersey inventory — some teams opting for full coverage, others selectively offering home or away patches.

Beyond the Patch: Activation Assets

Another important dimension of these deals is the activation package that typically comes with them. In over 90% of NHL jersey patch agreements, brands also receive a suite of complementary assets, including: projections on the sideline surface, presence on the NHL-created DEDs, a ribbon board digital ad, dasher board signage that is TV-visible, a video board digital ad, and official sponsorship rights with use of team marks. These assets significantly amplify visibility beyond the patch itself, ensuring brands gain multi-platform exposure inside arenas and across broadcasts.

The Capitals–Coupang Example

The Capitals–Coupang deal adds a new layer of insight into this evolving landscape. Announced in September 2025, the agreement places Coupang’s logo on both home and third jerseys, replacing Caesars Sportsbook as a prior patch partner. This shift illustrates how competitive the marketplace has become: patch sponsorships are not only about filling open slots but also about refreshing brand alignment and optimizing value. With the Rangers activating for the first time, and the Capitals pivoting to a new partner, the NHL jersey patch market continues to grow in visibility, diversity, and strategic importance for brands looking to make an impact with hockey fans.

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