As the NHL completes its season with a rematch of last year’s Stanley Cup Final between the Florida Panthers and Edmonton Oilers, the league has shown continued growth in the health of its sponsorship ecosystem. Team sponsorship revenue reached $1.53 billion this season, up 9% year-over-year and nearly 20% since the 2022–23 season. The NHL and its teams continue to innovate in the sponsorship space, whether by adding new industries or segmenting their assets to increase inventory and allow more brands to take advantage of exposure opportunities. As a result, the average sponsorship deal per team has continued to rise, reflecting growing enthusiasm for the league.

The 2025 Four Nations Face-Off, which replaced the traditional All-Star Game, was one of the biggest buzz generators the league has seen in years. It was headlined by the face of the league, Connor McDavid, scoring the overtime winner for Team Canada to defeat rival United States in the final game. Though just an exhibition, the eight-day tournament significantly boosted interest in the remainder of the 2024–25 season and helped build anticipation for the 2026 Winter Olympics in Italy, where hockey fans will next see best-on-best international hockey.

Using SponsorUnited’s proprietary SPND pricing intelligence, this report uncovers the spend trends, asset strategies, and social performance that defined the 2024–25 season—empowering brands and teams to better benchmark, negotiate, and optimize their deals in an increasingly dynamic sponsorship economy.

Our NHL Marketing Partnerships 2024-25 report offers brands the insights needed to navigate the evolving NHL sponsorship landscape, identify key opportunities, and maximize the impact of their partnerships in one of the largest leagues in North America. Authored by SponsorUnited's Marketing, Business Intelligence, and Analytics teams, the report encompasses more than 1,900 brands, 3,000 deals, and 46,500 social posts from September 4, 2024, to April 17, 2025.