NHL Report 2022-23

June 6, 2023

SponsorUnited’s exclusive NHL Marketing Partnerships Report examines insights on the record-breaking 2022-2023 season.

NHL team sponsorship revenue rose by 21% YoY to $1.28B, outpacing growth in all other major pro sports leagues, including the NFL. This impressive surge mirrors a record 70 sponsors and a 6% increase in viewership on ABC and ESPN.

  • Betting & Daily Fantasy sponsorships surged a remarkable 185% this season.
  • Digitally enhanced dasherboards (DEDs) are revolutionizing the NHL sponsorship landscape.
  • Conference final teams (Panthers, Hurricanes, Knights, Stars) averaged 125 sponsorships combined, 21% more than the NHL average.


This report offers an in-depth analysis of brand sponsorships, endorsements and social engagement across the National Hockey League (NHL) and its athletes. Compiled using SponsorUnited’s proprietary platform, the data encompasses more than 2,300 brands, 360 assets, and over 44,000 social posts. The report was jointly authored by SponsorUnited’s Marketing Research & Insights and Marketing Departments, using data from January 2018 through May 2023.

About SponsorUnited:

Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform. SponsorUnited enables brands, rights holders and agencies to partner more effectively. By connecting the entire sponsorship ecosystem through the most comprehensive data available anywhere, SponsorUnited is fueling smarter partnerships.

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