“The NHL’s multi-layered broadcast sponsorship technique and increasing social media ecosystem are delivering unmatched worth for sponsors,” stated Jay Prasad, CEO of Relo Metrics.
Click on right here to unlock the complete copy of the 2024 NHL Manufacturers Perception Report
Broadcast Nonetheless Dominates, However Digital is Gaining Severe Floor
Broadcast accounted for 93% of whole SMV, proving it is nonetheless the gold commonplace relating to constant sponsor visibility. That stated, social media is catching up quick, with a 67% year-over-year improve in worth—fueled by extra content material, player-focused storytelling, and viral moments.
Tik Tok is Hockey’s Breakout Platform
TikTok exploded this season:
- +62% in branded content material posts
- +38% in engagements per publish
- +27% in exposures per publish
Mic’d-up moments, crowd reactions, and behind-the-scenes content material resonated most. Apparently, high-performing posts got here not simply from NHL-owned channels but in addition from media accounts like @espn, @cbssports, and @anaheimducks.
Cultural Moments Drive Huge Model Worth
Two occasions delivered enormous spikes in publicity:
- 4 Nations Face-Off changed the All-Star Recreation, and its content material drove 120% extra media worth than final yr’s All-Star Week.
- Alexander Ovechkin’s record-breaking purpose created one of many season’s most shared moments.
Broadcast Stock Continues to Ship
The NHL produced extra model exposures per sport than the NBA, MLB, or NFL—22% greater than the next-highest league—because of the depth of its stock and strategic digital camera angles.
High-performing broadcast property included:
- Digitally Enhanced Dasherboards (DEDs): $499M in worth
- Middle ice logos
- Static dasherboards
Zone placement mattered: DEDs positioned in Zones 2 and 4 averaged the best display screen time per cycle, making them prime actual property for advertisers.
Who Gained the Season? A Have a look at the High Performing Manufacturers
The 2024–25 season noticed 3,574 manufacturers acquire publicity, with 357 of them surpassing $1M in media worth. High manufacturers by whole SMV included:
- Scotiabank – $26.1M
- CCM – $27.1M
- Toyota – $30M
- FanDuel – $22M
- Bell – $29.8M
Monetary Providers emerged as the highest class, with 35 manufacturers within the sector clearing the $1M mark. Telecom worth was extremely concentrated amongst a couple of main gamers—Bell, Rogers, Verizon, and Spectrum—every benefiting from high-visibility partnerships and naming rights.
Click on right here to unlock the complete copy of the 2024 NHL Manufacturers Perception Report.
