NHL Jersey-Helmet Sponsor Alliances Score Stanley Cup Playoff Ice Time

By Barry Janoff

May 12, 2025: The NHL is getting a lot of national airtime during the Stanley Cup Playoffs, and so too are the brands that are part of the league’s helmet and jersey sponsorship platform.

The NHL first allowed teams to sell helmet sponsorships in 2021-22, followed by jersey patch deals in 2022-23.

This past season, 27 of the league's 32 teams featured jersey sponsors, a 84% adoption rate.

Helmet sponsorships have seen even wider alliances, 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,” according to a new study from research, marketing and consulting firm SponsorUnited.

All eight of the teams still in the NHL playoffs have helmet and/or jersey sponsorship alliances.

SponsorUnited said the average jersey deal worth $3.9 million a year and $2.1 million for helmets.

Leading the way is the Toronto Maple Leafs, which signed a multi-year alliance with Mondelēz Canada, valued at $22.6 million, anchored by the Oreo logo on helmets.

"Our iconic brand Oreo is always looking to strengthen relevance with consumers via meaningful partnerships, and we are beyond excited to announce our playful connection with the Toronto Maple Leafs this season" Chantal Butler, vp-marketing, Mondelēz Canada, said via the company when the deal was unveiled this past September.

“It's a special privilege to have our logo placed on the helmets of one of Toronto's iconic and beloved teams and we're excited to engage with fans all season long and take the consumer experience to the next level."

However, the Washington Capitals may have received the most media-play with their jersey and helmet alliances, thanks to Alex Ovechkin and his pursuit of Wayne Gretzky to become the all-time NHL goal scorer.

The Capitals and Ovechkin have TikTok on their jersey and Capital One on helmets via deals valued at $10.4 million by research brand Statista.

According to SponsorUnited, “Examining the brand landscape reveals a significant presence from the financial sector in jersey sponsorships, accounting for approximately 20% of the 35 distinct brands.

““The financial sector also represents a notable portion of helmet sponsorships, accounting for around 14% of the 46 total helmet brands.

Among the other six teams still in the Stanley Cup Playoffs, the Carolina Hurricanes have Lenovo on helmets Nucor steel on jerseys (valued at $10.6 million); the Dallas Stars have Energy Transfer at home, 7 Eleven away ($17 million value); the Edmonton Oilers display Play Alberta at home, Skip the Dishes away ($14.5 million value); the Florida Panthers work with Visit Lauderdale ($7 million value); the Vegas Golden Knights feature Credit One Bank at home, Naqvi Injury Law away ($9 million value); and the Winnipeg Jets have Bell Media branding ($8 million).

By comparison, since its introduction in 2017-18, the NBA’s jersey patch program has “evolved from a modest branding test into a high-value asset—and as postseason stakes rise, so too does the visibility and influence of these sponsorships,” according to SponsorUnited.

The league generates an estimated $285.8 million to $293.83 million from these partnerships
.

This past season, 27 of the league’s 30 franchises featured jersey patch sponsors. According to SponsorUnited, financial institutions continue to dominate the category, with a growing presence from consumer tech and travel brands.

The growth trajectory of the program showcases its expanding strategic value. The number of participating teams has climbed incrementally — 26 in both the 2022–23 and 2023–24 seasons, rising to 27 this year.

“Alongside financial services, travel and tourism brands have emerged as key players, with GetYourGuide and Experience Abu Dhabi — the New York Knicks’ patch sponsor — reflecting a broader trend of global audience engagement,” according to SponsorUnited.

Jersey patch alliances among the final eight NBA teams in the playoffs:

Boston Celtics: Amica

Cleveland Cavaliers: Cliffs

Denver Nuggets: Ibotta

New York Knicks: Experience Abu Dhab

Golden State Warriors: Rakuten

Indiana Pacers: Spokenote

Minnesota Timberwolves: Sezzle

Oklahoma City Thunder: Loves

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