Most Valuable Sports Teams: A Sponsor’s Guide to Investing in NHL Team Sponsorships

June 21, 2024
SponsorPulse Staff

Photo by Klim Musalimov, courtesy of Unsplash

Discover four essential ways to analyze and engage your sports fan base using data, including fan size and engagement, key demographics, digital behavior insights, and find highest value sports team.

As the 2023/24 NHL season wraps up with thrilling matches between the Edmonton Oilers and the Florida Panthers, it’s clear that the National Hockey League (NHL) is on a high.

This year’s Stanley Cup playoffs have garnered the highest viewership since 1996, and with over 22.5 million fans attending games, the NHL has set a new attendance record.

These popularity levels create exciting opportunities for brands looking to tap into the passionate NHL fan base. But with so many teams vying for sponsorship dollars, where do you begin?

This article delves into the top five most valuable NHL team sponsorships, using SponsorPulse's Opportunity Value to guide investment decisions.

Top 5 Most Valuable NHL Teams for Sponsorships

The following teams carry the highest Opportunity Value of all NHL clubs.

New York Rangers
Los Angeles Kings
Chicago Blackhawks
New York Islanders
Boston Bruins

Let's break down some of the data to understand why these teams stand out.

Understanding SponsorPulse’s Opportunity Value

SponsorPulse’s Opportunity Value is a fan-driven, data-backed methodology that provides brands with investment recommendations. It reflects a team's engagement, excitement, intensity, and overall fan perception and helps sponsors estimate potential investment returns.

By analyzing fan interactions and sentiments, SponsorPulse determines a recommended investment range for sponsors at different levels, from naming rights to local activations.

With that knowledge in mind, let’s look at what makes these properties so powerful in the realm of sponsorships.

Breaking Down the Numbers

Team: New York Rangers

Midrange Opportunity Value between $2.2 and $3.1MM USD / Year

The New York Rangers top the list with a state-based Opportunity Score of 30, ranking them #33 of 649 sponsorship properties in the state. The team's engagement rate is 48%, with 50% intensity (engaging weekly or more), and 14% of fans converting to consider purchasing its sponsors.

These metrics highlight the team’s strong connection with their fans, making them a desirable option for sponsors.

Team: Los Angeles Kings

Midrange Opportunity Value between $2.1 and $3MM USD / Year

The Los Angeles Kings fall into the second spot, with a state-based Opportunity Score of 20 in California. The Kings achieve 39% engagement and 40% intensity, with 12% of their audience passionately engaging with the team.

As a team based in a primary market, the Kings offer significant exposure and engagement potential for sponsors.

Team: Chicago Blackhawks

Midrange Opportunity Value ranges from $1.5 to $2.2MM USD / Year

The Chicago Blackhawks have a state-based Opportunity Score of 38 in Illinois, cracking the top 10 sponsorship opportunities in the state. The team has exceptionally high engagement at 54%, with 48% of them engaging intensely. With the arrival of Connor Bedard, the team’s momentum is 28%, underscoring the team’s forward looking potential.

The Blackhawks present a compelling investment for sponsors looking to capitalize on a rapidly expanding audience.

Team: New York Islanders

Midrange Opportunity Value range between $1.8 and $2.6MM USD / Year

The New York Islanders, with an Opportunity Score of 24 in New York, boast 46% engagement, 27% excitement, and 11% of the fan base becoming more favorable toward its sponsors.

Despite being in the shadow of their city rivals – the Rangers – the Islanders maintain a passionate and dedicated fan base, making them a valuable property for sponsors.

Team: Boston Bruins

Midrange Opportunity Value between $1.4 and $2MM USD / Year

Rounding out the top five are the Boston Bruins, with a state-based Opportunity Score of 47, which makes them the fifth ranked sponsorship opportunity in Massachusetts. The Bruins have a better than solid 59% engagement rate, 54% intensity, 48% excitement, and 17% of its fans stating they’re more likely to purchase brands that sponsor the team.

The Bruins’ vital engagement metrics and intense fan loyalty make them an attractive option for brands seeking impactful sponsorship opportunities.

Lessons Learned

Similar to other sports, teams from major markets like New York and Los Angeles naturally present higher sponsorship values due to their extensive reach and media presence.

Overall, the NHL presents a dynamic landscape for brands seeking impactful sponsorships. While these top five teams offer exceptional value, it’s crucial to remember that the ideal partner depends on your specific marketing goals and target audience.