Why 2025 Stanley Cup Final Means More Than Just Hockey

The (potential) sponsorship opportunity of a generation just played out on the ice 

It had been 32 years since a Canadian team lifted the Stanley Cup, and this year’s Finals brought that hope roaring back. The Edmonton Oilers battled through a dramatic series against the defending champion Florida Panthers in what turned out to be one of the most emotionally charged Finals in decades. For sponsors, it wasn’t just another playoff series - it had potential to be a major cultural moment that could amplify brand value.

With regards to overall reach, our data shows that 63% of Albertans engaged with the Oilers in 2024, compared to 48% of Floridians engaging with the Panthers. At the national level, an average of 2-in-5 (39%) Canadians engage with the Oilers annually - converting to 9.48MM consumers 

When fandom meets national pride, sponsors win big 

What made this year’s Finals so unique was the emotional divide. Both teams had strong home market engagement, but the depth of connection varied dramatically. Among engaged fans, 29% identify as passionate Oilers supporters, compared to just 13% for the Panthers.

This translates directly to sponsor value. When we look at brand favorability, 23% of engaged Oilers fans report being more favorable toward team sponsors, nearly double the 12% we see with Panthers fans. The math is clear: deeper emotional connection equals stronger sponsor support.

But there's a bigger story here. In Canada, 54% of consumers engage with Stanley Cup Playoffs annually - that's 13.22 million people. Compare that to the US, where a smaller percentage (40%) still converts to a massive 84.69 million consumers due to population size. The key difference? The cultural weight of hockey in each market.

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The Canadiana advantage: Why Oilers sponsors had more to gain 

Our recent research positioned the NHL as the second-most Canadian property behind only the Canadian Olympic Committee. This cultural salience creates a unique sponsorship environment where brands aren't just associating with a team - they're connecting with national identity. 

Here's what made this Finals special for Oilers sponsors: 

Cultural resonance: Hockey occupies a fundamentally different space in Canadian culture than it does in American culture  

Unified fanbase: Canadians coast-to-coast are rallying behind the Oilers as "Canada's team"  

Emotional stakes: A potential win would have ended a 32-year drought and created a national celebration  

Cross-country engagement: Interest stretched well beyond Alberta, magnifying sponsor reach

The Panthers and their sponsors faced a different challenge: defending their title while building deeper market penetration. Their 48% market engagement represents strong growth, but the passionate fan conversion tells us there's still room for sponsors to build stronger emotional connections. 

High-Stakes Moments Leave Lasting Lessons

The Four Nations Playoff earlier this year provided a preview of what happens when hockey meets heightened national sentiment. Canada's victory over the USA in those finals demonstrated the power of cultural momentum, something Oilers sponsors are experiencing firsthand right now. 

We've measured how these moments translate to real business impact. Brands that show up authentically during peak emotional engagement see measurable increases in favorability and purchase intent. The key is understanding that Canadian hockey fans don't just watch games, they experience them as cultural events. 

For Panthers sponsors, the opportunity lies in establishing Florida as the new hockey powerhouse. While their passionate fan base is smaller percentage-wise, it's growing in a market where hockey's cultural footprint continues to expand. 

What Comes Next for Sponsors?

For Panthers sponsors, the next challenge is clear: build on this momentum and continue to deepen fan relationships in a growing market. For Canadian brands, the Oilers’ playoff run highlighted the unmatched power of national pride and offered a reminder that the cultural weight of sport can still be a transformative marketing tool.

The key takeaway? The Stanley Cup Finals may be over, but the sponsorship lessons live on. Whether you’re leveraging national pride or building a local fan base, understanding the emotional landscape is the unlock.

Ready to explore how high-stakes moments can amplify your sponsorship strategy? Start a conversation about integrated sponsorship planning that captures both the passion and the practical value of sports marketing.