SBD/July 17, 2017/Marketing and Sponsorship

NHL Credit Card Partners Discover, Visa See New Highs With Respect To Fan Awareness

Nearly one third of NHL fans correctly identified Visa as one of the league's official credit card partners, the highest such rate in the 11-year history of the league’s sponsor loyalty study, fielded annually for SBJ/SBD by Turnkey Sports & Entertainment. Visa has been the league’s Canadian partner since '08. Discover, the NHL's U.S. credit card partner since '10, also enjoyed its highest awareness level ever. However, although Discover and Visa both enjoyed an increase in their awareness levels over the past few seasons, both partners are less recognized than other major league credit card partnerships.

See more on NHL sponsor loyalty in this week's SportsBusiness Journal.

MAJOR-LEAGUE CREDIT CARD DEALS: FAN AWARENESS LEVELS
LEAGUE
PARTNER (SINCE)
MOST RECENT AWARENESS LEVEL*
NCAA
Capital One ('10)
49.3%
NFL
Visa ('95)
40.1%
MLB
MasterCard ('97)
35.5%
NHL
Visa** ('08)
32.3%
NBA
American Express ('10)
23.0%
NHL
Discover** ('10)
16.3%
NASCAR
Credit One ('16)
16.30%

NOTES: * = Surveys are conducted during each property's postseason. ** = Visa has held the Canadian rights since '08; Discover has been the U.S. rightsholder since '10.

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