NHL sponsor roster grows to record 74 sponsors with 11 new brands

The NHL heads into the All-Star break with a record 74 sponsors, reports SBJ's David Broughton.

The number of U.S.-only partners stands at 14 (up from six for the 2018-19 campaign), while the league's 21 Canada-only brands is up from eight four seasons ago. Much of the growth has come with the addition of new consumer-facing categories, as Jersey Mike's, Tylenol, Kal Tire and AstraZeneca, are among the 11 new sponsors activating in the U.S. and/or Canada. The continued expansion of sports betting in North America has also been a boon.

Boston Beer (which activated primarily with its Truly Hard Seltzer brand), Guaranteed Rate (mortgage), OFX (currency), Pinty’s (fresh and frozen meat) and Clutch (online used car sales) did not return as league sponsors after the 2022-23 season.