Jersey sponsors are prominent across international soccer, the NWSL, WNBA, NBA, MLB and NHL, but the NHL also has helmet sticker sponsors, an additional on-uniform sponsorship opportunity.
The NHL allowed teams to sell helmet sponsorships in 2021, a year before they allowed jersey partners. Like jersey patches, helmet partners are prominently shown in close shots and replays on broadcasts, as well as social media content with players in uniform.
Three years into this sponsorship program, most of the league has a partner logo on their helmets. Ahead of the 2024/25 NHL season, these are the NHL teams with helmet sponsors.
Social media data is based on team Twitter, Instagram, Facebook and YouTube content during the 2023/24 regular season (10/10/23 – 4/19/24). Social value is calculated based on impressions, engagements and video views using industry standard CPM, CPE and CPV values. Follower count is combined Twitter, Instagram and Facebook followers at beginning of 2024/25 season.
NHL helmet sponsors
Anaheim Ducks: OC Navigator
Boston Bruins: TD Bank
Buffalo Sabres: Trusted Nurse Staffing
Carolina Hurricanes: Lenovo
Chicago Blackhawks: Belle Tire
Colorado Avalanche: Kiewit
Detroit Red Wings: Meijer
Calgary Flames: Play Alberta (Home) & Telus (Away)
Dallas Stars: Energy Transfer (home) & 7 Eleven (Away)
— Dallas Stars (@DallasStars) January 25, 2024
HOW ABOUT THAT FOR MATT MURRAY'S FIRST CAREER @NHL SHUTOUT?! pic.twitter.com/T8ZTUEDdaE
— Dallas Stars (@DallasStars) January 9, 2024
Columbus Blue Jackets: Bread Financial (home) & SealMaster (Away)
Edmonton Oilers: Play Alberta (home) & Skip The Dishes (Away)
Just a casual 5-point night for this guy 🫡 pic.twitter.com/USbn0RmmL9
— Edmonton Oilers (@EdmontonOilers) November 27, 2023
Florida Panthers: Visit Lauderdale
LA Kings: Blue Shield California (Home) & American Express (Away)
Minnesota Wild: Toyota
A good night in the State of Hockey 🫡#mnwild pic.twitter.com/cCFB2JSJot
— Minnesota Wild (@mnwild) November 29, 2023
Montreal Canadiens: Bell (Home) & CIBC (Away)
Nashville Predators: Vanderbilt Health
New Jersey Devils: Prudential
Goodnight to Devils fans and Devils fans only. pic.twitter.com/BgZJqNRkdp
— New Jersey Devils (@NJDevils) November 29, 2023
New York Rangers: Benjamin Moore
Time for 3. #LGR pic.twitter.com/8sJCbxE7Z0
— New York Rangers (@NYRangers) April 27, 2024
Ottawa Senators: Betway (Home) & Kinaxis (away)
New York Islanders: UBS (Away)
Pittsburgh Penguins: Bold Penguin (Home) & MSA Safety (Away)
Seattle Kraken: Amazon (Home) & The Climate Pledge (Away)
St. Louis Blues: BJC Health (Home) & CarShield (Away)
The top line is BUZZIN' 🐝 #stlblues pic.twitter.com/Dr9j9UCbb3
— St. Louis Blues (@StLouisBlues) December 22, 2023
San Jose Sharks: SAP
Tampa Bay Lightning: Tampa General Hospital (Home) & Brandt Agriculture (Away)
Toronto Maple Leafs: Oreo
CASE CLOSED - We found the Missing Os at the practice rink!
— Toronto Maple Leafs (@MapleLeafs) September 17, 2024
Let's celebrate @OREO as our new helmet partner. Stay Playful this Season Leafs Nation! pic.twitter.com/7agm2Liprt
Vancouver Canucks: Next Gen Energy
Vegas Golden Nights: Credit One Bank (Home) & Naqvi Injury Law (Away)
Washington capitals: Capital One
Winnipeg Jets: Bell
30 of the 32 NHL teams have at least one helmet sticker sponsor, leaving just two clubs without one a few weeks ahead of the 2024/25 season. One of those is the Utah Hockey Club, which has yet to establish their long-term team name and will likely add more sponsors as their club creates an identity regionally and in the league. The other is the Philadelphia Flyers.
With the majority of teams taking advantage of this sponsorship real estate three years after the league let teams sell it, the helmet sponsor is proving to be a successful way for teams and partners to find value.
Photo Credit: @StLouisBlues Twitter
