NHL To Onboard Jersey Sponsors - Commercial Teams Must Make The Most Of This Opportunity
The National Hockey League (NHL) in North America is making moves to allow jersey sponsorship for the first time, from the 2022/23 season. This is in response to challenges of commercial revenue generation following the Covid-19 pandemic. One of the first responses from the league was to allow Helmet Sponsors, of which a number of teams are reportedly making $1million in revenue. This gives you an idea of what a huge commercial opportunity this is for the 31 teams in NHL.
NHL jersey sponsorship has been discussed since the early 2010’s and in the wake of successful sales & activations at the National Basketball League (NBA) it seemed only timely for other major North American leagues to follow suit.
Of the NBA teams who currently have jersey sponsors, 12 of the teams sponsors are based in (or founded) in their home city.
Handling the jersey sales will be a big challenge. Teams must consider:
- Who to partner with and the story of why
- Engagement with the fan base (who are already describing this as an ad-pocalypse)
- Revenue generation - not just the jersey but wider partnerships and implications
It will give Commercial Directors in the league plenty to think about. However, here for once there is the benefit of time. Over 12 months to get the house in order and make the right decisions for the club, the fans and the sponsor.
At Selling To Corporate, we can help get you and your sales team fighting fit to maximize this opportunity. From providing training to understand how to access decision makers in the new world, to understanding the upsell opportunities and how to maximize revenue across the board.
This is a very exciting time for sponsorship in North America, with the MLS sleeve sponsorship asset being extended to 2025, NBA teams looking for their 2nd wave of jersey patch sponsors, sportsbooks being intricately weaved into the sponsorship spaces and one imagines NFL jersey sponsorship not too far away.
Don’t miss out, this is a fantastic opportunity to maximize your revenue if you put the right training & processes in place now.
If you are a Commercial Director, Chief Revenue Officer or Partnership Director in the NHL and would like to find out more about how we can support you please drop me a message or an email in confidence.
Robert Cutler - Head of Business Development
Email: [email protected]
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