Apr 14, 2010 at 09:09 PM
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NHL Sees 20% Gain in Sponsorship Rev

The NHL tallied up the attendance, media, marketing and merchandising stats for the league's 92nd regular season. Here's where the league says it netted out on the sponsorship front:

  • The League experienced a 20 percent increase in corporate sponsorship revenue compared to last season. Since 2007-08, NHL corporate partners have committed $260 million to license League marks, activate at NHL events, advertise on League media and support NHL rightsholders.

  • Advertising on NHL.com and NHL Network has increased 37 percent over last season.

  • The NHL has aligned with seven new partner brands this Playoffs season, and renewed agreements with an additional five partners.

  • New League partners this season include Geico, Starwood Hotels, Enterprise Rent-A-Car, LG Electronics and Hershey's.

  • Corporate marketing partners activated en masse at the 2010 Bridgestone NHL Winter Classic. Investment in the Bridgestone NHL Winter Classic was up 66 percent with 16 partners spending more than $10 million.

    "Corporate sponsors are aligning with the NHL in record numbers in order to reach the League's highly desirable, highly engaged fans, who are younger, more affluent and more tech-savvy than fans of the other major sports leagues," the release stated. "The League signed seven new partner deals, and renewed five others."

    "The total global consumption of NHL hockey across all touchpoints has never been stronger," said NHL Chief Operating Officer John Collins. "A deeper portfolio of big events and digital products are engaging and activating fans across the globe, which is creating new value for the NHL in the partner, broadcaster and advertising marketplaces. When you add it all up, it was the NHL's best year ever on the business side."