• Loading stock data...
Sunday, June 1, 2025

Disney Rings Up $90M In NHL Ad Sales For New Season

  • Disney scores American Express and Mercedes-Benz as first-time sponsors.
  • NHL coverage attracts 130 advertisers across 70 categories.
Danny Wild-USA TODAY Sports

ESPN’s return to live NHL game coverage last year after a 17-season absence sparked a wave of nostalgia for TV viewers who grew up watching hockey on the sports channel.

That momentum is continuing into Year 2, with ESPN parent Disney ringing up $90 million in advertising sales so far for the 2022-23 season, sources tell Front Office Sports. 

That’s down 10% from last season — but Disney had exclusive rights to the Stanley Cup Finals this past June. 

Under the NHL’s dual seven-year rights deals with ESPN and Warner Bros. Discovery’s TNT, both the 2023 Finals and Winter Classic will be shown on TNT. 

Disney Ad Sales has locked in deals with over 130 advertisers across 70 product categories for its NHL coverage this season across ABC, ESPN, ESPN+, Hulu, and social platforms. 

“We are incredibly proud of the sponsorship success we saw in the inaugural year of the NHL back on Disney,” said Sean Hanrahan, senior vice president, sports brand solutions for Disney Advertising, in a statement. “We are excited to continue building on last year’s success and creating more opportunities for brands to engage with NHL fans everywhere through our content.”

The Mouse House declined to comment on dollars. But Disney confirmed several lucrative deals for its sophomore NHL season. Among them:

  • Disney has scored both American Express and Mercedes-Benz as NHL sponsors for the first time. Amex will sponsor the “Starting Goalies” feature all season. Mercedes, meanwhile, will sponsor the “Snap Shots” feature inside “The Point,” ESPN’s weekly NHL studio show hosted by John Buccigross.  
  • Fidelity will serve as presenting sponsor for Overtime and Shootouts for regular-season games on linear TV.  For the second season in a row, it will serve in that role for games on ESPN+ and Hulu.
  • Other returning NHL sponsors for Disney: Apple, Discover, EA Sports, Expedia, Honda, Lexus, MassMutual, Navy Federal Credit Union, New Amsterdam Vodka, Progressive, SA.P and Taco Bell.

Under agreements signed last year, Disney is paying roughly $400 million annually to serve as the NHL’s lead TV partner, while Turner is paying $225 million a year for the smaller “B” package. 

ESPN and ESPN+ kicked off the NHL’s new season this week with an Opening Night doubleheader featuring the New York Rangers’ 3-1 victory over the Tampa Bay Lighting and the Vegas Golden Knights’ 4-3 win over the Los Angeles Kings.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

French Open Scheduling Sparks Backlash Over Women’s Time Slots

Coco Gauff has also said the French Open schedule could be improved.

Panthers-Oilers Rematch Could Be Big in Canada. Will U.S. Ratings Dip?

Likely viewership declines in the U.S. are countered by robust Canadian audiences.
Oct 26, 2024; Los Angeles, California, USA; Los Angeles Dodgers designated hitter Shohei Ohtani (17) injures left shoulder whilte attempt to steal second base in the seventh inning against the New York Yankees during game two of the 2024 MLB World Series at Dodger Stadium.

Yankees-Dodgers Clash Draws TV Spotlight, Sky-High Prices

The teams’ lone regular-season series features three nationally aired games.

Featured Today

PSG and the City of Paris Can Join European Soccer’s Elite

What a maiden Champions League title would mean for the French club.
May 30, 2025

How the Champions League Anthem Took on a Life of Its Own

The composer didn’t know he wrote a timeless hit three decades ago.
May 25, 2025

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Mar 23, 2025; Miami, FL, USA; Alexandra Eala (PHI) reacts after winning a point against Madison Keys (USA)(not pictured) on day six of the Miami Open at Hard Rock Stadium.
May 24, 2025

Alex Eala Is Defying Her Country’s Odds to Make French Open History

The Philippines native has overcome a unique set of financial odds.
Around the Horn
May 23, 2025

Behind the Scenes of Around the Horn’s Final Days

FOS followed Tony Reali at the penultimate taping of the ESPN icon.
May 28, 2025

NBA East Finals Delivers Strong TV Ratings, but West Is Struggling

The Pacers and Thunder are both up 3–1 in their conference finals series.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

In Episode 7 of Portfolio Players, go inside the boardroom with Avenue Capital CEO and former Milwaukee Bucks co-owner Marc Lasry on Giannis’s future, women’s sports, and upstart leagues like TGL and Unrivaled. 
Around the Horn - October 26, 2020
May 23, 2025

‘Quirky, Nutty, Bombastic’: 10 ‘Around the Horn’ Faces on Their Top Moments

“A quirky, nutty, bombastic, mostly wrong, sometimes right, crazy sports family.”
May 22, 2025

NBC Eyes MLB Rights, Looks to Own Sunday Nights Year-Round

The league continues to shop media rights being forfeited by ESPN.
May 21, 2025

Paige Bueckers’s WNBA Debut Delivers 121% Ratings Bump on Ion

Friday’s doubleheader averaged 612,000 viewers.
Dec 9, 2024; Toronto, Ontario, CAN; New York Knicks guard Jalen Brunson (11) watches as center Karl-Anthony Towns (32) celebrates after making a three point basket to clinch a win against the Toronto Raptors near the end of the fourth quarter at Scotiabank Arena.
May 20, 2025

NBA Playoff TV Ratings Up 3% Ahead of Late-Round Test

Games are averaging 4.17 million viewers across ABC, ESPN, and TNT.