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NHL Adds Another Revenue Stream With Division Sponsors

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UPDATED January 10, 2021 | 10:36 pm
Discover NHL Board
Perry Nelson-USA TODAY Sports

Ahead of its upcoming shortened season, the NHL unveiled sponsors for its four re-aligned divisions as it searches for ways to make up revenue.

The league took a hit from COVID-19, with year-over-year revenue dropping 14%.

The new division partners all have existing relationships with the league. Sponsored divisions are reportedly “viewed as a one-year-only campaign.”

Sponsored Division Names:

  • Discover Central Division
  • Honda West Division
  • MassMutual East Division
  • Scotia North Division

Last month, the league announced that it would allow helmet sponsorships. The NHL reportedly hopes to raise $15 million across all teams for the 2021 season with the helmet ads. 

Most team helmet deals appear to be extensions of the naming rights deals for the arenas those teams play in. For example, Capital One is the helmet sponsor for the Washington Capitals, who play in Capital One Arena.

Currently touted as a trial, the helmet ads could have staying power. The NBA’s jersey patch program has generated more than $150 million for teams since 2017-2018.

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