Your Ultimate Guide to NHL Marketing

Understanding The Power of NHL Broadcasting

As the Stanley Cup playoffs approach each spring, millions of eyes turn to the action on the ice, presenting a prime opportunity for brands to connect with a growing, engaged, and loyal audience and lift a Stanley Cup of their own. 

That’s because NHL viewers are known for their passion and often have deep emotional connections to the sport and local teams, making them highly engaged consumers with an affinity for brands that advertise alongside and partner with hockey content. 

The NHL’s audience has also become increasingly diverse, encompassing a diverse demographic range, including men and women of various ages, ethnicities, and income levels. It’s also interesting to note that the newly formed Professional Women’s Hockey League (PWHL) is consistently breaking its viewership and attendance records, reinforcing that viewership of women’s sports is growing.

From understanding the unique appeal of the NHL and harnessing the passion of hockey fans, here’s how your brand can connect to this audience and achieve your sports marketing and advertising goals. 

The Benefits of Marketing on NHL Broadcasting

1. High Viewership 

From thrilling game-winning goals to jaw-dropping saves, NHL broadcasts deliver a constant stream of excitement and drama that resonates with viewers of all ages. Whether it’s the intensity of a heated rivalry game or the thrill of a playoff showdown, NHL broadcasts offer an unparalleled viewing experience that keeps fans returning for more.

And viewership is on the rise across all channels, including ESPN, ABC, and TNT. At the 2024 All-Star Break (compared to the same time last season), Sports Business Journal reports:

• ESPN and ABC viewership is up 44%
  • Viewership among adults 18-34 up 49%
• TNT viewership is up 17%
  • Viewership among adults 18-34 is up 28%
• ESPN.com NHL web traffic also has seen a 14% uptick for both unique viewers and minutes consumed.

This rise can also be partially attributed to new superstars coming into the fold. Connor Bedard, the number one draft pick by the Chicago Blackhawks, helped draw in 1.43 million viewers for the season opener and his first NHL game. The game against the Penguins is the best regular-season audience since 2000. The rookie sensation also helped to elevate Chicago’s local audience by 39% over the previous season. 

H3: 2. Build Brand Affinity with Loyal Hockey Audiences

NHL fans tend to positively perceive brands associated with the sport, particularly those that demonstrate genuine support for the NHL and its teams. Sponsoring NHL events, teams, or players can help brands build goodwill and rapport with hockey enthusiasts.

For example, a fascinating 2022 study by Samford University dug into the data and examined how much brand affinity was increased by an NHL sponsorship. The study notes that while not all partnerships have been successful, local brands see the highest affinity increase when acquiring a local team’s naming rights. For example, Gila River Casinos experiences a 180X lift in affinity among Arizona Coyotes fans (compared to NHL fans), and Pittsburgh Plate Glass (PPG) has a 1.77% affinity among Penguins fans. 

H3: 3. Connect with Local Audiences

Hockey fandom is often deeply rooted in regional identities, with fans strongly supporting their local teams. This makes developing a local marketing strategy key, and understanding these regional preferences can help marketers tailor their messages to resonate with specific audiences in different locations.

For example, local sports reporters play a crucial role in engaging sports fans across the region. Not only do they show highlights and provide in-depth game analysis, but they also excel at providing additional content that audiences crave, such as players’ personal stories, backgrounds, achievements, and philanthropic endeavors. 

Marketers can capitalize on this interest by engaging in local sports sponsorships and creating player-centric NHL content, such as TEGNA’s Sports Report. Doing so will engage local viewers while fostering a sense of connection, camaraderie, and community. Brands that actively engage with this community through social media, fan events, and grassroots initiatives can foster stronger consumer relationships and enhance brand loyalty.

4. Connect with Live Audiences

Connecting to a live appointment TV audience has many benefits in and of itself. On top of high viewership, live audiences can’t fast-forward the commercials and are engaged in the moment, which can help measure interest in real time. For example, with the Super Bowl, we often see a spike in the search for advertising brands during the game. While not on the same scale as the Super Bowl, the same idea rings true in other live events and big games like the Stanley Cup. 

Additionally, most sports are watched on a big screen, and a 2022 study from MediaScience compared ad recall on TV and streaming versus digital environments – or big screens versus little screens. 

Advertising alongside live events also generates a great deal of word-of-mouth marketing. Audiences often want to talk about the event with friends the next day in person, on social media, or in group chats. Brands with standout ads can quickly become part of this conversation.

5. Benefit from the Halo Effect

Research from the 2023 Edelman Trust Barometer indicates that consumers are more inclined to trust and support brands that align their advertising efforts with reputable sources. Therefore, a brand aligning with the NHL and sports content, especially locally, can yield a significant halo effect. 

Further amplifying this effect, TVB’s research underscores that local broadcast news is the most trusted platform among viewers, thus extending the halo effect to advertising. In the context of the NHL, local news serves up trustworthy sports content delivered by esteemed and award-winning sports reporters – offering sponsorable content that enhances brand visibility among local audiences.

6. Engage an Affluent Audience

According to a 2014 report from The Motley Fool, the NHL boasts the most affluent and wealthy fan base of all sports, including the PGA Tour. One-third of NHL viewers have a household income of more than $100,000 per year, compared to 19% of the general population. 

Targeting affluent consumers presents numerous benefits as it provides access to a highly lucrative market segment and enables brands to enhance brand equity and cultivate enduring customer relationships. Keep in mind:

• 41% of affluent consumers will tell family and friends about new products, 25% more than everyone else.
• 30% of affluent consumers say standing out in a crowd is essential, and 34% will buy a premium product version to do so.
• Affluent customers are 29% more likely to advocate for a brand if they have a personal connection.

7. Take Advantage of Sports Sponsorships

Sports and NHL content sponsorships are incredibly effective at winning over audiences due to their unique brand visibility, emotional resonance, and community engagement advantages. A poll from C4 found sports advertising to be:  

• Progressive: 91% believe sponsorship is the future of advertising​ 
• Trusted: 89% see sponsor brands on TV as more trustworthy than other forms of advertising​ 
• Intrinsically Part of the Viewing Experience: 79% accept and expect sponsorship as part of the​ TV experience, and 80% of viewers state that sponsorship credits act as the cue to their program viewing​ 
• Premium Perception: 76% of viewers feel that TV sponsorship is a more expensive form of advertising, and in turn, 91% perceive sponsoring brands to be more premium
• Purchase Intent: Among those who recalled the sponsorships, 54% stated that they were more likely to buy a sponsor’s product​ 

One great example of an NHL-related content sponsorship is TEGNA’s Sports Report. As viewers engage, watch highlights, and stay up-to-date with their favorite teams, sponsors will see high-exposure moments with seamless integration that can include 30-second spots, logo placements, and more.  

Examples of Memorable NHL Ads

There are many examples of 30-second ads by brands that leverage the NHL’s star power. Hyundai features brothers Brady and Matthew Tkachuk, BioSteel puts Connor McDavid in the spotlight, and Steven Stamkos is the face of Mass Mutual insurance, to name a few. 

But there are more options for brands who want to get in on NHL and other hockey action. For example, Easterns Automotive Group sponsors WUSA’s ‘Get Uplifted.’ In this segment, show anchor Allison Seymour features an event hosted by the Washington Capitals to help grow the game among women and girls. With this sponsorship, Easterns Automotive Group can grow brand awareness, pique the interest of NHL and hockey fans in the area, and show off its dedication to the community. 

Another example, this time in Arizona, comes to us from Valley Toyota Dealers. They sponsored 12News Sports, a regular segment hosted by Emmy award-winning anchor Mark Curtis. This video details how the Coyotes impact the local community by visiting the Phoenix Children’s Hospital. Valley Toyota Dealers can support the cause through the halo effect and build brand affinity.  

The NHL also offers a unique opportunity for deals and promotions. As WBNS in Columbus, Ohio, reported during the Blue Jackets’ 2023 playoff run, Chipotle offered a Buy One, Get One Deal to patrons wearing a hockey jersey in the restaurant. 

As we head into overtime, brands can align with other local hockey initiatives. 

• Lifetime Windows in Denver sponsors 9News’ Pep Rally, which recaps the latest high school sports news.
• Encova Insurance sponsors WBNS’ Athlete of the Week
• The Muskegon Lumberjacks in Grand Rapids sponsors segments on WZZM to bring more fans to the games
• Royal Credit Union sponsors KARE 11’s Prep Feature of the Week

NHL Marketing with TEGNA

With 64 broadcast stations in 51 markets nationwide, our ultimate goal is to equip brands with insights to capture the hearts and minds of sports fans nationwide. Team TEGNA knows the power of cross-platform ad campaigns that combine TV, streaming and digital assets, and we’re ready to put your campaigns on the power play. Contact us today to see how we put your advertising on the power play. 

Want to learn more about sports advertising? Be sure to check out:  

• Why Sports Dominate Live Viewership in Broadcast and How Your Brand Can Score Big 
• 3 Advertising Takeaways from Super Bowl LVIII
• Tips & Strategies for Sports Advertising & Marketing  
• Why is Sports Marketing Important? 5 Benefits  
• Decoding The Olympics Advertising Game  
• Tackling the Power of NFL Season Advertising  

Frequently Asked Questions

Who is the NHL’s target market for advertising?

The NHL’s target market for advertising encompasses diverse consumers, including passionate hockey fans of all ages, demographics, and geographic locations.

What brands are associated with the NHL?

Many brands across various industries have partnered with the NHL, including automotive companies, financial institutions, consumer goods brands, and more.

How does the NHL advertise?

The NHL employs a multi-faceted approach to advertising, leveraging broadcast, digital, social media, and experiential marketing channels to reach fans and engage with audiences across diverse platforms.