Sponsorship spending on the National Hockey League and the league’s 30 clubs is expected to total $477 million in the 2015-2016 season, up 6.7 percent from the previous year.

Reflecting the growing popularity of hockey as a marketing platform, the increase exceeds IEG’s projected 4.5 percent increase in overall sponsorship spending and 5 percent increase in overall sports spending.

Quick-service restaurants top the list of the most active categories, according to IEG research. Auto, medical, insurance and beer round out the top five most active categories.

The media and lottery/gaming categories moved into the top ten list in the 2015-2016 season, displacing sports apparel and telecommunications.

Anheuser-Busch replaced Enterprise Holdings as the most active non-endemic sponsor, while DraftKings joined the top-ten most active sponsors list for the first time. Enterprise dropped five teams while DraftKings added eight new deals this season.

Most Active Categories (League/Team)
Most Active Categories (League/Team)
Quick-service restaurants are 4.8 times more likely to sponsor the NHL than the average of all sponsors.

Most Active Sponsors (League/Team)
Most Active Sponsors (League/Team)
One-hundred percent of NHL properties report Reebok as a sponsor.

NHL League/Team Sponsorship Revenue
NHL League/Team Sponsorship Revenue
*Projection

NHL Team Sponsorship Revenue Rankings
NHL Team Sponsorship Revenue Rankings