Verizon is the Most Recognized Official NHL Sponsor

Winning sports sponsorships go beyond awareness — they deepen fandom. And leagues, teams and sponsors need to measure sponsorship effectiveness and fan engagement. MarketCast is addressing this with its long-running sports sponsorship research, delivering norms and fandom insights that prove value and inform activation. With the NHL season getting underway, MarketCast shared a few insights around fandom and league sponsors.

• The NHL is tied for No. 1 for league trustworthiness, at 97%, alongside MLS and PGA Tour. 
• 94% of fans consider NHL sponsors trustworthy, ahead of NFL (92%) and NBA (89%).
• 73% of NHL fans watch 10+ games.
• Official sponsors of the NHL averaged 23% aided awareness throughout the 2024-2025 season.
• Verizon was one of the most recognized NHL brands, at 32%, and it was an official sponsor, vs. Bud Light which was also at 32% but was not an official sponsor. 
• Looking at purchase consideration, Chipotle leads for NHL fans at 63%, followed by Verizon (58%). 

Winning sports sponsorships go beyond mere awareness, they deepen fandom. As the NHL season gets underway, new insights into fan behavior highlight that while Verizon holds a strong lead in sponsor recognition, the real success lies in leveraging that awareness to build lasting emotional connections. This data, drawn from a comprehensive survey of fan engagement, suggests that leagues, teams, and their sponsors must continue to evolve their strategies to measure and grow authentic fandom. The findings underscore that in a crowded market, trust and genuine connection with fans are what ultimately drive brand loyalty and purchase consideration.