Several third-party sales executives representing NHL teams were less enthusiastic about market reception relative to their initial expectations. “The revenue generation for the clubs that have secured sponsors has outperformed our expectations,” he said. Keith Wachtel, senior executive vice president and chief business officer for the NHL, said the league is pleased with the early results and that the 32 teams are on pace to generate “significantly more” than $100 million based on average fees thus far. So far, five clubs have announced jersey partnerships, and at least one other, the Minnesota Wild, has secured a yet-to-be-announced deal. With a new jersey patch sponsorship program in place for the 2022-23 season, this summer is an important selling period for NHL teams. The Washington Capitals (with Caesars Sportsbook) landed the league’s first such deal.
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