Overview
This report breaks down the NHL's top-performing teams, brands, and partnerships on social media during the 2025–2026 regular season. It highlights key metrics like total engagements and social media value across Instagram, TikTok, Facebook, and X.
NHL teams can use this data to benchmark performance and identify what drives digital success. Brands and sponsors gain insight into the real value their partnerships delivered — helping guide future investment and strategy. Powered by Trajektory's valuation tools, this report turns raw engagement into actionable sponsorship intelligence.
Where sponsors actually show up
A simplified 3D arena — drag to rotate, scroll to zoom, tap a glowing marker for that placement's real numbers from this report.
Team rankings — interactive 3D
Bar height = social value. Drag to rotate, scroll to zoom, hover any bar for the exact numbers.
Brand rankings
Social value & engagements — any logo detected in a social post, regardless of contract status.
| Rank | Brand | Social Value | Engagements |
|---|---|---|---|
| 1 | Bell Telecom | $4.6M | 17.0M |
| 2 | TD Bank | $4.0M | 16.9M |
| 3 | Coca-Cola | $3.9M | 30.2M |
| 4 | Toyota | $3.5M | 30.6M |
| 5 | Ford | $3.4M | 25.4M |
| 6 | Air Canada | $3.1M | 16.4M |
| 7 | RBC | $3.0M | 10.5M |
| 8 | Blue Cross Blue Shield | $3.0M | 20.6M |
| 9 | First National Bank | $3.0M | 12.8M |
| 10 | CIBC | $2.9M | 16.0M |
Brand categories removed: apparel, player equipment, team crests, league-wide sponsors, and league/broadcast partner crests.
Partnership rankings
Same logo detection, filtered to logos under contract with a team.
| Rank | Partner | Social Value | Engagements |
|---|---|---|---|
| 1 | Bell Telecom | $2.2M | 6.7M |
| 2 | RBC | $2.0M | 5.8M |
| 3 | TD Bank | $2.0M | 7.1M |
| 4 | First National Bank | $1.9M | 6.7M |
| 5 | TRIA Orthopedics | $1.8M | 5.2M |
| 6 | Air Canada | $1.6M | 5.6M |
| 7 | CIRCA | $1.5M | 4.3M |
| 8 | Rapid7 | $1.3M | 5.1M |
| 9 | CIBC | $1.1M | 4.8M |
| 10 | Capital One | $1.0M | 3.6M |
Earned TV highlights
Real broadcast stills from Trajektory's own AI logo-detection output.
PNC & Dallas Stars
The Dallas Stars supplemented their on-ice performance in 2025–2026 by using Trajektory's earned broadcast feature, maximizing sponsor exposure through TV screens. PNC's boards and jumbotron signage generated significant unseen value.
Regions Bank & Nashville Predators
The Predators' partnership with Regions Bank shows earned broadcast value goes beyond on-ice signage. As official bank of the Predators, Regions is featured via jersey patch and media backdrop — both with strong earned TV value.
Summary
The 2025–2026 NHL season showcased the growing impact of social media on sponsorship performance. The Montreal Canadiens led all teams in total social value ($15.8M), fueled by a successful season resulting in a 2nd consecutive playoff appearance. Other standout teams included the San Jose Sharks, Boston Bruins, and Pittsburgh Penguins, while Bell Telecom, TD Bank, and Coca-Cola led brand rankings.
As social, digital, broadcast, and in-venue assets take center stage in sponsorship strategy, the ability to accurately track and prove ROI is more critical than ever. Trajektory's platform lets you compare brand and partner value on social channels across teams and major U.S. leagues, helping you pinpoint what's working — and what's not.