Executive summary
This report breaks down the NHL's top-performing teams, brands, and partnerships on social media during the 2025–2026 regular season — engagements and social value across Instagram, TikTok, Facebook, and X, powered by Trajektory's valuation tools.
The Montreal Canadiens led all teams in total social value ($15.8M), fueled by a run to a 2nd consecutive playoff appearance. Bell Telecom, TD Bank, and Coca-Cola led brand rankings, while PNC's boards and jumbotron signage during Dallas Stars broadcasts alone drove 15.6M earned TV impressions.
At a glance
Counts up on scroll — all four numbers are real, pulled straight from this season's report.
Interactive rankings
Switch category, click a column to sort.
| Rank | Name | Social Value | Engagements |
|---|
Broadcast clips
Real broadcast stills from Trajektory's AI logo-detection output. Click to inspect.
Regional exposure heat map
Hover a cell for the market and index value. Placeholder distribution.
Partner comparison
Pick any two brands to compare social value and engagements side by side.
Methodology
Stated plainly, up front — this is what makes the numbers above credible.
Data collection
[How data was gathered — sources, timeframe]
Normalization & modeling
[How raw exposure was converted into value estimates]
Validation
[How figures were checked/benchmarked before publishing]
Full rankings
All 32 teams, full brand & partner leaderboards, and the downloadable PDF.
| Rank | Team | Social Value | Engagements |
|---|---|---|---|
| 1 | Montreal Canadiens | $15.8M | 26.6M |
| 2 | San Jose Sharks | $13.9M | 22.5M |
| 3 | Boston Bruins | $12.9M | 22.8M |
| 4 | Pittsburgh Penguins | $11.7M | 20.6M |
| 5 | Colorado Avalanche | $10.6M | 19.0M |
| … 27 more teams + full brand & partner leaderboards | |||