One hundred thirty advertisers across 70 categories have signed up to Disney TV networks and media platforms for the upcoming NHL season.
Deals have been secured on a broad range of Disney media properties including ABC, ESPN, ESPN+, Hulu and its owned social channels.
Returning sponsors for Disney’s second season include Apple, Discover, EA Sports, Expedia, Honda, Lexus, MassMutual, Navy Federal Credit Union, New Amsterdam Vodka, Progressive, SAP and Taco Bell. Disney shares its multi-year NHL TV deal with Warner Bros.TV networks.
Disney says two new major advertisers have signed on -- American Express and Mercedes.
Among year-long media plans, American Express will sponsor the "Starting Goalies" feature for the entire regular season. Mercedes will do the same for “Snap Shots” -- a feature in ESPN’s weekly show “The Point.”
A new "presenting sponsor" offering for overtime and shootout for regular-season linear TV games will come for marketer Fidelity -- in addition to its same sponsorship ESPN+ and Hulu.
New Amsterdam Vodka will serve as the presenting sponsor for national TV games on ESPN+ and Hulu.
For its "Final Five Minutes" feature, Expedia and New Amsterdam Vodka will be presenting sponsors during the regular-season ABC and ESPN linear games.
First and second intermission reports will be presented by Lexus and Discover, respectively.
National TV advertising for NHL TV programming on all its networks -- ESPN, TNT, ABC, TBS, and NHL Networks -- totaled $147.2 million for the 2021-2022 season, according to iSpot.tv.
The biggest-spending advertisers a year ago included Geico, Lexus, Honda, and DirecTV Stream.
In April 2021, WarnerMedia gained rights to show live NHL games on TBS, TNT and HBO Max, in a seven-year pact valued at least at $200 million.
In March, Disney TV networks -- including ABC and ESPN -- inked a deal valued at $400 million, according to reports.