NHL Fans React to Gambling Sponsorships: Insights from a 2024 Survey
With the Edmonton Oilers unveiling a new partnership that puts Play Alberta’s logo front and center on their home jerseys, the ongoing debate over gambling sponsorships in the NHL has been reignited. The move, while met with mixed feelings—some fans calling it “cringe,” but most admitting its inevitability—follows the Chicago Blackhawks’ similar announcement earlier in the summer. As a result, the league now counts six teams with official gambling partners, representing roughly one in five franchises.
These developments led to an important question: How do supporters in other markets view the idea of their own teams embracing similar sponsorships? To gauge sentiment across the league, a survey of 3,000 NHL fans was conducted to uncover opinions about the expanding relationship between sports betting and the NHL.
Survey Highlights: Key Takeaways from NHL Fans
- Anaheim Ducks lead in support: Half (50%) of their fans favor gambling sponsorships.
- Vancouver Canucks rank highest in opposition: 44.8% of their fans are against such partnerships.
- Majority of fans are indifferent: 54.7% show no strong feelings for or against gambling deals.
- Preference for in-arena branding: Most fans are comfortable with sponsorship presence inside arenas.
Which Fan Bases Are Most Open to Gambling Partnerships?
The survey asked fans of teams without existing gambling deals how they’d feel if their favorite franchise inked a similar agreement. Importantly, fans of teams with current or soon-to-be-active partnerships were excluded from this particular segment.
Fan support for potential gambling sponsorships by team.
The Anaheim Ducks fan base stands out as the most receptive, with 50% showing support for prospective gambling sponsorships. This is notable given that California has not legalized online sports betting or casino gambling. Nonetheless, California-based teams seem unusually keen, with Los Angeles Kings and San Jose Sharks fans also ranking high in willingness—suggesting pent-up support should state laws change.
Florida Panthers supporters are next most favorable (37.5%), likely influenced by Florida’s legal sports betting environment. Rounding out the top three are Buffalo Sabres fans (34.5%), who show support even though New York restricts many forms of gambling.
Sentiments Among Fans of Teams with Existing Gambling Partnerships
To better understand the dynamics within fan bases already exposed to gambling sponsorships, the survey included teams entering the 2023-2024 season with such agreements in place.
Opinions among fans with active gambling-sponsored teams.
The dominant response from these fan groups is indifference: over half in each group indicate they simply “don’t care.” Despite this overall neutrality, the Edmonton Oilers’ supporters are most critical—42.9% express disapproval of their team’s deal. On the other end of the spectrum, Chicago Blackhawks fans express the highest approval, with 17.8% actively supporting their team’s existing partnership.
Canadian Fans Lead the Resistance to Gambling Promotions
Teams without current gambling deals—especially those based in Canada—show pockets of strong opposition. The survey results, excluding fans from teams already partnered with gambling brands, highlight this sentiment.
Level of opposition to gambling sponsorships, by team.
The most pronounced opposition to betting ads appears among Canadian fans: 44.8% of Vancouver Canucks fans, 38.6% of Calgary Flames supporters, and 34.6% of Winnipeg Jets followers are against gambling partnerships. While some provinces like Alberta have moved towards legalizing online betting, fan resistance remains robust, particularly when it comes to legacy teams and traditions. Interestingly, each surveyed Canadian NHL team lands in the top five for opposition, suggesting that hockey’s cultural role north of the border amplifies protective instincts against commercial intrusions.
Most Fans Accept Gambling Sponsorships—But with Conditions
The central theme that emerges is one of general acceptance; 54.7% of all NHL fans surveyed are unfazed by the prospect of their team teaming up with a betting brand. With approximately one in four opposing and around one in five supporting, fans were also asked about which types of sponsorships would be most palatable.
Preferred types of gambling sponsorship among NHL fans.
In-arena branding, the most visible yet least personal of sponsorship methods, is the fans’ top choice: 63.5% accept this form. Social media partnerships (57.1%) and announcements on game days (50.4%) also enjoy majority support. However, fans draw a clearer line when it comes to their beloved team gear—just 28.7% approve of betting logos on jerseys, 26.2% are comfortable with helmet ads, and only 20.4% would accept branded merchandise. This reflects a desire to keep on-ice traditions and memorabilia untouched by corporate influence.
Overall, only 19.1% of NHL fans say no to any form of gambling sponsorship, suggesting a broad, if sometimes grudging, tolerance as betting becomes further entwined with professional hockey.
Summary: Navigating Sponsorships Without Alienating Fans
The survey findings indicate that, for most NHL fans, gambling partnerships are either acceptable or unremarkable—even in jurisdictions where such betting remains illegal. Enthusiasm is greatest in states open to legalization, while Canadian fans remain the most cautious. Teams seeking to expand into gambling sponsorships would do well to focus on in-arena visibility and digital promotions—keeping logos off jerseys and helmets to respect fan sentiment and preserve tradition.
Survey Methodology
This analysis is based on a survey of 3,000 NHL fans conducted in September 2024. The average respondent was 39.7 years old. The sample included 64.1% men, 34.8% women, 0.8% non-binary individuals, and 0.3% who identified as transgender.
Use and Attribution Guidelines
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