MVP

05/24/2025

As the NHL Conference Finals shift venues for Game 3, so will the home ice advantage for the teams and the value received by their respective venue naming rights partners.

Throughout the regular season, the four remaining naming rights partners have maximized their brand presence and partnership messaging through DED activations. Notably, Lenovo leads the computer hardware category across the NHL following its first season as the Carolina Hurricanes' naming rights partner. Rogers (Edmonton Oilers), Amerant Bank (Florida Panthers), and American Airlines (Dallas Stars) have also demonstrated strong performance, ranking 5th, 15th, and 16th in their respective brand categories league-wide.

Amerant Bank stands out as the only remaining naming rights partner to activate the slot virtual position throughout the regular season, capturing 8th place among all banking partners in this category for the 2024-2025 season.

What interesting ways have you seen naming rights partners activate their NHL partnerships this season?

05/21/2025

As the Western Conference Finals kick off, the Edmonton Oilers and Dallas Stars showcase two distinct approaches to game distribution, each at a different stage of evolution. The Oilers benefit from the broad reach of NHL broadcasts across Canada, while the Stars are pioneering a new path with the launch of Victory+, a free, ad-supported streaming platform for in-market fans, debuting ahead of the 2024-2025 season.

While the Stars’ innovative, fan-first model is exciting, shifting viewing habits and adoption of new platforms takes time, as we’ve seen with the rise of streaming and OTT services in recent years. At MVP, our role as the trusted measurement provider for the NHL gives us a unique vantage point. Our proprietary technology and strategic data partnerships empower us to guide clubs and brand partners through the evolving landscape of distribution models, ensuring they cut through the noise and maximize engagement.

Here’s to an exciting series between two teams with passionate fan bases and to the continued evolution of how we experience the game!

05/20/2025

Heading into the Eastern Conference Finals, the Florida Panthers and Carolina Hurricanes are evenly matched when it comes to DED and slot virtual value, as well as on the ice, with both clubs using the full takeover (FTO) format throughout the regular season. As the trusted measurement provider for the NHL, we are excited to enjoy a series that promises great hockey between two of the league's most unique markets.

05/02/2025

With Shadeur Sanders sliding to the fifth round of the NFL Draft over the weekend, KFC took a relatively on-brand swing in the form of a single post response to the quarterback on X that led to more than $300k in organic and earned value across social media, broadcast, and online news. Earning a spot on the opening monologue of The Tonight Show Starring Jimmy Fallon, it is another example of brands taking calculated, witty approaches to sports and pop culture moments that shift the tactics from being in the conversation to being a part of it.

Should more brands take this type of approach to cultural moments? What are some other recent examples that come to mind?

04/11/2025

What happens when sponsorship meets record-breaking history? 🏒📈

On Sunday, April 6, 2025, Washington Capitals captain Alexander Ovechkin made NHL history by scoring his 895th goal and breaking the long-time record held by Wayne Gretzky. This season-long chase for history concluded with 7:26 left in the 2nd period at UBS Arena as Ovechkin completed the , with the goal coming against his countryman Ilya Sorokin.

Sponsorship continues to be about more than just visibility; it's about embedding your story into the fabric of unforgettable experiences. For brands, you simply can’t plan for moments like these. For rightsholders, optimizing assets for the every day and the ‘only today’ helps to drive unparalleled value for your partners.

Our team at MVP continues to ask how can moments like this be measured when they are a part of the history books for the foreseeable future. Taking into account the broadcast, social, and earned media from this historic moment led us to find three primary brands that benefitted from the moment: Discover Financial Services, BetMGM, and UBS.

04/01/2025

🚨 Transforming the Game: Impact of NHL Virtual Broadcast Advertising 🚨

The NHL's innovative rollout of virtual asset positions is opening up a world of opportunities for league partners and clubs. It's time to rethink how brands engage with new technologies and opportunities through the lens of sponsorship strategies that consider cutting-edge creative and brand optimization.

At MVP, we're thrilled to be the NHL's go-to for virtual asset measurement, offering unparalleled insights into the most effective formats, in-game moments, and creative strategies.

🔗 Download the report to explore our findings!

Download the summary analysis of the best practices for NHL virtual advertising assets from MVP, the trusted measurement provider for the National Hockey League (NHL). Download the insights on digitally enhanced dasherboards (DED), slot virtual, and glass virtual sponsorship asset optimization.

02/18/2025

What does a Super Bowl look like across NFL and broadcast partners when you break down the game flow, assets, and brands over the course of the event? Our team is continuing to update more of our deep contextual analysis from this year's 'Big Game' with some interesting findings about value, game moments, and what made the 59th version different than the rest.

MVP used its in-house technology to analyze brand exposure from Super Bowl LIX as well as how broadcast and social media amplified the value for NFL and broadcast partners for current and potential sponsorship positions.

02/10/2025

Congratulations to our friends at the Philadelphia Eagles on a great season and their victory in Super Bowl LIX! The MVP team is celebrating this incredible achievement with you, and we look forward to continuing our great work together over the last few years.

01/02/2025

Our team had an incredible New Year's Eve at iconic Wrigley Field for the NHL Winter Classic. The event continues to impress year after year and the passion for hockey across Chicago and St. Louis fans was put on display along with unique activations that showcased the league's partners in a way that added to the fan experience and really brought the event to life.

Congratulations to our friends at the National Hockey League on another outstanding and successful achivement!

12/16/2024

🚨 INTERNSHIP ALERT: Sponsorship Research Intern 🚨

Are you an undergraduate student ready to revolutionize sponsorship measurement and play a critical role in powering our platform and working in the industry of sports and entertainment? Consider applying for our remote internship program and be part of shaping the crossroads of partnerships and data with MVP while continuing your studies.

The Sponsorship Research Intern assists with research and ex*****on of deliverables primarily for our in-house technology and data teams. You will be responsible for assisting with research for computer vision models, data management, and QA support of our cutting edge technologies. The ideal candidate must be extremely detail oriented and have a strong contextual understanding of social media, major sports, and popular brands.

Sound like you? Apply here: https://bit.ly/4fC55IR

09/25/2024

What happens when sponsorship meets record-breaking history? ⚾ 📈

Our team at MVP asked the question, ‘How do you measure a moment?’ What we found from a social media standpoint highlights the challenges and strategic decisions that affect everything from the signage behind home plate to the assets in the outfield - and the players in between.

08/09/2023

Social content across the Houston Astros' team accounts celebrating Framber Valdez's no-hitter last Tuesday helped boost the their total post value generation to $1.01M throughout the seven days ending August 7, a 7.3% week-over-week increase. A cross-platform pair of posts on Facebook and X featuring the game's final out was responsible for 5.1% of Houston's 51.3 million total impressions during the period.