09 Jul 2024 8 min read New Team Partnership Predictions

Predicting Utah Hockey Club's Year 1 Partners

The aim is to identify potential partners for the new team and determine which ones would be ideal for integrating purpose-driven partnerships during the team's historic inaugural season.

Background of the Utah Hockey Club

With the recent addition of the Utah Hockey Club to the NHL, we've witnessed trades and signings to bolster the team's performance on the ice. However, there have been fewer developments in terms of off-ice partnerships. This presents a prime opportunity to conduct market research on the NHL and other major sports teams in Utah. The aim is to identify potential partners for the new team and determine which ones would be ideal for integrating purpose-driven partnerships during the team's historic inaugural season.

To begin, let's delve into how the team came to be and where they will be playing this season.

The Utah Hockey Club is the latest addition to the NHL. Formerly known as the Arizona Coyotes, the team was sold and relocated to Salt Lake City under the ownership of Smith Entertainment Group (SEG), which also owns the NBA's Utah Jazz. For the 2024-2025 season, the team will be temporarily known as the Utah Hockey Club while the community votes on a permanent name. The team will play at the Delta Center, sharing the venue with the Utah Jazz.

Current Utah Sports Partnerships Landscape

To gain a better understanding of the market, we analyzed the current sports properties within Utah. Using Sponsor United, we focused on five teams: the Utah Warriors of Major League Rugby, Utah Jazz of the NBA, Real Salt Lake of the MLS, Utah Royals of the NWSL, and the Utah Grizzlies of the ECHL. These five teams have a total of 504 unique brands with 638 partnerships. The Utah Jazz is the biggest property in the market, with 306 partnerships, making up 48% of all partnerships in Utah (see Figure 1). The largest categories in the market include Alcohol Beverages (10.3%), Apparel & Accessories (8.3%), and Quick Service Restaurants (6.7%) (see Figure 2). The amount of CSR/Community sponsor assets varies between properties, with the Utah Jazz having 15%, Utah Grizzlies 7%, Utah Royals 5%, and the Utah Warriors and Real Salt Lake 2% (see Figure 3). This background information reveals key players across multiple sports properties, highlighting brands with three or more partnerships across the five teams. These brands will likely engage with the Utah Hockey Club leading up to puck drop in October.

Data gathered from 5 Utah Sports teams using Sponsor United

NHL Partnership Landscape

To further identify potential partners for the Utah Hockey Club, we conducted market research on current NHL teams and their partners. Focusing on the 24 American NHL teams, excluding the Utah Hockey Club, we found that these teams have a total of 9,434 partnerships with 4,939 unique brands. The Boston Bruins are the biggest property, with 603 partnerships (see Figure 4). The largest categories league-wide include Alcohol Beverages (12.6%), Apparel & Accessories (9.4%), Food Products (6.2%), Construction & Industrial (5.3%), and Hotel, Restaurants, Leisure (4.9%). The amount of CSR/Community sponsor assets varies, with the Los Angeles Kings leading the way with 27% of all assets, and the Carolina Hurricanes rounding out the league with 6% (see Figure 5). These metrics help us draw conclusions between the NHL partnership leaders and the Utah professional sports space.

Seattle Kraken First Season Comparison

Analyzing the Seattle Kraken’s inaugural season partnerships provides a useful benchmark for the Utah Hockey Club. During the Kraken's 2021-2022 season, they secured a total of 215 partnerships. Major partners included Symetra, Coors Light, Alaska Airlines, and Starbucks. The largest partner categories were Alcohol Beverages (15.8%), Apparel & Accessories (8.8%), Auto (6.5%), Non-Alcoholic Beverages (6%), and Hotel, Restaurant Leisure (6%). Additionally, 11% of their sponsor assets utilized CSR/Community assets. This example highlights the importance of focusing on local brands to build an initial partner base and connect with fans during the inaugural season.

Potential Utah Hockey Club Year 1 Partnerships

The research on the Utah sports landscape and the NHL partner landscape has allowed us to predict the best fits for the Utah Hockey Club’s inaugural season, setting the team up for off-ice success by building their partner roster. We have split the potential partner groups into four sections: NHL League Partners, NHL/Utah Sports Crossover, Utah Sports Leaders, and Utah Businesses. These sections highlight presence in multiple areas, acknowledging the need to make strategic choices among brands within the same categories and those owned by NHL League partners.

1. NHL Partners

The official partners of the NHL, which are partners of all 24 American NHL hockey teams, will be perfect additions to the Utah Hockey Club's partner roster, connecting them to the entire NHL market.

2. NHL/Utah Sports Overlap

This group highlights brands present with both NHL teams and Utah sports teams. We focused on brands with 10+ partnerships with NHL teams and 2+ partnerships with Utah sports teams.

3. Utah Sports Leaders

Major players in the Utah professional sports space, focusing on brands with 2+ current partnerships within this space, to highlight the leaders.

4. Utah Businesses

As emphasized in the Seattle Kraken case study, local businesses are crucial for a team's initial success. The Utah Hockey Club has already announced its first partner, Black Desert Resort, a premier resort in Utah. This partnership sets a precedent for the team's identity, emphasizing community engagement, luxury experiences, and a strong connection to Utah’s unique landscape and sports culture. With this identity in mind, focusing on seven key sectors within the Utah business space will be beneficial for the team.

Outdoor Recreation Brands

Companies like REI, Patagonia, or The North Face resonate with Utah's strong outdoor culture.

Ski Resorts and Adventure Parks

Partnering with local ski resorts like Snowbird, Park City Mountain, or Deer Valley would highlight Utah's world-class winter sports facilities.

Technology and Innovation Companies

Utah is home to a growing tech industry, often referred to as the "Silicon Slopes." Partnering with tech companies like Qualtrics, Pluralsight, or Adobe could lead to innovative fan engagement initiatives.

Local Beverage Companies

Partnering with local favorites like Squatters Craft Beers, High West Distillery, or the growing Utah Wine Trail could enhance the game day experience with local flavors and special promotions.

Educational Institutions

Collaborations with local universities such as the University of Utah and Brigham Young University could foster community engagement through educational programs, sports clinics, and collaborative events that promote both academic and athletic excellence.

Environmental Organizations

Aligning with organizations such as the Utah Clean Air Partnership (UCAIR) or the Nature Conservancy could strengthen the team's commitment to sustainability and community responsibility.

Real Estate and Development Companies

With ongoing development in Salt Lake City, partnerships with real estate developers like Ivory Homes or Larry H. Miller Real Estate could support community growth and provide sponsorship opportunities for new infrastructure and facilities.

By forming strategic partnerships within these four sections and with other like-minded organizations, the Utah Hockey Club can enhance its brand identity, offering fans and the community rich, diverse, and immersive experiences that go beyond the game itself. This approach will help position the team as a central figure in Utah’s vibrant sports and recreation culture, fostering a loyal fan base and contributing positively to the local community.

Potential Purpose Driven Partnerships

We have clearly laid out potential partners for the Utah Hockey Club using market research, but I wanted to dig a little deeper and list a few potential brands I believe can be cornerstones for the team’s purpose driven partnerships in Year 1.

Adobe

A great partner to help fill out this purpose driven section of Utah’s year one partners is Adobe. Adobe, has a campus in Utah and has a proven commitment to women's sports as the name partner of the Women's FA Cup in England, making this collaboration a perfect fit. The team and Adobe could launch a program that empowers female hockey players in the Utah area. The program would offer scholarships for young athletes, a mentorship network connecting them with leaders in sports and tech, and digital storytelling workshops using Adobe’s creative software. Additionally, an annual Summit could feature workshops, panels, and networking opportunities with influential women from various sectors.

UCAIR (Utah Clean Air Partnership)

The Utah Hockey Club and Utah Clean Air Partnership (UCAIR) are a perfect fit for a partnership because both organizations are committed to fostering community responsibility in Utah and environmental stewardship. A potential program they could launch could be an initiative designed to promote clean air practices and environmental awareness within the hockey community and the broader Utah area. The program will include "Green Game Days," where fans are encouraged to carpool, use public transportation, or bike to the arena, with incentives such as discounted tickets or merchandise. The initiative will also implement eco-friendly practices in the arena, promote the use of reusable containers, and reduce single-use plastics. Fans, players, and staff will be encouraged to take the Community Clean Air Pledge.. This partnership will drive meaningful change, promoting cleaner air and healthier living for everyone in the Utah community.

Intermountain Healthcare

Another potential pillar of Utah Hockey Club’s purpose driven partnerships is Intermountain Healthcare. This partnership is a great fit because Intermountain Healthcare’s dedication to improving mental health aligns seamlessly with the Utah Hockey Club’s commitment to the well-being of its players, fans, and community. By working together, they can leverage their platforms to promote mental health awareness, reduce stigma, and provide valuable resources and support, making a significant impact on mental health in Utah. Building on successful campaigns established with Real Salt Lake and Utah Royals last season during Mental Health Awareness Month, this initiative would designate specific home games as "Mental Health Awareness Nights," offer mental health first aid training for players, coaches, and staff, and host community workshops and seminars led by mental health professionals from Intermountain Healthcare. Additionally, a public awareness campaign will raise awareness about the importance of mental health through mental health resources.

Conclusion

These partnerships with Adobe, UCAIR, and Intermountain Healthcare would not only strengthen the Utah Hockey Club’s community presence but also drive meaningful change in promoting empowerment, environmental responsibility, and mental health awareness. These three brands will serve as a strong foundation for the team’s purpose-driven partnerships, creating a blueprint for future collaborations. I am excited to see how the Utah Hockey Club builds out their partner roster this season, both from a purpose-driven perspective and in terms of their overall partnerships.

Resources

Utah Hockey Club Background Information

Sponsor United

Utah Hockey Club/Black Desert Resort

Appendix

Figure 1

Breakdown of Utah Sports Partnerships comprising 638 partnerships