Hockey business is booming as the NHL bounces back from the pandemic in a big way

As the NHL playoffs begin this weekend, ushering in the most exciting hockey of the year, business is booming and the league has bounced back in a big way from the pandemic. Backstopped by new U.S. media rights deals, digital dasher boards and helmet and jersey ads, revenue is again projected to top $6 billion. Commissioner Gary Bettman says it starts with the quality on the ice, but that has also made the NHL attractive to businesses. The latest is a sports drink deal with Bodyarmor to replace the Biosteel agreement following that company's bankruptcy.