The 2025 Stanley Awards winners are:
1. Best Marketing Campaign — Program intended to promote the Club’s brand and/or a related product, service, or business initiative.
Winner: Utah Mammoth for Home Opener Campaign. It is Utah’s first Stanley award win.
2. Social Impact and Growth Initiatives — Programs designed to build a healthier and more vibrant community, generating greater access, opportunity, and inclusion (e.g., hockey participation/programming, community development initiatives, purpose-driven campaigns, etc.).
Winner: Nashville Predators for their Music Heritage Nights that celebrated their unique home by hosting four nights inspired by the music of Nashville’s diverse makeup: Hispanic, Pride, API & Black Music Heritage. It’s the Predators’ second Stanley win.
3. Social Media Club of the Year — This award recognizes overall excellence by a club’s social media team, including maximizing the teams’ official social media channels to engage existing fans and capture the attention of new fans with outstanding creativity, consistency, and proven instinct to innovate within the NHL and across #smsports.
Winner: Winnipeg Jets. It’s their first Stanley win.
4. Sponsorship Activation — This award recognizes a creative and/or successful partnership campaign, platform or promotion executed in conjunction with one or more club sponsor(s) with the goal of achieving mutually beneficial brand and business objectives.
Winner: Toronto Maple Leafs for Oreo — “Stay Playful”. It’s the Maple Leafs’ fifth Stanley win (second in Sponsorship Activation).
5. Ticketing Initiative — Effort designed to generate new ticket sales or increase season ticket member sales or retention (e.g., new season ticket sales campaign, partial plan promotion, membership program, etc.).
Winner: Detroit Red Wings for Designer Merch Collaboration. It’s their first Stanley win.
6. Game Presentation of the Year — Recognizes overall excellence by a club’s Game Presentation team, including successful execution of creative, entertaining, artistic, experimental, and technically complex elements within Game Presentation. It’s the first time this award has been presented as part of the Stanley Awards.
Winner: Tampa Bay Lightning. It’s their first Stanley win.
7. Venue Business Initiative — This award acknowledges the club and arena which improved the fan experience via enhancements, or new offerings in Premium, Food & Beverage, Guest Experience, or Mixed-Use Development around the arena.
Winner: New Jersey Devils for the Center Pier Club and Eastback Kitchen at Prudential Center. It’s their third Stanley win.
8. Strategy, Analytics, and Innovation — This award identifies overall excellence by a club’s Strategy & Analytics group. Nominees should demonstrate a specific project that impacted the overall business via the use of data and technology (data warehouse, programming tools, statistical packages, APIs, front-end visualization tools, etc.).
Winner: St. Louis Blues for Bluesnatics and Blues App. It’s their first Stanley win.
