Steven Stamkos of the Tampa Bay Lightning celebrates in the locker room with the #91 Stanley Cup as the Tampa Bay Lightning defeated the Montreal Canadiens in Game Five to win a best-of-seven series 4-1 during the Stanley Cup Finals of 2021 Stanley Cup playoffs on July 7, 2021 at Amalie Arena in Tampa, Florida.
Scott Audet | National Hockey League | Getty Images
The final numbers are number one, and the National Hockey League drew 3.6 million viewers for Game 5 of its Stanley Cup Finals on NBC, the league’s last season on the network.
On Wednesday, the Tampa Bay Lightning defeated the Montreal Canadiens 1-0 to repeat as Stanley Cup champions. Like pro basketball, the main NHL event is closed due to the pandemic. But the viewership has improved compared to the 2020 Stanley Cup played in September last year.
The series got an average of 2.52 million viewers. The 2020 series featuring the Lightning and Dallas Stars saw nearly 2 million viewers across six games. The 2019 Stanley Cup Finals featured the Boston Bruins – one of the “original six” hockey clubs in the NHL – and the St. Louis Blues, and averaged 5.3 million spectators throughout the seven games.
The first four games of the 2021 series averaged a total audience delivery (combines linear, cable and streaming) of 2.23 million viewers on NBC’s Broadcast Network and Sports Channel (NBCSN).
The NHL ended its 16-year relationship with NBC this year and moved to ESPN and WarnerMedia. The league increased its media rights fee to over $625 million a year, courtesy of the new deals. ESPN and TNT will split the upcoming Stanley Cup broadcast.
Pat Maroon #14 of the Tampa Bay Lightning lifts the Stanley Cup after a 1-0 win in Game Five of the 2021 Stanley Cup Final to win a series four game against the Montreal Canadiens at Amalie Arena on July 07, 2021 in Tampa. , Florida.
Florence Label | National Hockey League | Getty Images
a new way to activate
But before NBC Sports ended its coverage, Lightning left winger Patrick Maroon struck up a personal trade deal.
Maroon became the first NHL player to activate a marketing deal after the Lightning won the series. While conducting an on-ice interview with NBC, he mentored Shevelogic and speeded up their deal. The company manufactures shaving products and has signed Maroon to a six-figure contract with stock options and as ambassador. The agreement was negotiated by NHL agent Rob Grant for the Octagon’s hockey division.
Chevlogic also signed a deal with the NHL in May and is now allowed to take advantage of the league’s intellectual property and have its brand displayed in future Stanley Cup events.
The 33-year-old Maroon finished the NHL regular season with 18 points (14 goals and four assists) in 55 games. He has one year left on his contract, which is valued at $1 million. According to Spottrack, in his career, Maroon has earned $15 million.
Disclosure: NBCUniversal is the parent company of CNBC.