Detroit Red Wings Announce United Wholesale Mortgage as New Jersey Sponsor in Major 2025 Partnership…read more…
June 6, 2025 – Detroit, MI — In a move that symbolizes both a new commercial chapter and a nod to local pride, the Detroit Red Wings have officially named United Wholesale Mortgage (UWM) as their new official jersey sponsor, starting in the 2025–26 NHL season. The announcement was made during a live press conference at Little Caesars Arena, attended by team executives, players, and UWM leadership, drawing both media attention and fan reactions across the hockey world.
This new partnership signals a significant shift in branding for the Red Wings, one of the NHL’s Original Six teams, known for their storied legacy, passionate fanbase, and classic red-and-white jerseys. For the first time in several years, the team’s jerseys will feature a new corporate patch on the upper right chest — this time displaying the UWM logo, replacing Meijer, whose deal ended after the 2024–25 season.
A Homegrown Partnership
Christopher Ilitch, President and CEO of Ilitch Holdings, emphasized that the partnership with United Wholesale Mortgage is more than just a business transaction — it’s a celebration of Michigan pride and shared values.
“The Detroit Red Wings are proud to align with another iconic Michigan-based organization. United Wholesale Mortgage’s commitment to excellence, innovation, and the community resonates strongly with our own values,” said Ilitch. “This is more than a sponsorship — it’s a collaboration between two institutions dedicated to making Michigan stronger, on and off the ice.”
United Wholesale Mortgage, based in Pontiac, Michigan, is the country’s largest wholesale mortgage lender. The company has rapidly grown under the leadership of CEO Mat Ishbia, who also owns the Phoenix Suns of the NBA. While Ishbia has made national headlines in the sports and business worlds, this deal brings his influence back home to Michigan — a move he calls “deeply personal.”
“Wearing the Winged Wheel is one of the highest honors in sports, and we’re thrilled to be a part of that legacy,” Ishbia stated. “This partnership represents our dedication to the state, to Detroit, and to organizations that stand for something more than just business. It’s about culture, loyalty, and the future.”
Details of the Sponsorship Deal
While the official financial terms of the deal were not disclosed, industry experts estimate the partnership to be worth between $5–7 million annually, placing it among the top-tier jersey sponsorships in the NHL. The Red Wings’ home and away jerseys will feature the UWM patch, and the sponsorship extends to arena signage, broadcast integration, digital content, and community programs.
Sources indicate the partnership will include:
- Jersey branding on all game uniforms beginning with the 2025 preseason.
- Joint community outreach, including youth hockey clinics and affordable housing initiatives in Detroit.
- Digital campaigns across Red Wings and UWM platforms, aimed at engaging a younger and more diverse fan base.
This jersey sponsorship follows a broader trend in the NHL, where corporate logos have begun to appear on team sweaters as an approved revenue model since 2022. Though some purists remain resistant to commercial branding on traditional uniforms, league officials and team owners argue it’s a necessary evolution in modern sports marketing.
Fan Reactions: A Mixed But Hopeful Reception
The fan response has been diverse. Many are supportive of the partnership, particularly given UWM’s Michigan roots. Social media saw an influx of praise for choosing a local sponsor, with fans noting that if anyone’s name is going on the jersey, at least it’s a business with Detroit-area connections.
“I’m all for the Red Wings teaming up with a local company. UWM has been giving back to the community for years. If this helps the team improve and stay financially strong, I’m on board,” said season ticket holder Jamal Roberts of Dearborn.
However, traditionalists and die-hard fans expressed concern over the commercialization of one of the NHL’s most sacred jerseys. “The Winged Wheel stands on its own. It doesn’t need a mortgage logo on the front,” tweeted one fan, echoing a sentiment shared by hockey purists across forums and Reddit threads.
To help ease the transition, the team hosted a jersey reveal event at Campus Martius Park in downtown Detroit, where fans could see the new uniforms up close and take photos with current players. The event was festive, drawing hundreds of spectators and offering interactive booths explaining both the Red Wings’ history and the vision behind the UWM partnership.
Looking Ahead: A Boost for the Red Wings Rebuild
For the Red Wings, this deal comes at a crucial time. The team, under the leadership of General Manager Steve Yzerman and Head Coach Derek Lalonde, is in the midst of a promising rebuild. With a young, talented core developing, the added financial support from UWM could help the organization invest further in player development, training facilities, and fan experience upgrades.
“We’re building something special here in Detroit, and partnerships like this help lay a stronger foundation,” said Yzerman in a post-announcement interview. “We want to give our players every resource to succeed — and give our fans something they can be proud of.”
As the 2025–26 season approaches, the Red Wings are expected to debut the new jerseys during the preseason opener, giving fans their first official glimpse of this historic collaboration in action. It may mark a visual shift, but the heart of the team — its grit, legacy, and Michigan roots — remains unmistakably intact.
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