diff --git a/homeassistant/components/prometheus/__init__.py b/homeassistant/components/prometheus/__init__.py
index 1ba2c4809b6..82db5f6725f 100644
--- a/homeassistant/components/prometheus/__init__.py
+++ b/homeassistant/components/prometheus/__init__.py
@@ -1,5 +1,6 @@
 """Support for Prometheus metrics export."""
 import logging
+import string
 
 from aiohttp import web
 import voluptuous as vol
@@ -159,10 +160,23 @@ class PrometheusMetrics:
         try:
             return self._metrics[metric]
         except KeyError:
-            full_metric_name = f"{self.metrics_prefix}{metric}"
+            full_metric_name = self._sanitize_metric_name(
+                f"{self.metrics_prefix}{metric}"
+            )
             self._metrics[metric] = factory(full_metric_name, documentation, labels)
             return self._metrics[metric]
 
+    @staticmethod
+    def _sanitize_metric_name(metric: str) -> str:
+        return "".join(
+            [
+                c
+                if c in string.ascii_letters or c.isdigit() or c == "_" or c == ":"
+                else f"u{hex(ord(c))}"
+                for c in metric
+            ]
+        )
+
     @staticmethod
     def state_as_number(state):
         """Return a state casted to a float."""
diff --git a/tests/components/prometheus/test_init.py b/tests/components/prometheus/test_init.py
index 9e313fd3694..4ec40731c5d 100644
--- a/tests/components/prometheus/test_init.py
+++ b/tests/components/prometheus/test_init.py
@@ -41,6 +41,11 @@ async def prometheus_client(loop, hass, hass_client):
     sensor3.entity_id = "sensor.electricity_price"
     await sensor3.async_update_ha_state()
 
+    sensor4 = DemoSensor("Wind Direction", 25, None, "°", None)
+    sensor4.hass = hass
+    sensor4.entity_id = "sensor.wind_direction"
+    await sensor4.async_update_ha_state()
+
     return await hass_client()
 
 
@@ -103,3 +108,9 @@ def test_view(prometheus_client):  # pylint: disable=redefined-outer-name
         'entity="sensor.electricity_price",'
         'friendly_name="Electricity price"} 0.123' in body
     )
+
+    assert (
+        'sensor_unit_u0xb0{domain="sensor",'
+        'entity="sensor.wind_direction",'
+        'friendly_name="Wind Direction"} 25.0' in body
+    )