Sergei Belski-USA TODAY Sports
Ads could be sold and featured on NHL team jerseys by 2022-2023 season, Sports Business Journal’s report says Mark J. Burns.
The report reveals that the league and its teams have “done some evaluation work” with third-party sponsors and marketing agencies to see how much money the combination of a jersey and helmet advertisement could make.
The league has started selling advertising space on helmets this season – along with the naming rights for the league’s four impromptu divisions created due to the strict geographic programming that comes with preparing for a new season during the COVID pandemic. -19.
These deals are said to have brought the NHL around $ 100 million in revenue, which is vital considering the league suffered a heavy blow last season when COVID forced the league out of the regular season in March to return to the bubbles at Toronto and Edmonton for the playoffs in August.
In January, the NHL took out a billion dollar loan to support each of its 31 clubs, providing them with roughly $ 30 million each.
For plenty of hockey traditionalists, selling advertising space on uniforms – even helmets – was sacrilege. But it’s something they should get used to, as league commissioner Gary Bettman said in March that it’s “more likely than not” that these ads will be on helmets again this season. next.
â€œIt doesn’t necessarily mean we’re on a slippery slope, but in these tough times, especially economically, we’ve focused on making sure we’re doing our best in terms of league rules and financial opportunitiesâ€¦ can be presented, â€he said.
For a league that consistently lags in popularity and exposure compared to the NFL, NBA, and MLB, selling space for helmets and jerseys only makes sense for the brand to the NHL is growing.
The NBA has already sold advertising space on its jerseys while Major League Baseball has started to feature its uniform maker, Nike’s famous â€œswooshâ€ on the chest of each jersey. The NFL also sold space on its practice uniforms for advertisers.