With NHL helmet advertisements here to stay, teams shift eye to jerseys

With NHL helmet advertisements here to stay, teams shift eye to jerseys

NHL teams have officially been given the green light to continue selling advertisement space on players’ helmets, and for many team executives, it’s viewed as the first step toward eventual advertisement on jerseys.

“I would think that’s the logical next step,” one NHL executive said via text Friday.

The NHL and commissioner Gary Bettman had been resistant in the past when it came to selling advertisements on jerseys or player equipment. But the financial shortfall caused by the COVID-19 pandemic created a need for the league to get creative, particularly during the 2020-21 season, with missed revenue from having empty or mostly empty arenas for the majority of the season.

Helmet advertisements for the 2020-21 season were typically make-even deals with existing sponsors, which is why most teams typically partnered up with their largest corporate partners.

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