NHL considers putting sponsorship logos on helmets

Posted on Dec 11, 2020 by Brad McCabe

The National Hockey League is reportedly considering putting sponsorship logos on players’ helmets as a means to secure additional revenues.

According to Sportsnet, the issue was raised in a Board of Governors call this week. Votes on the proposal by the players and the Board are expected in the coming weeks.

It is believed that sponsorship logos on helmets will represent something of a trial before potentially adding advertisements to player jerseys.

The NHL would be following in the footsteps of other major North American sports organizations, who are seeking additional revenue streams due to the financial impact of the Covid-19 pandemic. And for the NHL, that revenue need is particularly acute in the short term as the league generates roughly half of its total revenue, either directly or indirectly, from gate-related sources, elements that remain heavily challenged due to the ongoing public health crisis.

To that end, Vegas Golden Knights owner Bill Foley said in October, “If you don’t have game-day revenue, you don’t survive.” 

The National Basketball Association earlier this year began to allow additional sponsorship logos on practice jerseys.

Major League Soccer brought in additional sleeve and shorts logos during the MLS Is Back Tournament in Orlando, Florida.

Meanwhile, Major League Baseball is continuing to investigate sponsor placement on uniforms and batting helmets for its regular North American games, and already uses them for international games.

It has also emerged from the Board of Governors call that further temporary divisional realignment could come for the 2020-21 season, which it is hoped will start in mid-January. An all-Canadian division is already part of the plans, and the American franchises also are likely to be reorganized for the upcoming campaign.

Article by Bob Williams as posted on https://www.sportbusiness.com/news/nhl-considers-putting-sponsorship-logos-on-helmets/