from Rick Westhead of TSN,

The NHL has once again said no - for the time being - to selling prime space on team jerseys to sponsors, a move the league estimates would generate at least $120 million.

During a recent meeting of NHL team presidents in New York, league officials estimated they might raise $4 million per team by allowing corporate sponsors to put their logos front and centre on jerseys, a person familiar with the matter told TSN.

"Gary (Bettman) and owners like the money, but they don't want to be first out of the box with this in North America," the person told TSN. "They'll wait for the NBA or baseball to do it and then be second or third."

The NHL, like other mainstream North American sports, to this point has resisted breaking with tradition, even though NHL jerseys already carry advertising since jersey maker Reebok's logo is so prominent.

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