The logical next step is ads on jerseys, which is something Dundon and other owners are hoping will happen sooner than later.

“Look, I’d be on the very, very extreme end,” Dundon said. “Like for me if we look like Formula 1 or NASCAR, that’d be fine with me. I think the league is constantly looking at how do they maintain tradition plus maximize revenue and figure out the balance? And I think they’re doing a good job of it. But yeah, if it were left to me, it would probably be a good subset of people that didn’t like what I did.”

Tom Dundon, owner of the Carolina Hurricanes. Sean Shapiro of The Athletic has more (paid) on the Canes.