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The Sweater Ads

from Matt Larkin of The Daily Faceoff,

Perusing that sponsor-laden list feels like reading house-league hockey standings. But as NHL deputy commissioner Bill Daly explained to Daily Faceoff in a conversation last week at the NHL Player Media Tour in Las Vegas, it’s a necessary step toward making back the catastrophic NHL revenue losses that occurred when the COVID-19 pandemic ravaged the 2019-20 and 2020-21 seasons and vacuumed up gate revenues. The same rationale went into teams debuting ads on helmets during the 2020-21 season.

The eight teams opening 2021-22 with jersey ads won’t be the last. As Daly explains, the only reason the NHL doesn’t have all 32 doing it yet is because the other teams haven’t struck deals yet with sponsors willing to pay what the ad space is worth. Daly anticipates the jersey ad sales will be a “significant revenue stream” for the league, so the clubs will demand large sums of money to rent the space.

“I think that process plays out over a period of years,” Daly said. “Once it plays out, it’s a very significant piece of real estate being sold by the clubs, and it’s a great opportunity for potential sponsors, and I think it’s going to continue to be very valuable.”


Filed in: NHL Teams, NHL Talk, | KK Hockey | Permalink



Nothing but a money grab for the league, and a debasing of an iconic uniform. Screw the ads.

Posted by exor54 on 09/20/22 at 01:45 PM ET

Steeb's avatar

Complete and utter hogwash. The league was planning on putting ads on sweaters well before covid. It’s a convenient excuse for every corporation in the world to slash staff and jack up prices, even when it had zero impact. They gonna take the ads off, once they’ve made their covid losses back? lol

Money grab, and this will go the European route in a heartbeat, since there’s money to be had. I’ve been to games in Europe, and it’s disgusting. In the Swiss Elite League, the best scorer on the team has his name **removed** from his jersey, so they can put a “TOP SCORER” ad for the post office in its place.

And any “they won’t be obtrusive” argument is bollocks, too, bkz adverts are made to be seen. They’ll try to be subtle for a year, maybe two, then they’ll be as close to flashing neon as the technology allows.

Posted by Steeb on 09/20/22 at 03:43 PM ET

ilovehomers's avatar

Agree with Steeb. I believe that ads on sweaters was a consideration BEFORE covid. And that insinuation supposes that ads on sweaters is temporary. Does anyone honestly believe that?

Posted by ilovehomers on 09/20/22 at 03:57 PM ET

Kate-made in Detroit's avatar

The league has planned on putting ads sweaters ever since they put ads on the boards. Just my opinion……$$$$$$$=Greedy M-effers….

Posted by Kate-made in Detroit on 09/20/22 at 04:04 PM ET

Kate-made in Detroit's avatar

*on sweaters

Posted by Kate-made in Detroit on 09/20/22 at 04:04 PM ET

bigfrog's avatar

I won’t purchase anything from ads on the sweaters. Period. mad

Posted by bigfrog on 09/20/22 at 07:53 PM ET

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Paul Kukla founded Kukla’s Korner in 2005 and the site has since become the must-read site on the ‘net for all the latest happenings around the NHL.

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