from Rick Westhead of TSN,
NHL sponsors say they expect the league to use next year's World Cup of Hockey to trial on-uniform advertising.
Every North American sports league has weighed the added revenue putting ads on uniforms would generate against fan backlash. ...
In September, NHL officials told team presidents that the league would prefer not to be the first major league in North America to feature on-uniform ads, even though the move might generate $120 million.
But more recently, in the wake of the NHL's announcement of the eight-team World Cup of Hockey, sponsors say they expect the league and NHLPA to be aggressive with its marketing efforts. NHL officials have said privately that they hope the tournament generates close to $100 million. (The league recently sold the World Cup's Canadian TV rights to Rogers Communications for about $30 million, NHL sources tell TSN.)
The NHL has informed sponsors that it will feature about eight categories of sponsorships for the World Cup, selling each for about $1.5 million. To have a corporate logo featured on a team jersey would probably cost about $2 million per team, sources tell TSN.