from Mark J. Burns of SportsBusiness Journal,
NHL jersey advertising could become a reality as early as the 2022-23 season, multiple sources tell Sports Business Journal, cautioning that nothing has been finalized or approved by the league’s Board of Governors.
In recent weeks, NHL clubs have been conducting valuation work -- some with third-party sports sponsorship and marketing agencies as well as valuation firms -- to determine what a jersey patch and helmet decal could both be worth before eventually providing that data to the league, sources said. In other words, what’s the business and revenue case for formally adopting the new sponsorship assets, some sources described.
The exact location of a jersey patch, chest or shoulder, is also still being discussed and evaluated, sources said. Jersey patch sizing is unknown at this time.