from Rick Westhead of TSN,

NHL and NHL Players' Association officials will continue their push this summer to sell advertising space on player jerseys for the upcoming World Cup of Hockey, asking $8 million for the rights to all eight teams in the tournament.

Two people familiar with the matter told TSN the league and union have been pitching on-uniform advertising for several months now. While some sponsorship deals have been agreed to, no company has been willing to meet the asking price for jersey ads at the Toronto-based event scheduled for September of 2016.

"Someone paying $8 million? It's just not going to happen," said a marketing executive who has been pitched by the NHL and NHLPA. "They think they're going to get a global financial services company like Visa to pay that much, but it's just not going to happen."

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