Some NHL teams introduce jersey ads for upcoming season

If you watch hockey, you might be noticing something a little different in the NHL for the upcoming season.

After allowing company logos to be placed on helmets during the 2020-21 season to make up for lost revenue due to the COVID-19 pandemic, the NHL is taking things one step further by adding ads to team jerseys.

The NHL long seemed resistant to the idea of bringing in jersey ads — commissioner Gary Bettman famously said in 2015 and 2016 that the league would have to be dragged “kicking and screaming” into allowing them in the NHL.

However following the last two seasons of having helmet ads, Bettman says it has drawn in more than $100 million in revenue.

The NHL’s chief business officer Keith Wachtel told Sportsnet that NHL clubs are estimated to earn between $5 million and $10 million annually from their jersey ad deals.

The Montreal Canadians drew reactions during their Nick Suzuki captaincy announcement as a blue RBC logo could be spotted in the corner of the jersey.

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— Canadiens Montréal (@CanadiensMTL) September 12, 2022

The organization said it will only be on home jerseys and added that all jerseys sold featuring the ad will see RBC donating $20 to the Canadiens Children’s Foundation.

While the Montreal Canadiens became the first Canadian team to unveil their jersey sponsor, some American teams announced theirs a few months ago.

The Washington Capitals were the first to announce their jersey sponsor in April 2022 and were soon followed by the Columbus Blue Jackets and Pittsburgh Penguins.

Sportsnet confirmed that all 32 teams would be getting jersey sponsors and that the league’s board of governors officially approved the addition of jersey ads last August.

Fans react to sweater ads

CityNews spoke with some hockey fans around Winnipeg to get their reaction.

“I don’t mind if they have the ads there, if they’re comfortable with it, I’m fine with it,” said one Winnipegger. “Eventually you want to see the jersey. It’s all within limits.”

Another said: “As long as it’s not taking away from the logo.”

Despite some hockey fans being OK with it, many fans aren’t thrilled about the idea.

“I’m not a fan of it, there is advertising on the rink, on the sides, the player shouldn’t be advertising it,” said one hockey fan.

Another hockey fan said: “If there will be ads, put them on the back of the jersey.”

Four NHL jerseys that have confirmed advertisements for the new season. (Photo Credit: Twitter/@CanadiensMTL, Twitter/@BlueJacketsNHL, Twitter/@Capitals & Twitter/@penguins)

While some just don’t like the idea, other fans don’t want the classic look of a hockey sweater to be ruined.

“I don’t like it. I’m a traditionalist,” said one fan. “I feel it’s inevitable, it’s all about money, but I guess it remains to be seen… I anticipate it won’t be very well received by the fans, but the team will go ahead no doubt.”

Another fan said: “I would say keep the jersey traditional, there is a lot of advertising out there and it’s over the top sometimes. Keep the jersey the way it is.”

However, there is some good news for those fans: they’ll still be able to buy their favourite team’s jersey without the extra logo.

-With files from Sonny Sachdeva, Sportsnet