Report: NHL Board Of Governors Set To Approve Helmet Sticker Ads

The NHL’s Board of Governors could approve helmet ads for the ’20-21 season as early as today, according to Sports Business Journal (SBJ). Sources said it’s “likely” that the asset will be approved. A Board of Governors call is scheduled for today.

The sticker placement of sponsors would be located on both sides of a player’s helmet, sources said, and only one brand would be allowed at a time on the helmet.

According to SBJ, teams will likely have the option of selecting one brand for all home games and one brand for all away games, but they won’t be able to swap different sponsors throughout the season. It’s currently unclear what the exact size of the sponsor stickers will look like.

Beyond being a make good for significant sponsors, sources characterized the one-year initiative as an opportunity for teams and the league to gather media impression data, on-air screen time and other metrics before potentially taking the new asset to market as part of a larger sponsorship package.

Chicago-based consulting and analytics firm Navigate estimated that NHL helmet ads would be worth “roughly $2.5 million in fair market value for an average team.”

Sportsnet’s Elliotte Friedman first reported a week ago the possibility of ads on NHL players’ helmets.

About Jon Sorensen

Jon has been a Caps fan since day one, attending his first game at the Capital Centre in 1974. His passion for the Caps has grown over the decades, which has included time as a season ticket holder, social media and community organizer, and most recently led to the founding of NoVa Caps in 2014. Jon earned a Bachelor's of Science in Civil Engineering at Old Dominion University, and is a Systems Engineer during intermissions, which has been instrumental in supporting his Capitals habit.
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2 Responses to Report: NHL Board Of Governors Set To Approve Helmet Sticker Ads

  1. avejoe1 says:

    That’s that then. The camels nose is in the tent. In two years the NHL will look like the KHL.

    That’s not a compliment.

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