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.