The NHL originally began discussions regarding the possibility of approving jersey advertisements following a successful introduction of helmet advertisements back in 2020. The helmet ads originally approved to offset financial losses due to the Covid pandemic.
The league made final approval of the jersey advertisements in 2021. Much to the dismay of most hockey fans, the “writing” was on the wall. Teams soon began rolling out their various partnerships shortly thereafter.
So far, unofficially, seven teams have displayed their new advertising partners to date:
Here They Come
The Washington Capitals were the very first team to announce their partnership with Caesars Sportsbook back in September of 2021, days after the league formerly approved the 3”x 3.5” jersey advertisements in August of 2021.
The St. Louis Blues announced their partnership with Stifel back in April of 2022. Stifel is a wealth-management firm headquartered in St. Louis. The deal is to last five years, through to the end of the 2026-27 season.
The Penguins and Highmark, a health care organization, announced a multi-year agreement on April 19, beginning with the 2022-23 NHL season. It’s an improvement, right? Moving on.
The Arizona Arizona Coyotes announced that they will be wearing a jersey patch advertising Gila River Resorts & Casinos during the 2022-23 NHL season. This is the same sponsor that sponsors their former arena. The advertisement was first spotted in the wild by ESPN’s Greg Wyshinski at the 2022 Rookie Showcase.
The Minnesota Wild announced their jersey advertising partnership in August of 2022. TRIA is an orthopedics company that already sponsors the Wild’s practice facility.
The Columbus Blue Jackets announced in March of 2021 that Columbus-based Safelite, an auto glass company, would be the team’s first jersey sponsor in franchise history. Safelite will sponsor all three of the team’s 2022-23 season jerseys—home, road and third—with a 3.5-by-1-inch patch located on the upper right chest of each jersey for three years.
And finally, on Monday the Montreal Canadiens and RBC announced a multi-year jersey partnership agreement, which will see the RBC logo featured on Canadiens player home jerseys worn at the Bell Centre beginning in the upcoming 2022-23 season.
The NHL’s jersey advertising program permits up to two jersey sponsors per team when separate sponsors appear on home and away jerseys, beginning with the ’22-23 season.
So, how are the new jersey advertisements sitting with you? Is it much needed money for a league that has struggled financially during the pandemic years? Or is it just a plain eye-sore you will never get used to? Drop us your thoughts in the comments.
By Jon Sorensen