Here Come The Ads: All Confirmed Jersey Ads For The 2022-23 NHL Season (So Far)

Graphic: SI

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.

Photo: @Capitals

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.

Photo: St. Louis Blues

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.

Photo: Pittsburgh Penguins

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.

Photo: @Twitter/@Wyshinski

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.

Photo: Minnesota Wild

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.

Photo: Columbus Blue Jackets

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.

Photo: Montreal Canadiens

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

About Jon Sorensen

Jon has been a Caps fan since day one, attending his first game at the Capital Centre in 1974. His interest in the Caps has grown over the decades and included time as a season ticket holder. He has been a journalist covering the team for 10+ years, primarily focusing on analysis, analytics and prospect development.
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20 Responses to Here Come The Ads: All Confirmed Jersey Ads For The 2022-23 NHL Season (So Far)

  1. Scottlew73 says:

    Didn’t know St.Louis was sponsored by Archie Bunker!!

  2. Anonymous says:

    As a purist I can’t stand it. As a businessman I understand.

  3. Anonymous says:

    It’s blasphemy! And where will it stop is the bigger question

  4. Anonymous says:

    Tacky. Takes away from the look of the jersey.

  5. GR+in+430 says:

    I hope this doesn’t go any further, and that the NHL doesn’t end up with jerseys like the Swedish league’s where they look like clown costumes with all the patches on them.

  6. DWGie26 says:

    I don’t love it, but understand it helps with financials. If it helps speed up the Salary Cap increase I am for it. But please… go no further. One on helmet and on jersey i can live with.

  7. steven says:

    I understand why but still not good and where does the money raised go, certainly not to reduce ticket prices!

  8. Anonymous says:

    If they have to place ads on players, it means the players are overpaid. It sucks to see hockey jerseys having ads on them because it is only the first step until the jersey becomes like European football jersey with companies becoming the main feature on them.

  9. Marky says:

    That Gazprom is in poor taste.

  10. Sebastien Dekleva says:

    my thought as a graphic designer is that the nhl needs to enforce some color regulations for these logos before things kinda get out of hand. monochrome versions like safelight for cbj is the right direction to go. the Habs jersey looks like shit with two times of blue. I understand why this kinda needs to happen, but I think it can be done in a tasteful manner, with some proper regulations.

  11. SJ4Life says:

    Sucks. Looks bad on many levels.

  12. Anonymous says:

    Pretty soon NHL jerseys will look like a NASCAR car – more advertisers than paint – just not going 200 mph.

  13. Tim says:

    It should be reversed immediately.

    As several have said, how far will it go?

    There is a classiness and sense of respect to the game and its history that is totally getting shit on.

    The finacial losses that have occurred are unfortunate, and I think most people were affected by covid in some way. However, slapping ads on jerseys is a poor excuse to make up for the hardships that may have occurred during those pandemic fear filled years.

    Food and drink at the games is already expensive as hell for most people. There’s plenty of profit coming from that. Now that Covid is waning I imagine more people have been attending indoor sporting events. Maybe the losses won’t be made up, but from here on out, teams that are worth watching will surely bring in more than enough on ticket prices and food/beverage.

    This is a tarnishing change and pretty disrespectful to anyone who believes in the NHL and its history. I really hope more people speak up because it won’t get any better.

    The ice rink itself has become increasingly more ad filled since I can remember from the 90’s. The jerseys and helmets are getting ridiculous.

    The quality and excitement of the game is diminishing and the advertisements on the jerseys is another tainted addition the game.

    The league can add all the flashing lights, smoke, and loud music they want. That is not hockey.

    Keep the art/sport of hockey alive for God’s sake. Do it for the children!!!

    Speak up now before it is too late!!!

  14. Terry Noble says:

    It is another form of NHL greed. Electronic boards are distracting, uniforms will look like the European leagues or Canadian curlers. What other sport would pay $55 for two beers and 2 hot dogs? Seats or season tickets never go down only up. Collectively it is becoming a turnoff.

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