Several NHL Goalies Propose Idea Of Corporate Logos On Jerseys

Brodeur In Favor Of Selling Sponsorships Of Goalies Jerseys

Several NHL goalies have asked the league and the NHLPA to "consider starting a so-called Goaltender's Club," and one of the revenue-generating ideas they have is "placing a corporate logo on the jerseys" of goalies, according to Rick Westhead of the TORONTO STAR. The players, who include Devils G Martin Brodeur, Stars G Marty Turco, Red Wings G Dominik Hasek and Oilers G Dwayne Roloson, have been working with sports marketing consultant Brad Robins and agent Ritch Winter, who estimate on-uniform ads "might generate upwards of $30[M] a season" for the league. Robins has "already briefed" NHL Commissioner Gary Bettman on the idea, though it is "uncertain whether [Bettman] has endorsed the idea." Drawings of proposed jersey designs include Roloson's jersey with a "small Rexall logo above the Oilers symbol," a "large tag for the bank UBS" adjacent to an RBC logo on Brodeur's jersey and one with AIG's logo that could be "displayed on the sleeves and on the bottom" of Hasek's jersey. The concept also suggests goalies be "allowed to choose the jersey's colour." Robins: "Advertisers would definitely be interested, and the goalie is the most visible player on the ice." Roloson added, "I think it's a great way to grow (hockey-related revenue). They have (uniform ads) in Europe and it doesn't take away from the true jersey look." Westhead noted the 29 AHL teams "all have the ability to sell a small advertising patch on their jerseys," and player uniforms in Europe "are covered in ads" (TORONTO STAR, 2/17).

CURTAIN CALL: In a separate piece, the TORONTO STAR's Westhead reported the NHL is "ready to establish closer ties to Hollywood." It is expected the league "will look to capitalize" on the hockey-themed movie "The Love Guru," which stars Mike Myers and Jessica Alba and will be released on June 20. The film pits Myers as a "self-help guru who tries to smooth a marital rift troubling a Maple Leafs star." While other hockey movies have been made recently, none "has had the star power" of this film. Meanwhile, a hockey-themed TV show on a major U.S. cable net also "could be in the works" (TORONTO STAR, 2/17).