The NHL and NHLPA are continuing their "push this summer to sell advertising space on player jerseys at the upcoming World Cup of Hockey," asking $8M "for the rights to all eight teams," according to Rick Westhead of TSN.ca. However, no brand "has been willing to meet the asking price.” One marketing exec said, "Someone paying $8 million? It's just not going to happen. They think they’re going to get a global financial services company like Visa to pay that much, but it’s just not going to happen.” Westhead reported the jersey deal “would be for something more significant than just a designated ad patch,” and the “goal is to develop a seamless way to mesh advertising with World Cup team logos.” Additionally, advertisers said that the league and the union also are “selling virtual advertising on rink dasher boards for the first time” (TSN.ca, 7/13). YAHOO SPORTS' Greg Wyshynski noted the "assumption had been the on-jersey ads would be patches or some such." Jersey sales are "going to be a big part of the equation for the NHL and the NHLPA." Wyshynski asked of the notion of meshing ads with team logos, "Would that type of logo impact them? Or has the popularity of Euro soccer gear confirmed that consumers care less about being walking billboards?" (SPORTS.YAHOO.com, 7/13).
