Jerseys of teams playing in European leagues have long been plastered with adsGETTY IMAGES
NHL Exec VP/Communications Gary Meagher "left the door slightly open" to the possibility of teams having ad patches on sweaters, according to Patrick Johnston of the Vancouver PROVINCE. Meagher said, “Ads on game sweaters is not something that has been discussed in any meaningful way to this point in time.” But Johnston writes with the uncertainty surrounding the '20-21 season, "you can see why NHL teams are looking at creative ways to build revenue." Johnston: "Could ad patches on sweaters be next?" Sports marketing firm Cosmos Sports & Entertainment Founder & President Cary Kaplan "believes the time has come." Kaplan: “The talk always is ‘we don’t want to be NASCAR’ but when you watch a hockey game, you’re seeing 40 rink-board ads at a time.” Johnston notes if there were to be "meaningful discussions that then led to a plan to put ads on sweaters," teams "could pivot quickly." In the future, they "would have patches included as part of Adidas’ production," but in the short term they "could add patches to their sweaters themselves." NHL teams "have worn ad patches on their practice sweaters in the past" (Vancouver PROVINCE, 12/3).
