NHL helmets may soon resemble those in Europe, which have logos for companiesGETTY IMAGES
The NHL is “investigating selling ads on players’ helmets,” according to Elliotte Friedman of SPORTSNET. The concept was “brought up on Wednesday’s Board of Governors call,” though there will not be “any formal comment until team presidents are briefed on Monday.” There is an understanding around the NHL “of the need for more creativity in revenue development.” The idea of putting ads on jerseys recently has resurfaced, and that “will come eventually, but there is a desire to be careful with it.” One more reason the NHL “may ‘test drive’ with helmets is to get an idea of where the market stands during COVID.” The league and teams do not “want to rush into a below-market deal” simply due to the current circumstances (SPORTSNET.ca, 12/10). NESN’s Jahmai Webster said, “Everybody’s lost revenue. They’re going to have to put a patch on the sleeve pretty soon as well” (“After Hours,” NESN, 12/10).
JUST DON'T GO OVERBOARD: NHL Network’s Mike Johnson said he is fine with helmet ads “as long as it’s small and discrete.” That actually is preferred to jersey patches, as he said, "I like the uniforms looking clean and tidy.” Johnson: “I played in Europe a couple of times where you have them all over yourself. ... You are a walking NASCAR billboard. I don't want to see it go that way.” Johnson noted the players should be in favor of any “extra revenue that you can create and that you will need to create." Johnson: “It was coming anyways, but maybe (the pandemic) just expedited the path to get there” (“NHL Tonight,” NHL Network, 12/10).
