Report: NHL Could Raise Around $15M This Season With Helmet Ads

The NHL "hopes to raise $15M selling ads on helmets this season," according to TSN's Rick Westhead. While some clubs like the Maple Leafs and Canadiens are "targeting $1M deals," other small-market teams are gearing for "far less." One league exec indicated that teams "don't consider this 'new-found money' [because] helmet ads will be given to some sponsors as 'make goods'" for fans not being in attendance. The exec stressed that ads on helmets are "not about greed." They added, "It's about saving jobs and people's homes. Do you know how much money we are going to lose without customers in arenas? We are hemorrhaging money and we need to find any possible option for keeping our people employed" (TWITTER.com, 12/21). THE DAILY last week reported that the NHL BOG was likely to approve helmet ads for the upcoming season (THE DAILY).