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Sources: NHL To Expand Branded Signage With Leading Edge Wrap

New sponsor inventory reportedly will be located on inside of rink’s glass where it meets dasher board wallGetty Images

The NHL is experimenting with another new piece of sponsorship inventory for this year, according to sources. Branded decal signage, which is being formally referred to as the leading edge wrap, will be located on the inside of the rink’s glass where it meets the dasher board wall, according to sources, and will exclude player benches and penalty box areas. Sources indicated that the new piece of inventory is viewed similarly to the helmet sponsors as primarily make good opportunities for teams with their respective sponsors. Sources also said that teams may have up to two sponsors positioned either as a step-and-repeat format or segmented by zone. The inventory will be situated around the entire rink. Signage height is believed to be around 12 inches, with the logo height not to surpass 10 inches (Mark J. Burns, THE DAILY).

BREDTH OF OPPORTUNITY: Senators President of Business Operations & Alternate Governor Anthony LeBlanc said, "The league has done a great job of allowing us to have increased revenue possibilities with half a dozen properties that wouldn’t be there, but, for, the circumstances we’re under, those have been very well received and we’ll be making an announcement on those in the next couple of days." In Ottawa, Bruce Garrioch notes this allows the Senators to "get revenues out of rink boards, signing and decals on the helmets." The "expectation is the Senators will wear one set of ads on their helmets on the road and another at home as part of sponsorship deals." This is "allowed for this season only, but you’d have to think they’re [possibly] here to stay." LeBlanc added, "The other revenues that we’ll be focused on, that aren’t so much building-specific, are the digital assets that we have in our broadcast partnership with TSN. There’s helmet decals, there’s the tarping that will happen in the lower bowl while we don’t have fans and increased signage behind the bench and things along those lines" (OTTAWA SUN, 12/28).

TONE IT DOWN A BIT: In N.Y., Larry Brooks wrote that he understands promos videos and announcements on NHL.com "accompanying the announcements of helmet logo deals are elements of more comprehensive sponsorship agreements," but replacing a team logo "with a bank’s is hardly worthy of the celebration accorded by the Capitals." Brooks: "There was a time in my past life as VP of Communications & Advertising for the Devils when I had the responsibility of selling sponsorship programs. So I get all the bells and whistles. But there is no reason to flaunt it" (N.Y. POST, 12/27).

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