NHL Brings On Sponsors For New Divisions This Season

NHL

The NHL has “brought on four sponsors for the names of the new four divisions in its re-aligned schedule” that will be used during the ’21 season, according to SPORTSNET. The sponsors are MassMutual (East Division), Scotiabank (North Division), Discover (Central Division) and Honda (West Division). The move, which the league in a release said is just for this season, comes as league revenues are “taking a hit during the COVID-19 pandemic due to lack of fan attendance.” This announcement follows the agreement between the NHL and NHLPA allowing teams “to sell ad space on player helmets for the first time” (SPORTSNET.ca, 1/5).

MORE HELMET DEALS ANNOUNCED: The Maple Leafs and Flames both will have Scotiabank on their helmets, with the financial institution also serving as the arena naming-rights sponsor for both teams. The Leafs' venue has been called Scotiabank Arena since '18 (formerly Air Canada Centre). The Flames' venue has been called Scotiabank Saddledome since '10 (THE DAILY). The Blue Jackets will have two helmet sponsors this upcoming season. Nationwide's brand mark "will appear on white helmets worn during road games," while OhioHealth's logo "will appear on blue helmets worn by players at home games at Nationwide Arena." Both brands are "long-time corporate partners" of the team (MYFOX28COLUMBUS.com, 1/4). The Coyotes and Mountain America Credit Union revealed a season-long partnership for the Mountain America brand to appear on the Coyotes' home helmets for the entirety of the regular season and playoffs. The logo also will be on the players’ helmets for all home practices (Coyotes).

Download the NHL Helmet Sponsor