Sponsored jersey patches are now a thing for NHL teams -- and expect more of them next season. The financial impact is significant, creating an additional revenue stream. (SachdevaSonny)
that the league would have to be dragged “kicking and screaming” into allowing them in the NHL — but the situation appears to have changed given the significant financial impact of the pandemic. In the wake of the early signs of that impact, the league has been focused on creating new revenue streams for teams to pursue, says Van Stone, beginning with helmet ads and forms of virtual broadcast signage, and now extending to jersey ads.
, who’s made his name as one of the foremost experts on sports aesthetics over his two decades writing on the subject and running the popular website Uni Watch, understands better than most the reasons underlying that sentiment. And he figures the disappointment will be especially poignant for North American hockey fans, given the particular jerseys that will soon have ads stitched onto them.
For Lukas and many fans, though, there’s a feeling that stamping another company’s logo on NHL jerseys chips away at that mystique. It alters something about their relationship with those jerseys, even if only slightly. That there are a portion of fans who are hesitant to see ads on NHL jerseys isn’t news to the league, says Wachtel, who points to the league’s decision to continue selling jerseys to fans without any additional logos once the ads join the fray in 2022-23.
“I think soccer is a more realistic thing to be concerned about, where essentially the advertiser’s logo or name kind of takes precedence over the team brand. I think that’s a concern in all North American sports,” says Lukas. “All you have to do is look at the WNBA or the G League, whose name itself is an ad. … If you look at those leagues, you can sort of see a more soccer-like approach, where the team name is subservient, often, to the advertised name.
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