Top 3 Reasons Why The NHL Needs Jersey Advertisements:

1. They Look Cool!
International hockey has had advertisements plastered all over their jerseys for years and people don’t seem to mind them. When I watch the annual Spengler Cup on TV from Davos, Switzerland, two things always stand out for me.
First, the car that is given to the MVP of the tournament that is always placed in a corner of the rink just beyond the glass. Rarely will you see cars as prizes in North American tourneys. I’ve often wondered if one has ever been dinged by an errant puck! Second, the corporate ads that occupy virtually every spare spot on the player’s uniforms.
Not only are the ads prominently displayed on the jerseys, they’re also pasted to the pants as well. Usually the funniest ads are the ones that appear to be stuck on to the player’s helmets at the last minute that are too big and start to pull away. I’m sure opponents just want to tear them off completely by the flaps! I would. The ads are colourful and numerous and if the team’s logo is just plain ugly, why not cover it up with a big bright brand.

2. Additional Revenue Stream
There are no two NHL rinks that have identical names. The amount of money corporates dole out for arena naming rights is hefty. For example, in Dallas, American Airlines paid $190 million dollars for the naming rights to the Star’s arena, American Airlines Center. The NHL is primarily a gate-driven revenue operation, meaning, the majority of its revenue is generated via ticket sales. A smaller percentage is received in merchandising sales.
There are only well-heeled NHL owners and I doubt they would turn down an opportunity to score more ad revenues if SAP, Porsche, or Carlsberg wanted to come across to North America and plunk down sizeable dollars to splash their brands onto pro hockey gear! Also, the nhl.com online store could offer another jersey line to their shelf.
Unlike the NFL, pro hockey has yet to reel in a mega TV deal, consequently, pro hockey is behooved to pursue multiple revenue sources.

3. Paying Customers Benefit
Related to acquiring an additional revenue stream, paying customers would not be relied upon as heavily to pay for pro hockey salaries and owner’s summer cottages and jets. If costs of the game can be offset by additional corporate partners via brand stickers and patches on jerseys, then, perhaps, ticket prices can be stabilized, concession pricing can be lowered, and the in game experience can be a more affordable opportunity for families.
The year to year struggle of the NHL is always in securing long-term corporate sponsorship. By using an overseas hockey model of branding on jerseys, it stands to reason that North American corporates would want their slice and may be spurred on to open their wallets instead of letting foreign competition skate away with a new found ad market. I can just imagine, Tim Hortons and Dunkin Donuts in perfect harmony, on the back side of Sidney Crosby’s hockey pants!


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Keywords: hockey, NHL, nhl.com

By: PuckProspect

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