The NHL took a monumental step in allowing teams to place ads on their helmets for the 2020-21 season.
So far, the decision is being described as an effort to make good on lost advertising from the shortened 2019-20 season. The helmet ads are said to be a one-year effort in an attempt to make up lost revenue from last year. Whether that decision holds remains to be seen. It’s hard to imagine the league and teams will happily turn away whatever advertising dollars can be generated by the ongoing placement of ads on helmets.
At the very least the status quo will be different for this coming year. Ads have made their way to the NHL’s uniforms, that ice has been broken, just a few short years after the NBA placed ads on their jerseys. The NHL’s jerseys remain untouched for now and I suspect they’ll remain that way for at least a few more years.
Even if this doesn’t wind up as a one-year trial, the helmet ads ought to satiate the league, owners and advertisers enough that nothing is added to the jersey. Gary Bettman has described the jerseys as sacred and I can take him at his word on that. If helmet ads are the trade-off for the jerseys remaining untouched, possibly indefinitely, that’s a fair trade to take. Continue reading