Report: Ads Coming To NHL Helmets?

A report from Sports Business Journal on Thursday morning indicates there could be a new revenue stream coming to the NHL soon.

SBJ reports the NHL’s Board of Governors could approve helmet ads for the 2020-21 season as early as Thursday.

According to the report, “the helmet ads for the upcoming season are primarily designed as a make good for naming rights sponsors and founding-level type partners, subject to league approval. The sticker placement of sponsors would be located on both sides of a player’s helmet, sources said, and only one brand would be allowed at a time on the helmet.”

A Board of Governors call is scheduled for Thursday.

17 thoughts on “Report: Ads Coming To NHL Helmets?

  • December 17, 2020 at 11:01 am

    Helmets are fine w/ad.
    Although I feel its a slippery slope…..

  • December 17, 2020 at 11:37 am

    I hope they are small ads.

  • December 17, 2020 at 12:30 pm

    Once this starts, is only a matter of time until the ice looks like a Euro hockey league and jerseys look like NASCAR

  • December 17, 2020 at 1:43 pm

    Agree, hope it doesn’t happen with Jerseys. The temptation of revenue $ signs from it will appeal to league, owners and players alike, hard to believe they don’t go there on anither year or 2.

  • December 17, 2020 at 3:29 pm

    Yess like a John Shannon reporté on the 9 dec there is a big chance that they will put adds on the helmets and iff they start with the helmets then probably they will try soon on the pants or lower body parts..not sure they will try on the jersey except iff there is a lot of money involve ..
    Iff the league wants to have peoples in their arenas maybe they should sell fullyear tickets with a vaccine included in the deal ..they would be safe and they would be able to sell food and beer win situation
    The Hawks vaccination campaign would attract many fans …with a special Hawks bracelet including a a nano chip that shows your had the vaccine…wow…great idea .hope they will read my post ..hehe

  • December 17, 2020 at 5:12 pm


    December 17, 2020 at 12:30 pm
    Once this starts, is only a matter of time until the ice looks like a Euro hockey league and jerseys look like NASCAR

  • December 17, 2020 at 5:13 pm

    Thank you sir may I have another.

  • December 17, 2020 at 5:15 pm

    Billboard. Paper Mache.

  • December 17, 2020 at 9:57 pm

    I say nip it in the bud. Boycott any advertiser and complain to that company.

  • December 18, 2020 at 8:11 am

    “I’m not buying lunch at McDonalds until the arches are off my team’s helmets!” declared guy whose personal decision made no impact on company revnue…

    re: Tony’s comment about boycotting any sponsor on helmets – really? C’mon… in 2020 that’s legitimately the most childish response I can imagine. The league just came thru the toughest non-lockout financial year in the history of the league and they’re trying to creatively come up with new revenue streams so they can afford contracts they’ve already written (much less new ones for players who have worked their ass off their entire life to get paid) and we’re gonna get upset there might be logos on helmets? Really?

    Pay attention to the world of sports, people. In Europe, hockey and soccer jerseys are walking/skating f***ing billboards. Nobody has said that’s how this should look. They’re talking helmet stickers. if that ruins the aesthetic for you I’m sure professional lacrosse would love another fan (oh, wait, they’re probably going to ads, too, because every business in the world needs money right now)

  • December 18, 2020 at 9:32 am

    I saw last week that Branden Hagel is not on the Roster of the HC Thurgau anymore …is it because he has to come back in America or because he is out injury? He had 8 goals 15 pets plus 4 in 14 games .
    Wish to see him play with the Haws this year.

  • December 18, 2020 at 10:29 am

    2010 i’m pretty sure i saw where Hagel was called back to be ready for traing camp.

  • December 18, 2020 at 10:39 am

    Slippery slope man.
    That is the point you are missing.

    Yeah, 2020 has been tough emotionally, medically, and financially.

    NHL owners need to find ways to generate any revenue streams they can find, like you said.

    But once this starts with ads on helmets… is not long until the NHL ice looks like a Swiss hockey league and uniforms look like Chase Elliot climbing out of the NAPA Chevy.

    Now I love NASCAR. Every damn thing about it.

    But will you, young Tab, enjoy seeing Pepsi logos in the face off dots, and Viagra ads on the Hawks uniform pants?

    You cannot put toothpaste back in the tube man.

    That is the point of those not wanting ads on helmets.

  • December 18, 2020 at 12:40 pm

    I think there’s a central component of this report that some are missing:

    The ads on helmets is being considered in large part as a make-whole for sponsors who paid money with expected return (KPIs) that weren’t achieved because of the pandemic. This wasn’t something that was brought up as a permanent deal (at least for now). A good comp is the DH in the National League. MLB still hasn’t decided if that’s permanent (which is insane to me, but another soap box). But they added it because of how the pandemic was impacting the immediate.

    Perimeter – I completely understand all the points you’re making. No, I don’t ever want to see NHL jerseys covered in sponsor tags the way a NASCAR driver/car are coated in brands. And you’re absolutely right that you can’t put the toothpaste back in the tube.

    But if we look at how the NFL and NBA have integrated sponsors into their jerseys in a way that’s been minimally intrusive to the overall aesthetic of the jerseys, there is a model to consider. There are ways for the league to create revenue streams without ruining the experience. And, if we’re honest, there are fans who HATED the logos on the glass that are imposed by the broadcast… yet how much does that really take away from your game experience?

    I am confident that, at some point in our lifetimes, there will be logos on every professional sports jersey in the US. We just need to get used to the idea – and hope the leagues do it in a way that doesn’t ruin the overall look of the jerseys. Jersey sales will be a strong indicator of how fans overall feel about the logos on jerseys for sure.

  • December 18, 2020 at 2:13 pm

    Hated when the arenas started plastering adds on the boards at the time, but can still enjoy the game even it felt like losing touch with past and seemed to feel like it cheapened the experience. Hopefully as mentioned if Jerseys become ad revenue a much more classier way than how it is done by European teams is used at least.

  • December 18, 2020 at 8:10 pm

    OK Tab.
    If league can integrate advertising on jerseys and the ice surface with minimum invasion, then that is cool.

    But you remember the lockout shortened season of 2012-13.

    Remember watching the NHL players in Europe looking like as damn walking billboard, taking face offs in a giant Hewlett-Packard face off circle?

    You want that?.

    The thing about MLB, NFL, and NBA?
    They got more money than the NHL.

    So minimal size ads can be supported.

    The NHL will need to sell bigger ads to supplement loss of income.

    That is the toothpaste argument.

  • December 18, 2020 at 10:09 pm

    I really didnt like the billboard name/sponsors on the glass but you could sort of block it out. Same with the priest collars they destroyed the jerseys look/all they had to do was keep it the same color as main part and it would have been ok but they couldnt help themselves make it look stupid.

    I could see a logo on helmet and pants but not jerseys that way you knid of do not see it unless its whislte. That way is doesnt take away from the game when being played.

    I thought would also like the color between the glass to be ths same in every rink/not team colors. Just like the red blue lines/the same at every rink. So I like old school look/I mean the ice lines are basically the same since 1926.

    The Indian/Blackhawks logo is more important than anything else is.

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