NHL to Allow Jersey Sponsorship
September 14, 2021
The NHL board of governors has decided to allow their 32 teams the ability to willingly enter into jersey sponsorship deals. There is not yet any clarity on whether the sponsorship deals will have guidelines that the teams must follow, or whether they will have the ability to pick and choose their sponsorship deals with whomever they please. The industries teams are hoping to be able to negotiate these deals themselves and have the majority of the final say.
The league is hoping to generate income streams of $15 million for its franchise teams. The first three teams to have a go at these sponsorship deals will be: New Jersey Devils, Washington Capitals, and Nashville Predators.
Confirmed Details of Deals
Most of the NHL teams have leveraged sponsors on their jerseys for the last 12 years. Due to the financial strain the NHL has been under because of the COVID-19 pandemic, they have had to think of creative ways of taking some of that financial pressure off. One of the ways they have done that is by offering helmet advertising. They started this in the January 2020/2021 season whilst they were in the midst of their financial strain.
Some of the confirmed details that we do have already is about the logos on the jerseys. The logos will be measuring 3 inches (7.7 centimetres) by 3 and a half inches (8.9 centimetres). The National Basketball Association have their logos measuring at 2 and a half inches (6.4 centimetres) by 2 and a half inches.
Another perk for the NHL teams is that they will have the final say as to where the sponsorship logos will be placed onto their jerseys. The options available for sale to interested sponsors are: the right and left shoulder, and the right and left upper chest positions.
Sports Betting Operators First in Line
In various types of sports all over the world, we are seeing the trend of certain teams and leagues partnering with sports betting operators. The world of betting and wagering is growing at a phenomenal rate all over the world, but especially in the United States. There will no doubt be a string of eager sports betting operators waiting to get in on these sponsorship deals with top NHL teams.
North American elite ice hockey are following suit with their own deals underway. The Malta-based sports betting operator, Betway, has teamed up with the New York Islanders and the La Kings. Betway has also become the official betting partner of the league itself.