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Tag: Jersey Ads

Next Season Jersey Ads Are Unfortunately Coming To Vegas

We were told it would only be on helmets, and that it wasn’t necessarily permanent. Well, now it is and it just got a lot worse for stiff traditionalists like myself.

The NHL board of governors unanimously voted to approve the ad policy, according to a memo emailed this week to all 32 teams. Clubs are now free to start negotiating with potential partners, according to the memo… The ads must fit a rectangle 3 inches by 3.5 inches, making them slightly bigger than the patches that the NBA added to its jerseys for the 2017-18 season. –Sportico

It’s been no secret the league has been exploring the idea of selling ads on jerseys.

To be fair, it’s hard to blame the NHL and its owners for their apparent decision. After almost two unprofitable seasons adding a sponsor patch is nothing more than making up lost revenue. Plus the league already witnessed what a small tweak could do for their bottom line. According to Bettman, the team partnerships generated an additional $100M for the league by introducing advertisements on players’ helmets. Just imagine what prime real estate on a player’s jersey would be worth. Toss in that any ad patch will be clearly visible on TV, it’s an easy sell for the Golden Knights. With that potential, it’s a wonder why all 32 franchises unanimously voted in favor for the 2022-23 regular season.

I wouldn’t necessarily say that it’s inevitable. It’s something that makes good sense for us to be considering and looking at but certainly not for next season. Beyond that, I’m not prepared to predict but it’s something we’re looking at. -Gary Bettman, March 2021

The NBA began selling jersey space in 2017 and since then fans have gotten over the initial eyesore. At this point, the paid stitching above looks like it’s been above the team name for decades. The NHL is hoping for the same type of acceptance from hockey fans, as they received after the introduction of helmet ads. However, there’s a big difference between an NBA tank top and an NHL sweater.

In the past NHL commissioner Gary Bettman had addressed jersey ads and shrugged at the idea of them. However, Bettman said it would take an unusual circumstance to open up that door. After an unexpected pandemic leaving owners with 31 empty buildings for an entire season was the situation he was dreading.

The jersey is especially valuable real estate for marketers, who benefit from a lot of TV exposure during games. For a long time the NBA wouldn’t even let Adidas, its jersey provider at the time, put its logo on the top of the uniforms, keeping that space solely for the league’s own marks. –Sportico

Well if you’re like me it’ll take adjusting. The Golden Knights uniforms may not be historically recognized like an original six jersey but they are sharp and look fine the way it does now. An off-colored patch may become a distraction on the shoulder of a clean white Golden Knights road sweater. Or a poorly chosen partner with an obtrusive logo might mess up Vegas’ bold home greys. I know I’m stretching but an untouched uniform is the proper way to dress a club. Unless we crowdfund for enough to stitch on a SinBin logo.

Can Jersey Ads Save The 2020-21 Season?

(Photo Credit: SinBin.vegas Photographer Brandon Andreasen)

It’s clear the NHL is in a financial crunch. Unlike the other major pro sports leagues in North America, hockey is trying to scrounge up coins buried deep in couch cushions. The league and its players need to find ways to grow revenue and it needs to happen soon. Some have suggested the Seattle Kraken organization pay half of their entry fee now to help the league get through tough times. Others have suggested extending the postseason, but there’s one that stuck out as an easy, smart way to make a buck.

If I was a player, I’d be talking about expanded playoffs and ads on jerseys. Bettman has said in the past the number has got to be worth it. Something small in a corner but enough that you know it’s there. No more of this it’s tradition… It’s time. –Elliotte Friedman on 31 Thoughts Podcast

I tend to lean more towards the traditional side of sports. I don’t want robot officials, I can’t stand visiting teams wearing their white sweaters and I hate advertisements on team jerseys. That’s up until now. The 2020-21 season is on the line and whatever the league can do to make it work, needs to happen.

It’s true jersey advertisements break tradition. They can potentially tarnish an already perfect team sweater by making it look cheap and commercialized. Overall it’s bad idea, but in this economy making money is all that counts. Especially if revenue from jersey sponsorships can get this NHL season off the ground. Using the NBA as an example, corporate ads can bring in bags full of cash.

So far, 19 of the 30 NBA teams have teamed up with an advertiser… The Warriors are getting $20 million a year for three years for the Rakuten ad on the upper left chest of their jerseys… –Steven Kutz, MarketWatch

The issue with business sponsorships on jerseys is finding the right fit, for the right cost. Most importantly, how to make sure they don’t become an on-ice eyesore.

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Made For TV Hockey Might Open Door For Ads On Jerseys

(Photo Credit: SinBin.vegas Photographer Brandon Andreasen)

Without paying fans in the seats, the NHL is going to have to start looking elsewhere for revenue streams whenever they begin playing games again.

It’s looking more and more likely with the re-opening of sports leagues in Asia and soon in Europe that sports can return this year in the U.S. and Canada, however, fans are probably going to be locked out for a while.

The NHL has a small history of putting ads on jerseys including a few teams doing it on their practice jerseys and most notably the World Cup of Hockey jerseys in 2016.

The Golden Knights have seen their share of patches on jerseys. In the first season, there was an inaugural season patch on the chest and an NHL 100 Years patch on the arm sleeve. Then, when they made the Stanley Cup Final, they had to find room for yet another patch. To avoid over patching, they removed the inaugural season one to add the Cup Final one.

In years two and three, the Golden Knights have been patchless aside from the A’s worn by alternate captains.

Without the patches, the Golden Knights jersey was ranked the 2nd best in the entire league in this year’s player’s poll behind only the Original Six Chicago Blackhawks.

Jersey ads have become commonplace in many sports leagues and like stadium naming rights can sometimes become synonymous with the team’s jersey.

The NHL has pushed for it unsuccessfully before, but there’s almost no way to deny it this time. Attendance is the number one revenue stream for the NHL (and it’s not close). With that out of the picture, jersey ads are an easy place to turn to and likely one the NHL won’t hesitate to capitalize on.

The bigger question becomes when they inevitably do it, will they last when the pandemic scare is completely over?

Hopefully not, I like the jerseys just the way they are. And we’re all already nervous enough about the over the top gold 3rd jersey on the way. Imagine if that thing has ads plastered all over it too.

Jersey Ads, Would It Really Be That Bad If Vegas Sweaters Have Them?

This week the NHL released some news that upset many hockey purists around the globe. The NHL and SAP made an agreement to feature ad patches on game-worn World Cup sweaters. As someone who was firmly against jersey ad space, the World Cup unis opened my eyes. Which made me ask, would anyone really care if Las Vegas featured jersey ads?

On one hand I understand the groans of calling jersey ads “cheesy” and “bush league.” I mean, look at the English Premier League, it looks as if Team Chevy is playing Team Quickbook. Truly unappealing. However on the other hand, there’s no denying the monetary advantages. Look at NASCAR, UFCAsian baseball, heck even the KHL does it. It’s valuable, I get it, so I understand why the NHL is going down that road.

Back to the World Cup, the jersey patch on each team’s sweaters isn’t entirely bad. It’s small, sleek, and blends well on one shoulder. Really, it doesn’t offend me like I thought I would.

Las Vegas is a brand new organization, with an untouched name and logo. It’s an unblemished, unknown logo so we don’t have the attachment Canadiens fans have for its legendary CH. If the NHL allowed ad patches I’m sure The Creator would consider jumping in on the idea. Why not make some of that $500 million back faster than planned. Plus, the more revenue a team makes, the bigger financial risks the owner will take. Allowing GM George McPhee to maintain important free agent players, or signing star UFA’s. I know there’s a hard salary cap, but having capital gives teams options.

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