The National Hockey League (NHL) is hopeful that a new range of helmet sponsorships could generate up to $15 million in revenue for its clubs ahead of the upcoming season
Three of the league’s major franchises – the New Jersey Devils, Washington Capitals, and Nashville Predators – have already agreed different helmet sponsorship deals.
The Devils are set to be sponsored by insurance company Prudential, the Capitals by credit card giant Capital One and the Predators by tyre brand Bridgestone.
According to Canadian news outlet TSN, the Montreal Canadiens and Toronto Maple Leafs are also eyeing up lucrative sponsorship deals.
The agreements could see the NHL’s biggest teams make around $1 million, although smaller teams will likely have less success. Other estimates have put the potential earnings even higher at $2.5 million.
An NHL spokesperson told TSN: “It’s about saving jobs and people’s homes. Do you know how much money we are going to lose without customers in arenas? We are haemorrhaging money and we need to find any possible option for keeping our people employed.”
NHL sources also informed Sports Business Journal that the league will likely allow the new sponsorships for the upcoming 56-game season, which kicks off on 13 January, allowing company logos to appear on both sides of teams helmets.