NHL teams start posting ads on helmets

New York – There will be ads on NHL players’ helmets this season as teams try to recoup income lost by the pandemic.

The New Jersey Devils, Washington Capitals and Nashville Predators were the first teams to feature helmet ads Tuesday. It’s a year-long test with fans not allowed in most pitches and a financial shortage comes with a regular short season of 56 games.

“Of course, the teams are in a big hole,” Nashville chief revenue officer Chris Junghans said after the team announced their deal with Bridgestone. “So, they’re looking for valuable, valuable, valuable assets that will help us, people like me, to heal partners. And it had to be valuable, it has to be dynamic. ”

The NHL leaves jerseys alone, largely because it was quicker and easier to sell ads on helmets than anything else. Commissioner Gary Bettman said in 2017 after the NBA approved jersey ads that it would take an “unusual situation” to make that jump in hockey.

This would be worth it, although helmets were a natural first step.

“This is very vague, and that’s something we noticed when we looked at this,” said Devils President Jake Reynolds, who boasted about being the first NHL team found helmet assistant in Prudential. “We wanted this to be a natural fit and a natural fit, and we wanted to make sure we did it the right way.”

Discussions about the opportunities from the league office down to teams began after the end of last season. Bettman, Deputy Commissioner Bill Daly and Chief Business Officer Keith Wachtel kept in touch, and just over a week ago, teams were given the green light to find up to two existing supporters to sign badges. on helmets that match a mix of costumes.

Each of the three teams has been contracted by the company that sponsors the nomination rights for their field.

“We were ready for it and looking forward to the opportunity,” said Jim Van Stone, president of business operations for Monumental Sports & Entertainment.

Van Stone ended the Capitals ’deal with Capital One, armed with the experience of backing the Wizards jersey.

“We all want to go back with fans in the building and get back to normal,” he said, “but these are great broadcast opportunities and I think the value of social media and the the ability to create content around our teams and players. in fact this just made a perfect opportunity based on the current situation. “

The NHL was able to sell jersey ads at some point when it feels it could make big money from the campaign. So close to the pandemic, it is expected to put out other areas for television-visible field ads, such as tarps covering empty seats.

“It’s just elements that we hold conversations with and are looking for unique and creative and innovative ways to be able to sustain and manage a small amount of revenue,” Reynolds said. “The league has been very positive in terms of how they look at this and what the options are.”