It is no surprise that due to COVID-19 the NHL is losing millions of dollars. To temper the financial loss, the NHL has resorted to adding advertising placements on team helmets to bring in extra revenue to help recoup some money. Many fans were disappointed to see this news break and felt that the NHL was selling out or making the player uniforms uglier. However, this extra revenue will help temper losses for the short term but may have significant benefits in the long run if kept.

Gary Bettman did not mince words in a recent press conference regarding the NHL’s financial situation. “It would be cheaper for us to shut the doors and not play. We’re going to lose more money, at the club level and the league level, by playing than by not playing.” Bettman told reporters. This quote should not be shocking, yet could be scary to NHL fans. The idea that one’s favorite sports league is losing billions of dollars is alarming, and with no other source of income, the NHL turned to advertisements on uniforms.

Advertisements on uniforms were inevitable. While many thought it would be on player’s jerseys, the NHL opted for player’s helmets instead. The advertisements were done quite well, many of which seamlessly fitting in as if it has always been there. Take note of the Vancouver Canucks helmet. Rogers has been associated with the Canucks for a while, and adding a Rogers symbol makes perfect sense to their design. While some look less flattering, such as the Washington Capitals, this new source of income will help keep the NHL afloat during this season.

Along with advertisements on helmets, the NHL has also sold advertising rights to the division names for this upcoming season. These two new advertisements have been met with criticism from some fans, as they feel it is tarnishing the NHL. It may subtract from the uniqueness of a team or the league as a whole, but the NHL is a business.

Take note of the NBA. Almost everything in the NBA has advertisements on it, such as the Jerseys, award names such as the NBA KIA MVP, to even the case that the Larry O’Brien Trophy is carried in. Advertisements are everywhere, and it is working. The NBA is one of the most profitable sports leagues worldwide, and much more profitable than the NHL. While various factors can apply to that, a good amount of it can be associated with advertising.

According to Forbes, NBA broadcasts have brought in $839 million in advertising revenue, which is drastically higher than the NHL’s 120 Million. While those are just broadcasts, it signifies how much the NBA focuses on marketing their product. This is why the NHL should be encouraged to have advertisers on their jerseys, and potentially even award names. The millions of dollars they are missing out on could help shape the league for the better, such as an increased salary cap.

The helmet and division advertisements are only a small step in the right direction for the NHL. Assuming they opt to continue with these sorts of advertising past this season, it will help cover the damages faced from COVID-19. Further advertising should be encouraged to see the NHL flourish financially, and a flourishing NHL will only result in a better on-ice product for fans to enjoy.