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National Hockey
League teams could bring in a combined $15 million by placing
sponsors' ads on helmets in the 2020-21 season, TSN reported
Monday.
The Canadian outlet said some higher-profile teams, such as the
Montreal Canadiens and Toronto Maple Leafs, could command as
much as $1 million each, with other teams looking for smaller
deals.
Sports Business Daily reported last week that the NHL likely
would approve the ad placement for the season. The effort could
help clubs recoup some of the money lost by limited or no
attendance amid the coronavirus pandemic, but also to give added
value to big sponsors. Only one sponsor name would be allowed on
a helmet.
The report said that the ads could serve as a pilot program to
allow the NHL to gather data about helmet sponsorships and their
longer-term market value, which could be worth about $2.5
million for an "average team" beyond this season.
On Sunday, the NHL and NHL Players' Association announced an
agreement on a 56-game regular season that'll start Jan. 13 and
end May 8.
Although the NHL's return to play from the pandemic this summer
included a play-in round of playoffs, the plan for this season
is a traditional 16-team, best-of-seven, four-round tournament
that could last until mid-July. The hope is that the NHL will be
able to return to its regular calendar at the conclusion of this
season plus the 2021 NHL Draft.
The NBA sells sponsorship patches on its jerseys. In March 2019,
when the Oklahoma City Thunder became the final team to add a
patch, ESPN said the other 29 teams were bringing in an
estimated $150 million per season.
--Field Level Media
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