Helmet Ads Are Here and They’re Fine

Photo via Washington Capitals

Stop bitching about company logos on helmets. Stop bitching about the idea of company logos on jerseys. This is the 21st Century and it’s an inevitability it was going to happen in hockey– so just sit back, grit your teeth, and let it take you in. The NHL is going from ads on practice jerseys to helmets and it’s just another evolution of the sports business. You’re not a traditionalist, calm yourself.

The Washington Capitals announced they’ll be one of the first teams to have sponsors on their helmet, with Capital One on their helmets. The New Jersey Devils also announced they will have Prudential on their helmets. Both of those sponsors are the sponsors of the team’s arenas.

The minor leagues have done this for decades and it’s what has kept them alive. Many minor league hockey fans may not even notice them today because they’ve been such a part of the uniform. Some junior league teams have ads on jerseys to help off-set costs and get their name out there more in the community. It’s how brands do things and it’s just a small part of how sports are done masquerading as a game and being more open about being an actual business– if you hadn’t figured it out before.

Nathan Fournier of the Lewiston Sun-Journal made mention of NASCAR drivers and if those fans were pissed off when company logos were displayed on cars and fire-suits for the first time. I counter with the fact they probably weren’t mad; but felt closer to the driver and team because they bought the certain sponsor or ate at the restaurant on the fire-suit.

Yes, the European sports leagues have logos every which way but loose, though that’s more of a situation where sports aren’t the big moneymaker there and the teams need everyone dollar to pay the players and survive from year to year. North America doesn’t necessarily have that problem, so they can make small patches doable. Of course, you’ll have people out there trying to make a mountain out a mole hill claiming traditionalism and the sanctity of the sports– but it’s a business. It needs to make money to survive. Until capitalism dies, this is how it’s gonna be. I will say, I don’t think the NHL is as stupid than to make their member teams have their crest be dwarfed by a sponsor on the jersey. They’re silly geese in the NHL offices, but not that silly.

The NBA has made plenty of money with it and the MLB have tried to dip their toes into the waters, why shouldn’t the NHL; especially considering the times we’re living in and the unknown of when they can have full arenas of people– not only by lifting of restrictions, but people’s willingness to spend money they may not have budgeted for and go out in public during a pandemic.

Your team is going to have the same color and pattern to their jerseys, they’re going to still have the same players out there, there’s just addition Hockey Related Revenue on their person to make the game more profitable, which raises the salary cap, which allows more players to get paid, which allows less transactions due to a stagnant salary cap.

To quote Gandhi (or was it Ric Flair), “Whether you like or don’t like it, learn to love it, because it’s the best thing going today. WOOOOOOOOOO!!”

Pretty sure that was Gandhi.

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