NHL Jersey Advertising Coming to a League Near You

NHL COO John Collins told the Sports Business Daily earlier today that jersey advertising is “coming and happening” which should sufficiently upset the traditional hockey fan when it occurs. Jersey advertising is prevalent throughout leagues in Europe already where fans apparently don’t mind their favorite players resembling a phone book while skating up and down the ice.

While it’s understandable the NHL is doing all it can to increase revenues from digitially enhanced board advertisements to having companies sponsor the Outdoor Classic, pre-game shows, and the like, the jersey advertising is crossing a line in this writer’s eyes. It’s one thing for the marketing to occur in the background of the game. But to have it thrown in our face at all times during the play reeks of beer-league promotions and antics from a league that many people perceive as “greedy” already.

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Seriously, who wants to see Steven Stamkos flying down the wing in a crisp, Tampa Bay blue jersey with a big ol’ sponsor logo on his left shoulder? Worse yet, what if the advertising goes the way or NASCAR whose drivers are covered over every square inch of their driving outfits in various sponsor logos? (Plus as an Islander fan there is no doubt we’ll get the equivalent of “Chico’s Bail Bonds” sewn on our sweaters while every other team in the league has reputable, Fortune 500 companies proudly adorned on their chests.)

Plus I can hear Doc Emrick screaming now: “Kopitar sashaying in behind the net…shoots…WHAT A SAVE BY RASK as he blocks it with the Subway portion of his jersey…MY GOODNESS!”

The only positive from jersey advertising for the players is that the increased revenue will eventually lead to a higher salary cap which will lead to more outrageous contracts signed by players (of course owners would still scream poverty and invariably lead us towards another lockout while telling us the league’s financial model is not sustainable because if there is one thing hockey fans can empathize with, it’s billionaire owners wanting more money.) It would be interesting if a poll was conducted of current players seeking their feelings on this push. I suspect while most would probably feel ridiculous moon-lighting as a human billboard, if the end result was more money in their pockets, they’d be okay looking foolish for two and a half hours a night.

Of course for your average fan who enjoys plunking down $135 a year to purchase a new jersey of his or her favorite team, something tells me the Columbus Blue Jacket jersey with the “Starbucks” and “Sunoco” patches on the back aren’t going to be the hottest sellers at your local clothing joint (unless coffee and gas is your thing, then in which case, good for you.) In the midst of their money grab, hopefully the NHL will realize this and continue to sell jerseys to the public without all the extra trimmings.

Jersey advertising is a move that once it’s in, it’s here to stay for good. Owners aren’t going to get rid of the concept once they see the extra money it’s bringing into the league and it will only empower them further to find other avenues for additional revenue: maybe they’ll force coaches to wear robes with sponsors’ logos on them or have players read an advertiser’s spot between whistles. Actually, forget I even said that…I don’t want any owners reading this (which we all know they do) getting any more crazy ideas. Regardless, don’t expect this to go away anytime soon despite fans’ griping.

By no means do I consider myself some kind of dinosaur or bleeding traditionalist when it comes to the NHL. Change can be good and the game should always be on the cutting edge of improvement and making the game a better product for the fans. But jersey advertising is one concept I just can’t get behind and no matter how hard I’ll try, will never be excited by it and the NHL is desecrating one of the few remaining sacred items in the game. And it’s a damn shame.

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