European Style NHL Sponsorship

Reports broke today that next year Barclays Bank will no longer be the league name sponsor for the Premier League.  While this is huge news in the world soccer community it doesn’t have much relevance to the hockey; unless this gives Gary Bettman the idea to bring European style NHL sponsorship.

When it comes to sponsorship North American sports have been held to a different standard then other sports leagues around the world.  When you watch soccer, for anything other than international competitions, you strain to see the club’s crest on the jersey, but have no problem reading the sponsor emblazoned across the chest.  When a great play happens in a non-North American hockey league and I watch it on Youtube I am always taken back by how many advertisements exist on the ice; entire face off circles are branded for sponsors.

When you read through online message boards having to do with sports uniforms you can see the pride that North American fans feel from the lack of advertising on the players and the comparatively minimal ads on the playing surface.  

But the reality of the NHL’s CBA is threatening this for fans.  In the past it has been speculated that the NHLPA has fought back each time that owners have pushed for sponsorship patches on the players.  Now though the salary cap and player escrow are tied to hockey related revenue.  Anything that could bring more money into the league and that the NHLPA can get described as hockey 

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related revenue is now on the table since everyone would get a piece of the financial pie.

 As fans I’m not sure what response we would have if a plan such as this is ever concocted.  Over the last few years the popular uniform website uni-watch.com has successfully stopped the NBA from adapting this through encouraging the sites visitors to email the league directly to voice opposition to such a move.  Although most opponents realize that this is probably more a question of “when?” and not “if?”

What would really shake up the North American sports landscape is if the NHL ever opted to seek a league sponsorship similar to the aforementioned one the Premier League had with Barclays.  Although the money is alluring I hope the league looks at thereasons to not go in that direction.  It inhibits the league growing it’s brand identity.  If the league ties it’s name to a company that either people don’t like or takes an unpopular stance on a social issue then the little bit of money made from such a deal would be offset by the negative brand equity.  

As a fan who enjoys being able to proudly wear my team’s jersey I would implore the league and it’s teams to avoid tying any corporate sponsorship’s to either the team crests or to the league shield.  As much as advertisers want to sell us products as we watch and enjoy the games, please don’t sell the team identities to the highest bidder.