• Loading stock data...
Tuesday, September 9, 2025
Fox Analyst and Media Entrepreneur Greg Olsen to Speak at Tuned In Get your ticket now!

Blackhawks, United Airlines Team Up For Helmet Sponsorship

  • Deal comes with a small business grant recovery program.
  • NHL Commissioner Gary Bettman expects the league and its teams to lose more than $1 billion this year.
The Chicago Blackhawks have joined a growing list of NHL teams that will feature advertising on players’ helmets this season.
Chicago Blackhawks

The Chicago Blackhawks have joined a growing list of NHL teams that will feature advertising on players’ helmets this season.

The organization will announce Wednesday that it has expanded its partnership with United Airlines to include the decal that will appear on the Blackhawks’ home and away helmets for the 2020-21 season.

In an effort to recoup expected revenue shortfalls coming with shortened 56-game schedules—and few fans allowed in arenas—due to the COVID-19 pandemic, the NHL is allowing advertising on helmets on a one-year, trial basis.

The Blackhawks and United said they are using the opportunity to strengthen their commitment to bolster neighborhood businesses surrounding the United Center on the West Side of Chicago.

Supported by the commitment from United, the Chicago Blackhawks Foundation will launch a small business grant recovery program named “Support West” that will award one-time, $5,000 grants for working capital purposes to minority-owned small businesses in the neighborhood with fewer than 10 employees.

“The Chicago Blackhawks and our Foundation place great importance on serving our local community, especially our neighbors on the West Side,” Danny Wirtz, Chief Executive Officer of the Blackhawks, said in a statement. “Together with United, a long-standing partner to our home arena, this unique blend of on- and off-ice elements propels our vision to ‘reimagine the potential of hockey’ forward with programs that seek to assist in long-term recovery and elevate the economic corridors of West Side communities surrounding the United Center.”

The “Support West” grant process will begin Feb. 1 and continue through Feb. 28 with selection slated to begin in March 2021.

“As Chicago’s hometown airline, it is critical to United to support the many struggling businesses that so many communities, United customers and United team members depend on,” Rahsaan Johnson, Director of Global Sponsorship Activation at United, said in a statement. “We are pleased to partner with the Blackhawks to channel our resources to better ensure that the small businesses impacted by the coronavirus pandemic remain a valuable part of our city when we emerge from this pandemic.”

The advertising decals will be on display for the first time when the Blackhawks open the 2020-21 NHL regular season against the Tampa Bay Lightning on Wednesday night in Tampa, Fla.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Aug 23, 2025; New Orleans, Louisiana, USA; Detailed view of the Denver Broncos helmet against the New Orleans Saints during warmups at Caesars Superdome.

Broncos Eye 2031 Opening for New $4B Stadium

The NFL team plans a new venue and mixed-use development.
Aug 23, 2025; Tampa, Florida, USA; Buffalo Bills quarterback Josh Allen (17) leads the team onto the field for warm ups before a game against the Tampa Bay Buccaneers at Raymond James Stadium.

Slow Burn: The NFL’s Private-Equity Era So Far

Three deals have been struck to date. But the league is bullish.
Ohio State Buckeyes quarterback Julian Sayin (10) and linebacker C.J. Hicks (11) shake hands while leaving the field following the NCAA football game at Ohio Stadium on Aug. 30, 2025. Ohio State won 14-7

How Ohio State Rebuilt Its NIL Strategy in the Rev-Share Era

The Buckeyes are staying “aggressive” in the new NIL landscape.
Tennis

The US Open Is Groaning Under the Weight of Its Own Success

New York’s tennis major is more popular than ever.

Featured Today

Sep 7, 2025; Orchard Park, New York, USA; Buffalo Bills fans react during the fourth quarter against the Baltimore Ravens at Highmark Stadium.

As Bills Ascend, Their Next Frontier Lies in Canada

Buffalo and the powerful Canadian entity MLSE come together in a new pact.
opinion
September 9, 2025

The Good, The Bad, and The Ugly from NFL’s Week 1 Broadcasts

Many viewers decried the addition of ads to NFL RedZone.
Dec 21, 2024; Kansas City, Missouri, USA; Kansas City Chiefs quarterback Patrick Mahomes (15) gets ready to take the field prior to a game against the Houston Texans at GEHA Field at Arrowhead Stadium.
September 5, 2025

How Brazil Game Fits Into NFL’s Plans for World Domination

Friday night’s Chiefs-Chargers game in São Paulo is big by design.
Oct 13, 2024; Philadelphia, Pennsylvania, USA; Philadelphia Eagles quarterback Jalen Hurts (1) and wide receiver A.J. Brown (11) celebrate their touchdown pass during the second quarter against the Cleveland Browns at Lincoln Financial Field.
September 2, 2025

TV Ratings Just Changed Again. The NFL Will Be the Big Winner

Nielsen’s new viewership system will have a big impact on sports.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
exclusive
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.