Helmet advertisements are set to debut during the upcoming 2020-21 NHL season. It’s the first time that the league will allow sponsor ads to appear on uniforms.
Cash Grab: NHL teams hope to earn more than $15 million combined with helmet ads this season. The Montreal Canadiens and Toronto Maple Leafs are already eyeing $1 million sponsorship deals.
Analytics firm Navigate estimates that a season of space on NHL helmets will be worth as much as $2.5 million in fair market value for an average team.
The NBA started putting ads on jerseys in the 2017-2018 season and has generated more than $150 million in revenue with the program.
The American Hockey League, the development level below the NHL, has had helmet ads since the mid-1990s.
Revenue Recovery: The NHL needs helmet ads to provide some financial relief from the pandemic’s impact on the league and its 31 clubs.
- The average value of an NHL team dropped 2% to $653 million in 2020, the first decline since 2001
- The league generated $4.4 billion in revenue last season, down 14% year-over-year
- Operating income totaled $250 million, down 68% year-over-year
Nine teams saw double-digit operating losses, up from five during the 2018-19 season.
The Tampa Bay Lightning, defending Stanley Cup champions, posted an operating loss of $11 million.