NHL: National Hockey League. Established 1917.

Justine Bearss described in her blog post that the National Hockey League was looking to expand their marketing revenues by placing advertisements on every team jersey. She concluded stating that a jersey sponsorship is a unique advertising technique that would provide shared value for sponsors, consumers, and the NHL.

I agree with Justine that advertising on jerseys could be beneficial and potentially revolutionary in North America. However, in my opinion jersey advertisements in the NHL will never be a reality. In the 2013-2014 season the NHL’s total revenue was $3.7 Billion—this was a 12% increase from the previous season. The NHL is excelling without the need for jersey advertising. In soccer, jersey advisement works, but in the NHL the team logo is what fans identify with. The NHL already has extensive advertising along the boards, electronic projections along the glass, as well as electronic media around the arena. Jersey advertisements may bring in extra revenues for the NHL but in doing so they will be changing a culture that has been thriving since 1917.

This photo demonstrates how the NHL’s sponsor’s are advertised along the boards and electronically on the glass. Companies such as Subway, Panasonic, GEICO, and MetLife are exhibited.

In summary, I agree with Justine Bearss, that jersey advertisements could increase revenues for the NHL and their sponsors but their would be a cost associated with this decision. There is a prosperous hockey culture in North America; therefore, I strongly believe that the NHL will not allow jersey advertisements. A change in this business model could elicit negative advertising and ultimately cost the NHL rather than benefit the league.

Sources Used:

Justine Bearss Blog Post Entitled: “Advertisements To Be Placed On NHL Jerseys.”

Mirtle, James. “NHL Revenues to Hit Record $3.7-billion.” Globe and Mail 9 June
2014: n. pag. Print. Click Here: For Link.