There are perhaps only three topics of conversation that the typical Canadian will avoid at all costs: politics, religion, and anything that would damage the sanctity of our national treasure, the game of hockey. Throughout his recent post, “Advertisements to be Place on NHL Jerseys”, fellow blogger Justine Bearss explains that the National Hockey League is considering commercializing the jerseys of each franchise, and further, he outlines his support for such a proposal. Bearss cites the increased revenue that would result, a figure estimated to be north of $120 million. The projected surplus funds would presumably be used to expand the NHL’s reach by targeting underdeveloped markets, and by extension, grow the game of hockey as whole. In addition, potential sponsors would gain access to a broad and expanding consumer base, and as Bearss points out, “each brand will become more well known, and possibly increase consumer incentive to purchase their products.” Even commissioner Adam Silver of the National Basketball Association called jersey sponsorship throughout North America “inevitable within the next five years.” Implementation of jersey sponsorships within the next few years is seemingly all but a certainty, and there appears to be very little reasoning that would say it shouldn’t be.

While a $120 million increase in revenue is a seductive prospect, the NHL risks alienating a large portion of its consumer base, particularly if it is the first major league in North America (apologies to Major League Soccer) to actually implement the proposal. As a hockey fan myself, I was initially shocked and disappointed to hear that the NHL was even considering such an idea, and if the collective reaction on twitter was any indication, many other fans feel the same way. While the idea of logos on a jersey may seem innocent enough, I imagine it will be disconcerting for many to see a brand other than that of the team prominently displayed on every player’s chest. I remember looking with disdain at the commercialized European league jerseys (pictured right), each spotted with an unsightly assortment of logos. Even if the other major North American sports leagues do decide to move forward with jersey sponsorships, I feel that the NHL should resist the temptation, a decision which would actually help the league differentiate itself, as the last remaining league to retain its integrity. While it may mean sacrificing profits in the short run, after two lockouts within the last ten years, Commissioner Gary Bettman and the NHL cannot afford to risk the one sponsorship that does matter, the support of the fans.

Bearss, Justine. “Advertisements to Be Placed on NHL Jerseys.” Justine Bearss COMM101 Blog. N.p., 9 Nov. 2014. Web. 11 Nov. 2014. <http://blogs.ubc.ca/justinebearss/>.

Westhead, Rick. “Westhead: NHL Says No to Jersey Ads – and $120M Windfall.” TSN. N.p., 17 Sept. 2014. Web. 11 Nov. 2014. <http://www.tsn.ca/westhead-nhl-says-no-to-jersey-ads-and-120m-windfall-1.85030>.

“Ads On NHL Jerseys ‘Coming,’ League Exec Says.” The Huffington Post. N.p., 6 Nov. 2014. Web. 11 Nov. 2014. <http://www.huffingtonpost.ca/2014/11/06/ads-nhl-jerseys_n_6116996.html?utm_hp_ref=canada-business>.

Tarver, Brett. “Are Ads on NHL Hockey Jerseys Inevitable?” CTVNews. N.p., 8 Nov. 2014. Web. 11 Nov. 2014. <http://www.ctvnews.ca/sports/are-ads-on-nhl-hockey-jerseys-inevitable-1.2093179>.