|
Logos on the Iconic Habs Jersey? |
|
|
|
|
|
The NHL announced a new sponsorship and jersey deal with Adidas that will kick in at the start of the 2017-2018 season. Speculation is already running rampant on whether or not this new agreement will open the floodgates of advertising on NHL jerseys, similar to European club teams. It is certainly hard to imagine iconic original six jerseys such as the Montreal Canadiens, saturated with logos. Take a look at the jersey that Max Pacioretty wore while playing for Ambri in Switzerland during the last lockout, it’s hard to tell the difference between the team’s actual logo and the various advertisements on the jersey.
While I’m sure owners are always open to coming up with ways to generate additional revenue, this would be a surefire way to draw the ire of the NHL’s longtime, loyal fans. Advertisements on jerseys would only weaken the brand of the team’s themselves. In Montreal, the Canadiens are incredibly focused on broadening their global appeal. Having a clustered jersey does not speak of the history of Les Glorieux. It would only lose its meaning… Fans don’t identify with corporate logos on jerseys, they identify with the team itself. A team’s logo can change over time, but the core of its identity is always there. A jersey with corporate logos will not increase the value the actual jersey. If anything, it will create a new market of “vintage” jerseys, ones without sponsors.
Personally, the only form of advertisement that should be acceptable and allowed, is when the league or teams associate themselves with a charitable foundation. Like a pink ribbon for Breast Cancer, a blue puzzle piece for Autism, or camouflage to benefit veterans. These symbols and logos should be the only acceptable ones on jerseys and profits should go directly to the charities.
The final question that the new Adidas deal brings, is how Adidas might decide to incorporate their iconic three stripes on NHL jerseys. Will they greatly alter the look of jerseys or will they add a small and subtle logo? Could you imagine if the below example became a reality?
Taking into account design, production samples, league approval and production time, realistically the first designs should be ready in the 6-12 months. Other professional leagues in North America will be paying close attention to see how the Adidas deal with the NHL unfolds and what the public reaction might be if the NHL does allow sponsorship of its jerseys. The repercussions throughout the sports will be interesting to follow to say the least…
Follow along on Twitter!
Montreal Canadiens Blogger • 
Join the Discussion:
»