Today the New Jersey Devils announced the first, of what I think is many, brand partnership with the NHL. This season, beginning with training camp, the Devils will adorn sponsorships on their helmet and the inaugural is none other than Prudential Financial. Also home of the Devils arena.
The helmets will have the "Pro" logo on their helmets in training camp, practices, games and playoffs.
We have heard talk of the NHL coming up with alternative revenue streams and jerseys were the first talk. Sponsorships is common in Europe hockey and soccer teams, this is nothing new. The NBA also has been there, Nascar have always had but in the NHL this is a first. And I believe one of many, if not all teams, to have a sponsor.
Timing is not a surprise as the COVID pandemic took away a chunk of last season and has evolved into a shortened season for 2021 and teams' lost revenue can make up some ground with sponsorship revenue.
It will take fans a little adjusting to see logos, instead of team names, on helmets but I do think the novelty will wear off soon and we will not even think of it after a few games. A good move, a necessary move.
A few questions I have are; Is the sponsorship a one year commitment? Or could we see a new sponsor on helmets every season? Will it be limited to helmets, or will jerseys eventually get a logo, or three, slapped onto arms and chest?
Only time will tell but it is a very little way of adding revenues to the bottom line.
An interesting announcement. Lets the sponsorship battles begin!
Truly yours, The Devils Advocate