The National Hockey League (NHL) are exploring the possibility of introducing shirt sponsorships from the 2022/23 season.
COVID-19 has already forced the league into looking at alternative revenue streams after fans have been kept out of arenas due to social distancing measures; namely helmet sponsors, with a number of franchises agreeing deals for branding and logos to be displayed on the helmets of teams during games. Reports have suggested that the league's most high-profile teams could earn up to US$1 million from those partnerships.
However, it appears that the NHL is looking to discover more revenue streams, with teams conducting valuation work to determine the potential worth of jersey deals, according to Sports Business Journal.
Currently, it has not been finalised or approved by those from the NHL's board of governors and directors.
NHL commissioner Gary Bettman has already confirmed that teams have been able to scoop US$100 million in revenue through new sponsorship brought for the current season.
The US sporting landscape has been moving to allowing more jersey advertising in recent years. In 2016, the National Basketball Association (NBA) introduced a three-year jersey patch trial, which has since been extended indefinitely.
Additionally, Major League Soccer (MLS) have allowed for right sleeve partners since 2020, which has been extended until the end of 2025.
Author: Jake Wilkin