The best and brightest are available, but only one company will be the first to get its logo front-and-center on a future NHL jersey.
Adidas is already preparing for its 2017 NHL Advertiser Draft, in which the world's top companies will all vie to have their logos emblazoned on hockey jerseys produced by the sports apparel giant.
The first overall selection is anyone's guess at this point, but scouts, draft experts and marketing departments believe the 2017 brand class to be a deep one. Early favorites to make it on the jerseys include much-hyped phenoms like McDonalds, Geico, Molson and EA Sports, with talented prospects such as Discover Card and Canadian Tire still having time to move up the rankings before the big day.