The NHL will allow teams to sell advertising on their jerseys beginning in the 2022-23 season. The measure has been approved by the board of governors, and teams are already having exploratory conversations with potential sponsors.
To say those teams are salivating at the potential revenue the ads will generate is an understatement.
"It's a game-changer for us financially," David Morehouse, Pittsburgh Penguins president, told ESPN this week.
NHL teams see the placement of ads on their players as something that has the revenue potential to rival annual arena-naming-rights fees.
"We honestly believe that the overall program is worth hundreds of millions of dollars on a yearly basis.