The Montreal Canadiens' jersey has long been considered a sacred garment by hockey fans. It's the symbol of the NHL's most storied franchise. It even inspired a children's book called, appropriately, "The Hockey Sweater."
But when the Canadiens introduced new team captain Nick Suzuki last week, fans of the "bleu blanc et rouge" let out a collective "Sacre bleu!" when they spotted a new addition to the jersey: an advertisement patch for RBC Bank on the right shoulder.
For many fans, that was the moment when reality hit: Ads on NHL jerseys are here, and the hockey sweater will never be the same.