There will be advertisements on NHL players’ helmets this season as teams try to recoup revenue lost to the pandemic.
The New Jersey Devils, Washington Capitals and Nashville Predators became the first teams to unveil helmet ads Tuesday. It’s a one-year trial with fans not allowed in most arenas and a financial shortfall coming with a shortened 56-game regular season.
“Of course, the teams are in a big hole,” Nashville chief revenue officer Chris Junghans said after the team announced its deal with Bridgestone. “So, they’re looking for valuable, real valuable, tangible assets that will help us, guys like me, make partners whole.