Before the emergence from Covid-19 over the course of this season, there were concerns being batted around the NHL and its teams regarding slumping revenue. Clearly, this was going to be a problem with empty arenas, parking decks, and zero concession sales, and the league began coping with this dip by getting more ads on the ice and adding ads to the teams’ helmets.
Fans raised an eyebrow at the helmet ads, because we’ve all seen European hockey leagues play. The players in Europe are skating billboards, and people have been concerned that the helmet ads are an open door that being a reality in the NHL.