Over the past five years, fans have seen many changes in the hockey industry, such as the use of advanced analytics, technological innovations and rule changes. But NHL executives, including league commissioner Gary Bettman, have maintained that selling jersey sponsorships would not be included on that list.
Rumors regarding tapping this additional source of revenue go back to 2014 when Sports Illustrated reported: “During a meeting of NHL team presidents last year, league officials estimated they might generate $120 million annually by allowing corporate sponsors to put their logos on jerseys.”
Following the league’s announcement in 2015 of a jersey deal with Adidas, worth an estimated $70 million per year, the rumors escalated. Bettman was quick to respond, saying at the time that jer...
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