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Martin Brodeur, seen here sporting one version of the proposed jerseys emblazoned with corporate logos.
Is this the NHL's new look?
Some of the league's top players and influential figures want the league to start selling advertising space on goalies' jerseys
Feb 17, 2008 04:30 AM
Rick Westhead
Sports business columnist
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Now a group of influential NHL players that includes New Jersey's Martin Brodeur, Dallas's Marty Turco, Detroit's Dominik Hasek and Edmonton's Dwayne Roloson want the league's – and inevitably the Leafs' – uniforms altered again. In what would be a radical overhaul that might incite hockey traditionalists but surely gratify some of the league's cash-strapped owners, several NHL goalies have asked the league and its players union to consider starting a so-called Goaltender's Club. Revenue-generating initiatives for the club could include placing a corporate logo on the jerseys of the league's 60-odd goalies.
The players are working alongside prominent hockey marketer Brad Robins and Edmonton player agent Ritch Winter. Robins and Winter estimate on-uniform ads might generate upwards of $30 million a season for the NHL. Robins has already briefed Gary Bettman on the concept, though it's uncertain whether the NHL commissioner has endorsed the idea.
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Hollywood heavyweight Jerry Bruckheimer, creator of the popular CSI TV series and a man who's lobbying the NHL for an expansion team in Las Vegas, would also seem to be a supporter. During the NHL's recent All-Star Game in Atlanta, he spoke at length at an NHL party about ideas that could reinvigorate the game in the U.S., says a person familiar with the matter. Bruckheimer's suggestions included giving NHL players licence to individualize a portion of their helmets with artwork or other material – perhaps even corporate logos – and prompting them to remove their helmets during shootouts.
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http://www.thestar.com/Business/article/304287
