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Toronto Maple Leafs among latest NHL teams to unveil helmet sponsors

Deals also struck by Detroit Red Wings, Columbus Blue Jackets and Pittsburgh Penguins.

5 January 2021 Sam Carp

Getty Images

  • Earlier reports suggested higher-profile franchises such as Maple Leafs could earn US$1m from helmet sponsorship
  • Growing list of teams, including the Pittsburgh Penguins and Calgary Flames, have awarded new inventory to arena naming rights partners

The Toronto Maple Leafs are among the latest National Hockey League (NHL) teams to unveil a helmet sponsor ahead of the new season.

The Canadian franchise will display the logo of banking and financial services firm Scotiabank, which already holds the naming rights to the team’s Scotiabank Arena. 

The financial details of the arrangement were not made public, but a TSN report in December said the NHL’s higher-profile teams, such as the Maple Leafs, could make as much as US$1 million from their helmet deals. 

Several other franchises have also awarded the inventory to their arena naming rights partners to make up for the absence of fans, including the Pittsburgh Penguins (PPG), Calgary Flames (Scotiabank), Washington Capitals (Capital One), New Jersey Devils (Prudential) and Nashville Predators (Bridgestone).

One team that has brought on a new partner as their helmet sponsor is the Detroit Red Wings, who on 4th January announced a deal with mortgage provider United Wholesale Mortgage (UWM). 

Elsewhere, the Arizona Coyotes have named financial services firm Mountain America Credit Union as their helmet sponsor, with the Dallas Stars teaming up with American telco AT&T.

Meanwhile, the Columbus Blue Jackets will wear the Ohio Health logo for their home games and that of arena naming rights partner Nationwide for away fixtures. The Florida Panthers have also struck two deals for their helmets, the first with car brand Ford for matches and the second with Baptist Health covering practice sessions.

In addition, a number of teams have been displaying ads on their helmets despite no formal announcement being made. The Edmonton Oilers have been spotted wearing the logo of Canadian communications and media company Rogers during their practice sessions, while the Montreal Canadiens are training in helmets sporting the branding of arena naming rights partner Bell.

Helmet ads, which are 2.25-by-3.75-inches in size, are new to the NHL for the 2020/21 season as the league looks to help teams recoup some revenue while games remain behind closed doors. According to TSN, the NHL hopes the new inventory will raise around US$15 million for its franchises during the upcoming campaign.

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