The NHL is getting that bread, gamers, as they announced divisional sponsors for the upcoming shortened season. Scotiabank (North), Mass Mutual (East), Discover (Central), and Honda (West) will be the presenting sponsors of the divisions in a move to not only recoup losses from lack of box office, but maybe add another way to get hockey related revenue into the game.
Rumors have this as being a one-and-done thing given the oddity of the upcoming season…but why?? Why turn a potential money-maker into a one-year events when you have to think there’s sure to be hiccups going into the 2021-22 season, as well, when it comes to attendance.
As someone who covers NASCAR, I love the idea of sponsorships being a thing. Do they run sports?? Sure, just look at how arena naming conventions are and then try to debate me on this and helmet decals ruining the purity of the game. It’s also some more money coming into the league. Like I said with the helmet decals— until capitalism dies, this is the way to go. And what a smart way for the NHL to go about it by pretty much selling everything they can and say it’s only for a year. If it gets people talking, if it creates more marketing opportunities, if it’s generating dollars…why kill it after one year.
The NFL doesn’t do this, nor the NBA and MLB. But you have to wonder if the NHL is going to blaze the trail for getting money out there in a new way.
Sure, these sponsors are already in the NHL’s pockets with other deals and this was probably a small raise to their rate already, but it’s a start. If this could garner interest in new sponsors coming in to the game, why not?? Plus, the intrigue of whether or not a company will renew their divisional rights and who could swoop into getting them. In NASCAR, this happens all the time, it’s a hoot to see where companies are going and what companies come into the fold. Not only that, but think of the trickle down in the minor leagues. The AHL and ECHL probably would want some of that money into their leagues.
I’m all for this being a thing always and forever. If this league relies on money to stay alive, why not search out every avenue in which to make it?? If it flames out after a year, fine– you made the money you needed. If it keeps going, however, I think it’s the best for business because once that money goes into HHR; every then will benefit in some way, shape, or form.