The New Jersey Devils and Washington Capitals are the first NHL teams to release photos of helmets with advertisements on them.
The league is reportedly hoping to raise $15 million by selling ads on helmets for the upcoming 2021 season. This is being done in lieu of the economic fallout of COVID-19 and the fact many teams won’t have fans in attendance this year.
The New Jersey Devils announced in a press release that Prudential brand marks will appear on the team’s helmets for the upcoming season, marking the first-ever brand helmet placement in the NHL.
In the same press release, the Devils announced they will initiate a new hockey helmet donation program providing these branded helmets to diverse youth hockey players in New Jersey
More from the Devils:
“For as long as we have called Newark home, Prudential Financial has been with us every step of the way,” said New Jersey Devils President Jake Reynolds. “Over a decade later, with our Prudential Center and their headquarters based in our shared home city, Prudential Financial was our first and only call when such a significant opportunity for brand placement and association was made available by the NHL. For our shared values, commitment to our fans, community, youth education and programming and so much more, Prudential was a natural partner whose esteemed brand we are proud to see alongside our own for this special 2020-21 season opportunity. We look forward to taking to the ice once again alongside Prudential for this highly anticipated season of Devils hockey.”
Here’s a look at how the Prudential logo will look on the helmet of Devils’ forward Kyle Palmieri, courtesy of Sportsnet’s Elliotte Friedman.
— Elliotte Friedman (@FriedgeHNIC) December 22, 2020
The Devils also shared a close-up look at the branded helmets:
The Washington Capitals also unveiled their branded helmets in partnership with Capital One. The team specified in its press release that the Capital One decal will be on the helmets for the entire season, including home and away games, playoffs and practices.
The Capitals shared two photos of the new designs, including one with forward Tom Wilson wearing the helmet in action.
More from the Capitals:
“Monumental Sports & Entertainment has a long-standing relationship with Capital One, and we are thrilled to add a valuable piece of real estate to their portfolio as the Capitals helmet entitlement partner,” said Jim Van Stone, Monumental Sports & Entertainment President of Business Operations and Chief Commercial Officer. “We are excited to further grow our relationship with Capital One through a unique, first-of-a-kind opportunity in hockey that greatly showcases the brand across local, national and international audiences.”
Many thought these advertisements would be very distracting, but the first designs from the Capitals and Devils surprisingly aren’t bad and look pretty clean.