Devils, Capitals become first NHL teams to place brand advertising on helmets

Arun Srinivasan
·Writer
·4-min read
The Washington Capitals are one of the first NHL teams to display advertisements on their helmets. (Washington Capitals)
The Washington Capitals are one of the first NHL teams to display advertisements on their helmets. (Washington Capitals)

The New Jersey Devils and Washington Capitals will become the first NHL teams to sport advertisements on their helmets for the upcoming season.

New Jersey.will be sporting the Prudential logo on its helmets, while Washington has partnered with Capital One ahead of the 2021 campaign.

As the author of this piece, I personally don’t feel any type of way about the advertisements. I suppose if you really wanted to, you could examine how this is another tiresome way capitalism manifests itself, but ultimately teams wanted to recoup some lost revenue exacerbated by the COVID-19 pandemic.

Other people, however, felt quite strongly about the helmet decals. Below are some of the best reactions from fans and journalists, alike:

Uniform outrage

OK, have to admit, “helmet entitlement partner” is just vacuous brand-speak that we don’t need. Alas.

Under this dystopian timeline, will we eventually get the Capital One Capitals?

NHL joins NBA, Soccer

The NHL is far from the first league to adopt advertisements on their uniforms, and though it did seem like it would be a big deal at the time, does anyone really notice the logos on NBA jerseys?

TSN’s Ray Ferraro also rightly points out that soccer has long used advertisements on jerseys, and no one really complains.

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