NHL requires 'huge incentive' to consider ads on jerseys, Bettman reiterates
There will be patches on the sweaters worn at the World Cup of Hockey, and a similar test-case with ads stitched to NBA jerseys for this upcoming season, but don't expect NHL teams to have similar branding any time soon.
"Doing jersey advertising for the World Cup is not in the same universe as putting advertising on NHL sweaters," Bettman said in an interview with Jonas Seigel of the Canadian Press.
"I've always said, you're going to have to drag us kicking and screaming," he added. "We won't be first. Obviously the NBA went first. And it would take a huge incentive for us to even consider it."
TSN reported last year that the asking price for ad space on World Cup jerseys was upwards of $8 million, but negotiations with major brands failed to yield an agreement at that price.
SAP, a software company that holds the naming rights to the San Jose Sharks' arena, were announced as the official jersey sponsor last week.