Jersey Ads = done deal

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Hockey Widow
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Re: Jersey Ads = done deal

Post by Hockey Widow »

I imagine it will be league wide on all jerseys, at least to start. But it becomes a problem if it's starts cutting into players personal marketing. I'm sure the PA will want to know more. For example, will it become like the Olympics where Olympians can not do ads for rival companies, during the Olympics? If Reebok gets an ad deal, for example, what happens to star players that have Nike endorsements? Will the NHL and their new sponsors try to limit endorsements that players have now? Before you say it can't happen I remind you of the Olympics.

What good does it do Coke to pay for ads if the players freely have the ability to do Pepsi commercials. It's the exclusivity that needs watching from a PA point of view.
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Re: Jersey Ads = done deal

Post by Meds »

KeyserSoze wrote:No idea what other leagues do, but I wonder if the NHL will sell jersey ad space on a per player basis, per team basis, or if all jerseys will have the same ads in the same places.

Selling ad space on a per player basis or even selling some sort of exclusive ad space on certain players may be something to help maintain jersey sales. If you want your logo on the front of Crosby's sweater it's going to cost you a whole lot more than doing so on Shawn Thornton's. And perhaps the bidding for this exclusive ad space on certain players re-opens after an allotment of time. Doing this would make certain jersey's in certain years unique, which could drive a demand from fans/collectors.
I don't see this happening at all. You would have revenues being generated by the individual players but the teams would want a chunk, and if a top talent left via free agency then maybe a major sponsor goes with the player and the team then wants compensation, blah blah blah.

Players who are good enough to warrant sponsorship are already sponsored and endorsing certain products apart from the team itself.

I would imagine that at the inception of this you will see league sponsors, and then individual team sponsors as the details get ironed out.
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Re: Jersey Ads = done deal

Post by ClamRussel »

dbr wrote:So they can't look at other revenue opportunities until they're selling out games in the worst markets (where the on ice product is absolute crap). Seems like a reasonable strategy.. :roll:
Hyperbole? Is that a rational argument? No, it seems reasonable for the NHL to force itself upon markets that could care less about their product. Anchor the team there for decades and keep repeating this mistake year after year because revenue sharing will take care of the losses. Don't move the team to actual hockey markets who will support the team w/o gimmicks. Instead sell ads on the jerseys, sounds like a reasonable business plan.
dbr wrote:Nothing is a necessity, the league could become a non-profit and start giving away tickets at cost too.. but you, me, and everyone else knows that things don't work that way. The NHL and its franchises will continue to act as profit-seeking entities and will make decisions based on that - and this is no different.
Is that another rational argument? But why not, they already give away boatloads of tickets for free and part of 2for1 deals w/ hotdogs+beer in some markets and touch up totals in others. Where's the profit in that?
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Re: Jersey Ads = done deal

Post by ClamRussel »

KeyserSoze wrote:No idea what other leagues do, but I wonder if the NHL will sell jersey ad space on a per player basis, per team basis, or if all jerseys will have the same ads in the same places.

Selling ad space on a per player basis or even selling some sort of exclusive ad space on certain players may be something to help maintain jersey sales. If you want your logo on the front of Crosby's sweater it's going to cost you a whole lot more than doing so on Shawn Thornton's. And perhaps the bidding for this exclusive ad space on certain players re-opens after an allotment of time. Doing this would make certain jersey's in certain years unique, which could drive a demand from fans/collectors.
So how much of that pie goes directly to Crosby as opposed to Thornton?

The other question that will arise is, does any of this go directly to the players or is it just lumped into revenue? That will be a major bone of contention in the next CBA. Once it's divvied up, amongst 30 teams, the league & the players...will it be worth it to look like clowns or billboards?
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Re: Jersey Ads = done deal

Post by Blob Mckenzie »

Much ado about nothing . It's coming whether we like it or not .
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Re: Jersey Ads = done deal

Post by Meds »

ClamRussel wrote:
KeyserSoze wrote:No idea what other leagues do, but I wonder if the NHL will sell jersey ad space on a per player basis, per team basis, or if all jerseys will have the same ads in the same places.

Selling ad space on a per player basis or even selling some sort of exclusive ad space on certain players may be something to help maintain jersey sales. If you want your logo on the front of Crosby's sweater it's going to cost you a whole lot more than doing so on Shawn Thornton's. And perhaps the bidding for this exclusive ad space on certain players re-opens after an allotment of time. Doing this would make certain jersey's in certain years unique, which could drive a demand from fans/collectors.
So how much of that pie goes directly to Crosby as opposed to Thornton?

The other question that will arise is, does any of this go directly to the players or is it just lumped into revenue? That will be a major bone of contention in the next CBA. Once it's divvied up, amongst 30 teams, the league & the players...will it be worth it to look like clowns or billboards?
As long as it any sponsorship money is counted as league revenue, Crosby and Thornton will get the same piece of the pie. They are both full fledged union members.

Sponsorship's and endorsement deals that Crosby gets apart from the Pittsburgh Penguins are, obviously, another story.
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Re: Jersey Ads = done deal

Post by dbr »

ClamRussel wrote:
dbr wrote:So they can't look at other revenue opportunities until they're selling out games in the worst markets (where the on ice product is absolute crap). Seems like a reasonable strategy.. :roll:
Hyperbole? Is that a rational argument? No, it seems reasonable for the NHL to force itself upon markets that could care less about their product. Anchor the team there for decades and keep repeating this mistake year after year because revenue sharing will take care of the losses. Don't move the team to actual hockey markets who will support the team w/o gimmicks. Instead sell ads on the jerseys, sounds like a reasonable business plan.
Well the problem there is that you're assuming this is some sort of weird closed system in which the league can only do one of those things. Why are they turning down a chance to profit from ad revenue? Why move a franchise from one location to the other (when the majority of the time it's been shown that an improved on ice product will alleviate a lot of financial difficulty - certainly in terms of attendance - and relocating won't solve that) when that likely means turning down an expansion fee that will end up in the hundreds of millions?

You might not like the idea of Southern expansion, and there are plenty of struggling franchises down there to bolster your argument on that front, but it doesn't really have anything to do with putting a corporate logo on a hockey jersey, does it?

Just like individual teams don't need rising costs to justify raising their ticket prices, the league doesn't need money-losing franchises to justify adding new revenue streams.
dbr wrote:Nothing is a necessity, the league could become a non-profit and start giving away tickets at cost too.. but you, me, and everyone else knows that things don't work that way. The NHL and its franchises will continue to act as profit-seeking entities and will make decisions based on that - and this is no different.
Is that another rational argument? But why not, they already give away boatloads of tickets for free and part of 2for1 deals w/ hotdogs+beer in some markets and touch up totals in others. Where's the profit in that?
Please don't confuse marketing promotions with the fundamental aims of the league and its franchises; framing ticket giveaways as proof that these teams don't care about profit is a profoundly misguided interpretation of the facts.

The Panthers and Coyotes need to bend over backwards to fill up their arenas to anywhere near the level a winning team in the same market would.. that has absofuckinglutely nothing to do with the fact that on aggregate, the league could add to their bottom line by putting ads on their jerseys.
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Re: Jersey Ads = done deal

Post by Topper »

Corporate sponsorship is where the real money, after TV rights, is. the name of the arena, ads on the boards, scoreboard and glass, and corporate boxes. Who is selling team calendars and paying licence fees for memorabilia?

If that corporate base is weak, teams a will collapse whether they have paid butts in seats or not. That is what happened to the Jets and the Nordiques and was in a whisker of happening to Vancouver, Calgary, Edmonton and Ottawa.
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Re: Jersey Ads = done deal

Post by Puck »

It comes down to this: ultimately we will see the migration of the team logo to the shoulder in order to open up the front for the major sponsor's logo. Like the premiership and all the other 'first division' soccer leagues, you'll reduce the core product to a group of colours and maybe a stripe here and there. Nobody will like it, but we will only have one recourse, and that's to stop watching. Perhaps a few will, but we really are drawn to our teams, and most won't want to abandon them to take a stand against corporate branding. As it stands, it's a giant business with a facade of tradition - and in fact, it's always been a business, so what tradition? The only tradition is us following/watching.

The cost of the loss of tradition, as we know it, is zero to the owners, dbr. Tradition will be carried forward by those continue to follow the product no matter what it looks like. In fact, tradition can be exploited too - look how many stick-in-rink jerseys sold when they brought them back?

Ugh. Depressing thread ;)
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Re: Jersey Ads = done deal

Post by herb »

Can't say I'm terribly happy about the thought of more advertising at NHL games, but we're already lambasted with so much at this point.

The players are already covered in corporate logos. Bauer, Easton, Warrior, CCM, Oakley, Reebok, the NHL, the team logo(s)...the players drink from Gatorade bottles and wipe their faces with Gatorade towels.

The boards are covered by advertising, and there are several spots on the ice with advertising. The scoreboard is covered in advertising. The intermissions are brought to you by Coca Cola and this game is presented to you by Subway. The damn arena itself is named after a company.
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Re: Jersey Ads = done deal

Post by rats19 »

Nothing is sacred when the almighty buck is concerned.
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Re: Jersey Ads = done deal

Post by Cornuck »

herb wrote:Can't say I'm terribly happy about the thought of more advertising at NHL games, but we're already lambasted with so much at this point.

The players are already covered in corporate logos. Bauer, Easton, Warrior, CCM, Oakley, Reebok, the NHL, the team logo(s)...the players drink from Gatorade bottles and wipe their faces with Gatorade towels.

The boards are covered by advertising, and there are several spots on the ice with advertising. The scoreboard is covered in advertising. The intermissions are brought to you by Coca Cola and this game is presented to you by Subway. The damn arena itself is named after a company.
Wow - way to make the league sound like a bunch of cheap, filthy whores! ;)
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Re: Jersey Ads = done deal

Post by herb »

Cornuck wrote:Wow - way to make the league sound like a bunch of cheap, filthy whores! ;)
It's not just the NHL...it's the NFL, MLB, NBA, MLS, Nascar, Champions League, College Football, ATP...essentially the entire western world.
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Re: Jersey Ads = done deal

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Capitalistic bastards..
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Re: Jersey Ads = done deal

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rats19 wrote:Capitalistic bastards..
Exactly why I love my job!
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