Gary Bettman Makes Huge Statement On NHL Finances & Jersey Ads

For those who are truly passionate about hockey, it is more than just a game. However, the NHL is an entertainment business that is focused on increasing revenue and generating profits. Gary Bettman has acknowledged the distinction between hockey as a game and hockey as a business.

The NHL will continue to lose money as long as fans are not in attendance for games. During the offseason, owners expressed their financial concerns, some opposing playing the 2021 season. While new revenue streams have been created, like helmet ads for instance, they can not make up for lost ticket and merchandise sales. Commissioner Bettman stated that it would be cheaper to shut the doors and not play and clubs are going to run through more money playing than not playing. However, the owners are content with this as they know how important the game is to fans and players.

Additionally, most traditional fans are opposed to advertising on team uniforms. Helmet ads are viewed as a slippery slope to ads elsewhere on player's equipment. Bettman has acknowledged this and stated that it is incorrect to assume the NHL will sell advertisements on jerseys as "the jury is still out on jersey signage". 

Gary Bettman says "it would be cheaper for us to shut the doors and not play." He says clubs are "going to run through more money playing than not playing, but our owners are OK with that because they know how important it is for players and fans to play."

— Frank Seravalli (@frank_seravalli) January 11, 2021

Gary Bettman says we shouldn't assume the NHL will be selling ads on sweaters in the near future: "The jury is still out on jersey signage."

— Chris Johnston (@reporterchris) January 11, 2021

 

Gary Bettman, on the NHL's impending financial hit: "The magnitude of the loss starts with a 'B.' We're out of the 'M' range and into the 'B."'

— Chris Johnston (@reporterchris) January 11, 2021

Photographer: Jeff Speer/Icon Sportswire