Ads on National Hockey League jerseys possible with new Adidas deal

Adidas will take over for Reebok, which was paying the league $35 million per season, a source told Westhead, though the new deal is expected to double that figure.

The report led to speculation that a major jersey re-design may be on the way-one that may include the introduction of corporate logos similar to what’s seen in European hockey leagues.

The league now has a jersey contract with Reebok, which is owned by adidas.

Wheeler, 28, made his opinion known on Twitter after TSN reported that the NHL has struck a deal with Adidas that will see the German-based company become the official supplier of uniforms to each of the league’s teams beginning with the 2017-18 season.

Finally, Wheeler speaking out is interesting on another front: The ads on jerseys undoubtedly benefit the players, either by increasing revenue and thus increasing cap space or through direct profit sharing with the NHLPA. With that, comes talk of redesigning the NHL’s jerseys, including giving more prominent space to teams’ corporate advertisers.

He also cited that a quick google search of college hockey jerseys that are manufactured by Adidas reveals that they too, are also absent from the jerseys.

But, I get it, fans and players want one space that can’t be breached by the ever-expanding fingers of capitalism, but the league exists to make money, and sponsors help them do that. It’s a uniform. Their look and style has changed over time and will continue to evolve along with the other aspects of the game.

Right now? Absolutely nothing.

So…More of the same, really.