For the second season the National Hockey League will be allowing teams to wear advertisements on their helmets therefore for the second season I’ll be tracking all the different ads that we’ll be served instead of our favourite team’s logos.
I guess this is going to be an annual thing now?
At the moment these announcements are trickling in slowly. I expect most teams to have the same advertiser as last season, and likely no announcement from them stating they’ll be doing so, just a “oh, there it is again” when we look at the first photos from training camp.
Anyways… below a list of what has been announced and/or spotted for 2021-22 this far…
Last updated September 17, 2021 – 11:35am ET
DETROIT RED WINGS
The Detroit Red Wings announced on September 15th, 2021 that they’ll be wearing the logo of grocery chain Meijer on the side of their helmets this season, this replaces last year’s partnership with UWM.
The Red Wings made their announcement via a video showing a player purchasing a Red Wings helmet as part of his weekly grocery run. The video only showed the home red bucket but the Tweet which accompanied the announcement specifically said that Meijer was their only “Helmet Entitlement Partner” (their words) this season.
The Pittsburgh Penguins announced on September 17th that they would be retaining their PPG “helmet partner” from 2020-21 for their road white set only, a new one “Bold Penguin” would be worn on their home black helmets.
Bold Penguin is an insurance technology provider (I just assumed it was some sort of hard seltzer beverage, personally). PPG is a paint company, they also currently hold the naming rights the the Penguins home arena.
The expansion Seattle Kraken announced on September 13, 2021 they’ll be wearing two different helmet ads this season, for home games the Kraken will wear the smile from the Amazon logo on their navy blue lids — Amazon was founded in Seattle and is still headquartered there. For road games the team will wear the logo of The Climate Pledge, a group started by Amazon encouraging businesses to work together to hit net-zero carbon by 2040.
We’ll be updating this post as more teams announce and please let me know in the comments if I’ve missed any new announcements. We should expect quite a few in the coming days as clubs start holding their first official on-ice workouts. If you’d like a refresher about what was worn by each team on their helmets last season, have at ‘er.