Today, the Pittsburgh Penguins announced they would be wearing an advertisement on their black home jerseys next season for Highmark, a healthcare company based out of Pittsburgh.
The blue and white Highmark Blue Cross Blue Shield logo will appear on a 3″ x 3.5″ black rounded rectangle and be stitched to the upper right corner of the jersey — where an anniversary, memorial, or Stanley Cup Final patch would have typically been placed.
“As a founding partner of the Penguins, Highmark has been a part of our success both on the ice and in the community,” said David Morehouse, president and CEO of the Pittsburgh Penguins, in the official release. “Stitching the Highmark logo to our home jerseys is a testament to our long-term partnership and an opportunity to showcase this Pittsburgh brand to millions of viewers and social media followers across the world – and especially our fans in attendance at home games at PPG Paints Arena.”
The new patch will make its on-ice début during the pre-season leading up to next season and will stay there throughout the entire 2022-23 regular season and 2023 Stanley Cup Playoffs, should the Penguins qualify. It will only be worn on their black home jersey; a separate deal for their road whites will be struck with another company “at a later date.”
Pittsburgh becomes the third NHL team to announce their on-ice jersey advertisements for next season; they follow the Washington Capitals who announced in September, and the Columbus Blue Jackets back on March 20. All NHL teams are permitted to wear an advertisement on their uniforms, one for the homes and one for the roads, starting with the 2022-23 season; this will be worn in addition to the two-year-old “one year only” helmet ad program.