The Boston Bruins today became the 11th NHL team to announce they’ll be wearing an advertisement on their sweaters during the upcoming 2022-23 season as well as the following four seasons, with the deal expiring following the 2026-27 season.
Boston will wear the logo of Rapid7, a cybersecurity company with its headquarters in Boston.
“The real estate on our Original Six sweater is sacred space,” said Boston Bruins President Cam Neely in the press release. “As a former player who proudly wore the Spoked-B, it was important to me and our organization that we identified the right partner with a connection to Boston and a strong commitment to enacting positive change in our community.”
Measuring a relatively small 1″ x 3″, the Rapid7 logo will appear in the upper right corner of all Bruins jerseys worn during pre-season, regular season, and playoff games as well as during team practices. It is white on the team’s black jerseys, black on their whites.
“The ‘cleanliness’ of the jersey was a big part; that was a requirement,” said Glen Thornborough, chief revenue officer of the Bruins, to the Boston Globe. “Cosmetically, how it looked on the jersey was critically important to us; we needed to make sure this was aligned for us to put it on the jersey.”
The Globe also reported that the deal is thought to be worth north of $30 million over the full five-year term.
Bruins jerseys featuring the new Rapid7 patch will be available at the team shop starting October 15 and only on the Adidas authentic versions. Fans can add a Rapid7 patch to their previously-purchased jerseys in exchange for a $20 donation to the Boston Bruins Foundation.
Boston joins the Washington Capitals, Columbus Blue Jackets, St. Louis Blues, Vegas Golden Knights, Minnesota Wild, Pittsburgh Penguins, Arizona Coyotes, Montreal Canadiens, Winnipeg Jets, and Toronto Maple Leafs as apparent financially stricken clubs to announce they will be wearing an advertisement on their previously clean sweaters this season. Unrelated, back in June, NHL Commissioner Gary Bettman announced the league had set all sorts of records for revenue.
Anywho, here’s the latest update to our 2022-23 NHL Jersey Ads Tracker: