Caps, Devils First in NHL to Announce Helmet Ads

The New Jersey Devils and Washington Capitals wasted no time in locking up deals to stick an ad on their in-game helmets for the 2020-21 NHL season.

Earlier this week, the NHL announced teams could place an advertiser’s logo on the side of their helmets for the upcoming season, a way to either recoup lost revenues due to the pandemic or to “make good” for those they have an existing relationship with. Teams could make separate deals for home and road games.

The Devils will wear the logo of Prudential, the Capitals that of Capital One, both teams will wear these decals on their home and road helmets.

“Monumental Sports & Entertainment has a long-standing relationship with Capital One, and we are thrilled to add a valuable piece of real estate to their portfolio as the Capitals helmet entitlement partner,” said Jim Van Stone, President of Business Operations for MS&E in the Capitals press release. “We are excited to further grow our relationship with Capital One through a unique, first-of-a-kind opportunity in hockey that greatly showcases the brand across local, national and international audiences.”

This marks the first time the NHL has allowed an advertiser’s logo on uniform during regular season play though teams have long worn manufacturer logos on their helmets, jerseys, gloves, pants, and socks. Hockey clubs have worn uniforms littered with ads for decades in Europe and North American hockey teams have worn ads on jerseys and helmets in minor leagues such as the ECHL and AHL.