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When the puck drops for the 2022-23 NHL season, players will have branding on their official game-day uniforms for the first time.
NHL’s chief business officer Keith Wachtel spoke at Adweek’s Brandweek Sports Marketing summit about the effort he spearheaded and how the NHL plans to unveil the new branded merch in a way that fits everyone, from club to player to fan.
‘Checking’ into the branded arena
The NHL has taken advantage of prime advertising opportunities on player uniforms in the past, just not on jerseys—until now.
“There was a lot of time spent analyzing what the opportunity could be for the NHL as it related to putting brands on what we think are the greatest jerseys—sweaters—in all of sports,” Wachtel said.
Looking
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