Sports leagues will go to great lengths to earn some extra cash — and in some cases, stay afloat.
First, they convinced large corporations to buy the naming rights to arenas and stadiums. Then, they started putting sponsorships on uniforms. And now, the NHL has taken it to another level.
As relayed by Malik Patterson of Muse.tv, the naming rights of each of hockey’s four divisions have been sold and will be referred to as a respective sponsor’s brand.
The North Division is now the “Scotia.” The West is now the “Honda.” The Central will now go by “Discover,” and the East will be called the “MassMutual.” So someday, someone may be hanging the “Discover Division Champs” banner from their arena. What a world pro sports have become, huh?
“These strategic moves are to increase advertising marketing and profit for each team and the league as a whole,” Patterson wrote. “Thirteen teams have already announced sponsor rights through Tuesday. Although, the majority are directly connected to the names of the arenas of which the respective teams play for.”
The NHL will also allow teams to sell sponsorships for the sides of player helmets for the first time, though that is being done strictly on a one-year trial basis as of now.