Would Sponsorships on NHL Jerseys Work for League, Players and Fans?

The stellar "CH" emblem of the Montreal Canadiens. The colorful Indian head of the Chicago Blackhawks. The blue and white Maple Leaf on Toronto's historic uniform. The spoked B of the Boston Bruins. The winged wheel of the Red Wings.

The logos of the Original Six teams, all brought to you by McDonald's. Are you loving it?

You may not be jumping for joy at the idea, but that could be the way hockey uniforms start to go in a few years. Advertising seems likely to appear on hockey uniforms in the foreseeable future.

Anyone who has seen European sports highlights has seen business logos on players' uniforms as they streak up and down the court, rink or pitch. The NBA is exploring the possibility of selling advertising on uniforms as soon as the 2013-14 season (via NBA.com).

With revenues at issue in the current collective-bargaining-agreement talks between the NHL and the NHLPA, it seems likely that increasing cash flow through selling advertising on uniforms would be seen as a good idea by both the league and the players.

But would it be good for the game in general? How would it play with the fans?

Chances are that it would not go over so well with those who ultimately pay for the privilege of watching hockey.

There is something that is nearly "sacred" about hockey jerseys, still traditionally and erroneously called "sweaters" by many within the game itself.

The Original Six jerseys may be the most well known in the game, but the logos of the Philadelphia Flyers, St. Louis Blues, San Jose Sharks and Edmonton Oilers may be just as revered as those of the Original Six, and many of the others are viewed with nearly the same respect. Putting a small advertisement on the fronts—or even the backs— of jerseys might lessen the emotional connection that fans have with teams.

It might have the same impact to see advertising on NBA jerseys, but that's not guaranteed. Fans of that sport might be more willing to accept General Motors, Nestlé or Burger King logos on uniforms than they would in the NHL.

The cash cow known as the NFL might be willing to go in that direction, as well. Even though that league brings in more television and additional revenue than any other sport, it seems likely that owners like Jerry Jones of the Dallas Cowboys and Daniel Snyder of the Washington Redskins would be happy to rake in more cash at the expense of tradition.

On first blush, it appears that baseball and hockey are more devoted to their traditions and might be slower to add 2.5-by-2.5-inch patches that would appear over the heart.

Smaller advertising patches would not overwhelm the basic design seen on jerseys. Still, it would bring in an element that has never been seen before.

It would take some getting used to. It might be one of those developments that is inevitable.

It would add to the revenue of the sport, but it would not mean that ticket prices would be reduced to benefit the fans.

NBA.com writer Sekou Smith quotes league deputy commissioner Adam Silver as saying that advertising on uniforms could bring in about $100 million to the teams on a collective basis. Silver also added that his sense was that the proposal would be employed by all of the NBA's teams.

If they are looking at a new stream of revenue for NBA teams, it is something that will almost certainly be considered in the other major professional sports, including the NHL.

It would work for the owners and it would almost certainly have a positive impact on the portion of the league's revenue that end up in the players' pockets.

If both of those parties agree, the fans would have no choice but to go along with the idea as well.