As part of the recent negotiations between the NHL and NHLPA to increase revenues as an offset to the shortened season losses and lack of fans in the stands, the sides agreed to additional licensing opportunities. They didn’t go as far as ads on the jerseys, but they did agree to ads on the helmets.
Teams are permitted to have a home and away helmet sponsor. On Monday, the Penguins announced their sponsor, and it’s one you already know: PPG.
While fan reactions have been mixed, those fans should know the sooner the players even the financial ledger with the owners, the sooner the salary cap can rise, and most teams can start adding players instead of subtracting. However, the Penguins avoided using the word “sponsor” and instead titled the ads as “Helmet Entitlement Partner.”
From the Pittsburgh Penguins release:
The Penguins announced an addition to their partnership with PPG today, naming PPG the official helmet entitlement partner for the 2020-21 season and the first company to ever appear on Penguins’ equipment.
“PPG is proud to be highlighted on the Pittsburgh Penguins’ player helmets this season,” said Bryan Iams, PPG vice president, corporate and government affairs. “This is a unique opportunity to showcase our brand and further extend our naming rights partnership at all Penguins home and away games.”
The PPG logo will be featured on the players’ helmets for all home and away games of the 2020-21 regular season, as well as the playoffs. The PPG decal will be located on the left and right sides of the helmet.
“We are proud to showcase PPG on our helmets as the first corporate partner on Penguins’ game equipment,” said David Morehouse, president, and CEO of the team. “It’s exciting to expand our long-term partnership with PPG, an iconic Pittsburgh company, by providing additional exposure to millions of fans, viewers and social media followers across the world – especially during our games at PPG Paints Arena.”