Given the gambling industry’s competitive nature, operators and bookmakers have been working hard to stand out. Imagine what it might cost you to stand out in an industry like gambling, which Statista expects to generate revenues of up to $449.67 billion in 2025 alone.
And with operators like those reviewed by BCSC here reinventing themselves, the pressure of standing out greatly increases. That’s why you may have seen even the best online casino sites in Canada turn to sports collaborations to stay ahead. Consider a sport like hockey, for instance. With a global following of more than two billion fans, collaborating with leagues like the NHL offers operators an excellent opportunity to reach new crowds.
Again, NHL stars like Connor McDavid have previously appeared in betting commercials. All these trends can leave you wondering whether every NHL jersey could become a walking billboard for gambling. That’s why you may want to stay around to discover this for yourself.
The slow but steady creep of ads into NHL Jerseys
For a long time, fans have considered jerseys for popular teams like the Montreal Canadiens sacred. This is actually why there was a serious fan uproar over the addition of an ad patch for the RBC Bank on the Canadiens’ jersey in 2021. But this is not the first time ads have been used on hockey wear.
The NHL first allowed advertisements on practice wear in 2010. In 2016, together with the NHLPA, this league placed ad patches on its World Cup of Hockey jerseys. Fast-forward to the 2020 – 21 NHL season, and the league approved helmet sponsorships as a way to generate more revenue.
The New Jersey Devils, Washington Capitals and Nashville Predators were the first teams to debut helmet advertisements, featuring sponsors Prudential, Capital One and Bridgestone, respectively.
Gambling companies have also not been left behind. The whole idea is building brand trust. By partnering with a renowned team, you give the impression that your brand is reputable, which can lead to increased conversion rates.
If you can remember, the Washington Capitals actually became the first NHL team to announce a jersey patch partnership with Caesars Sportsbook in late 2021. This marked the beginning of a new advertising era, with the league’s board of governors approving the move in August 2021. Since then, other teams have followed suit – by early 2024, about 17 had active gambling sponsorships.
Why can’t the NHL say no to gambling companies?
While a good number of fans did not receive gambling sponsorships well, the case was different for the sport’s executives. According to David Morhouse, who once served as the Pittsburgh Penguins’ president, these sponsorships would be a game-changer for teams. NHL Chief Business Officer Keith Wachtel added a statement, estimating teams could rake in $5 to $10 million annually from just one patch. That’s comparable to naming rights for arenas.
After fan attendance in stadiums significantly declined in 2020 and 2021, the need for additional revenue sources became apparent. And as you may know, maintaining just one hockey team is not a walk in the park. Can you believe that the New York Rangers alone spent up to 92 million US dollars on their players in the 2022/23 season? This was a significant increase from the previous year’s 76 million.
If you include other costs like coaches’ salaries, the expenditures can shoot to excessively high amounts. Since other revenue sources, such as ticket sales and broadcast rights, may not be enough, it makes sense to see teams open their doors to gambling sponsorships.
Are there any challenges that may affect this trend?
Not every fan is okay with having ad patches on jerseys. A good example is the 2021 serious criticism of the RBC Bank patch on the Montreal Canadiens’ jerseys. According to many supporters, these ads cheapen the jerseys. What was once a symbol of city pride and history now feels like a digital coupon. And the aesthetics are just part of it.
And don’t forget that gambling addiction is real. In countries like Canada, studies have shown that problem gambling affects between 1.5 and 3 million individuals. This is not something any forward-thinking economy will want to ignore. When a pro athlete wears a uniform with a gambling company’s logo, it sends a loud message that could encourage vulnerable audiences to start gambling.
And this is why gambling ads have been a concern for many interested parties, like Karl Subban. Suban, former principal and father to NHLer P.K. Subban, recently protested against gambling ads on NHL TV broadcasts, claiming that they could negatively influence some audiences.
Interestingly, local governments are not deaf to such complaints. As of February 2024, Ontario banned gambling commercials featuring athletes and celebrities. That means no more McDavid or Mathews pushing online sportsbooks on Canadian airwaves. And don’t be surprised if jersey ad rules are next in line.
Of course, both gambling companies and NHL teams have been benefiting from sponsorships. For casinos and bookies, sponsorships mean more reach among new audiences. For a hockey team, this means more revenue sources. However, these collaborations could have adverse effects, especially on vulnerable supporters.
Famous faces are known for influencing trends like fashion, and wearing jerseys with gambling ads could give a wrong impression. That’s why public pressure is rising. And if more jurisdictions follow Ontario’s lead or if horror stories linked to gambling addiction continue to increase, the league may be forced to adapt.
