NHL executive John Collins made it known recently he believes ads on jerseys are "coming and happening."
League officials subsequently said Collins meant they are coming to pro teams in North America, not specifically to the NHL.
Indeed, some in the industry believe the NHL would prefer to wait until another league or two has sold space on uniforms before having its member clubs do so, although that feeling isn't universal.
A report by TSN, the Canadian sports network, this fall suggested that the NHL could generate as much as $120 million in additional revenue by allowing sweaters to be sponsored.
That comes out to $4 million per team, a relatively modest figure in a league with a salary cap that sits at $69 million.
Still, some owners might be intrigued by the idea of adding a seven-figure revenue stream without giving up anything.
Except, perhaps, for the respect - if not reverence - for tradition that so many others associated with the game have.
"It's definitely going to offend some people's sensibilities - probably mine, as well - if it happens," Penguins right winger Craig Adams said. "But at the same time, it kind of depends on how much revenue it can generate and what kind of business it can drive.
"Unfortunately, I think everyone has a price, and it depends on how much they sell those spots for."
This is not, of course, a new concept. Racecar drivers and European hockey players are among the athletes whose work attire is a blur of ads, and neither group seems to have its performance impeded by them.
"I played in Europe," Penguins winger Pascal Dupuis said. "Obviously, you get used to it."
Perhaps, but that doesn't mean many players have embraced the idea.
"I think it would be weird," center Brandon Sutter said. "I think you'd lose the integrity of the jersey."
Even more important, he suggested, is that the league and its member clubs actually might cost themselves money by shrinking the demand for a popular piece of big-ticket merchandise.
"Look at how many teams have gone back to old jerseys, from 30 years ago, like our new third jersey from 1992, or whatever," Sutter said. "I don't think those jerseys are going to keep coming back if they're covered in ads.
"I think that for jersey collectors ... cool uniforms will be out the window once you start putting ads on them. I think fans like collecting cool jerseys, and I don't think there are many cool jerseys with ads on them."
BEST & WORST OF EVERYTHING
Which current opposing goaltender's mask is your favorite, and which goalie's mask is your all-time favorite?
"I think I'll go with [Detroit's] Jimmy Howard. He has the big wings, like Tim Cheveldae, a little bit. But I think the best might be Gary Bromley, who played in Vancouver [and had a skeleton mask]. I love old masks because, instead of a cage, there are just holes for the eyes. It looks cool." — G Marc-Andre Fleury
The week ahead
Tuesday: at Montreal ... Canadiens have retired the numbers of enough players [18] to nearly field a full lineup of legends.
Friday: vs. New York Islanders ... New York hasn't shut out the Penguins since Kelly Hrudey did it Jan. 9, 1986.
Saturday: at New York Islanders ... The Penguins probably aren't eager to see the Islanders move out of Nassau Coliseum next season, having gone 16-8-4 there in the past nine seasons.
First Published: November 16, 2014, 5:00 a.m.
