Obviously, the best choice for a jersey ad on the Montréal Canadiens’ home jersey is none at all. After the start of this season, though, the ads look set to stay for the Habs and several other NHL sides. If anything, they’ve proven viable enough without too much backlash that more teams will enter into multi-million jersey ad deals in 2023/24.
Being an Original Six team and the greatest in the history of the NHL, there was something particularly wrong with the Canadiens being among the first to get an ad and alter the classic jersey. Still, it’s here now, and it’s not going anywhere, but at the very least – at least from an aesthetic or relevance point of view – the franchise could have picked something better than RBC, Canada’s largest bank.
Canadiens announce multi-year jersey partnership agreement with @RBCfr as part of the NHL’s Jersey Advertising Program.
— Canadiens Montréal (@CanadiensMTL) September 12, 2022
#GoHabsGo https://t.co/9bXzgeAa9P
Of course, it’s the rumoured excess of $30 million over five years that mattered to Canadiens owners, rather than if the banking ad was relevant to hockey or provided a complimentary logo. So, just for fun, we’re looking for some brands that are relevant to hockey fans and provide better logos for the jersey spot.
Roustan Hockey
The factory may be based in Ontario, but there’s something to be said for Canada’s greatest NHL team being sponsored by its sole surviving hockey stick maker. The aim of the company set up by W. Graeme Roustan has been to try to make hockey more affordable for the people of Canada, as well as kick back to its roots.
In the NHL, players use the latest in hockey stick manufacturing technology to get the very best sticks, often made from composite materials. Similar sticks go on sale to the public but are eye-wateringly expensive. Roustan Hockey specializes in wooden sticks and even street hockey sticks, with customer graphics also available. Given their current standing as a Canadian supplier, it would be a sound pick for a jersey ad.
Break Away
As far as hockey games go, the main ones are EA’s big NHL series – which already pays for a place with the NHL – the relatively low-budget management sim Franchise Hockey Manager, the indie hit Super Blood Hockey, and the online casino slot Break Away. Of them all, a carrier of Break Away in Canada would likely have the best shot at getting a jersey ad.
Some other teams have already gone with gambling firm ads, but to make it relevant to Habs fans, it should be one that has the popular hockey slot Break Away, its spinoffs like Break Away Deluxe Slot, Break Away Lucky Wilds, Break Away Shootout, and offer a Canadian-centric bonus. You can learn more here before you start, but having these games and a free spin with bonus funds offered to Canadians and French language options is key and could make it relevant as an ad.
#Habs skate out to Thunderstruck 😂 pic.twitter.com/ObRU3EHdFL
— The Hockey News (@TheHockeyNews) July 5, 2021
Print media may be fading, but The Hockey News remains the go-to source for hockey insights, updates, and news. The Hockey Writers is also a fine source for NHL insights, but The Hockey News would assumedly have a greater shot at forking up the cash to get a place on a jersey ad spot. Regardless, the publication would make for a slick ad on the jersey, especially as the logo and colour scheme would suit the Habs jersey.
Jersey ads should never have been on the table, but as they’re here now and organizations won’t decline the extra cash, fans can try to hope for a fun or at least relevant ad to hockey that comes with a decent logo.