Mark Madden: Expect NHL sponsorship displays to continue, and there's nothing wrong with it

The NHL is under fire, albeit tepid, from the protectors of purity (gag) in sports because teams can sell helmet space to sponsors and the NHL sold their division names to sponsors.

The Penguins have PPG logos on their buckets and are in the MassMutual (East) division.

If Washington’s Tom Wilson plays as he prefers, it could morph into the MassMurder division.

This doesn’t provide new revenue for the Penguins, at least not yet. The PPG helmet decals provide a make-good for in-game advertising that can’t be properly utilized until tickets are sold. But, when fans can attend, it’s not a concept likely to be ditched. More money is more money.

The Penguins play in PPG Paints Arena. The rink’s boards, ice and seating area feature a plethora of advertising and sponsorships.

This is merely a new variation on an old theme. The NHL needs every nickel it can get, especially during the pandemic. The league derives 37% of its revenue from ticket sales. It has the weakest TV deals in major sports. Each NHL team will hemorrhage money this season and will continue to do so until the stands can again be populated.

Critics take shots anyway, which is more than the Penguins’ bottom six will do.

“It’s chintzy. It’s cheap. It’s sleazy. The Steelers don’t do it.”

The Steelers don’t need to do it. But don’t they play at Heinz Field?

If it’s chintzy, cheap and sleazy, the Penguins are nonetheless in good company.

European soccer clubs have sponsor logos emblazoned across the front of their kits. It’s the jersey’s primary feature. Liverpool FC: Standard Chartered. Manchester United: Chevrolet. FC Barcelona: Rakuten. Real Madrid: Emirates. FC Bayern Munich: Deutsche Telekom (T-Mobile).

These franchises are bigger than any North American sports team. They are worldwide brands comparable to JuJu Smith-Schuster.

These teams have worn sponsor logos on their chests dating back over four decades.

It’s a business. Sanctity, purity, tradition, etc. take a back seat to that.

The PPG helmet decal isn’t enough. The Penguins should slap a Fig Newtons logo across their visors, like Ricky Bobby. It would be dangerous and inconvenient, but I love Fig Newtons.

Some media members say they won’t address the NHL’s divisions by their sponsored names, only their geographical names.

If any entity shouldn’t be disdainful and sanctimonious, it’s the media.

Each member thereof gets free access to NHL rinks and games, and to the players and coaches. They use that access to disseminate information for profit, with much of that profit generated by sponsorship and advertising. That applies to radio, TV, newspapers, websites, podcasts, etc.

If it’s the MassMutual division, call it that. Eschewing commercialism doesn’t strike a blow for journalism. In fact, it contradicts what’s left of journalism.

Today’s media is the biggest array of pimps and prostitutes anywhere. Hey, guilty as charged. If you’d like to sponsor this column, inquire within.

Sports will embrace this concept more and more. NBA uniforms already have sponsor patches. Uniform patch sponsors and batting helmet decals reportedly may come to MLB. The NFL won’t be left behind for too long when it comes to this.

It was inevitable. For the NHL, the pandemic was a catalyst in this regard. But it won’t go away.

It’s easy to say somebody else shouldn’t take money. But what if you have skin in the game?

Many of those complaining don’t like hockey, and look for an excuse to dump on it.

Can the Penguins make the playoffs in the MassMutual division? They had better. PPG is expecting value for money.