Detroit Red Wings to advertise on their helmets during 2021 season. Here's why

Helene St. James, Detroit Free Press
·2 min read

What’s that you see on a Detroit Red Wings players helmet this season?

Why, it’s an advertisement.

With no revenue incoming from fans, the Wings will instead bear an advertisement on their uniforms.

The team announced Monday that United Wholesale Mortgage will be featured on player helmets during the 2021 season. The Michigan-based business will also feature on on-ice logos, in-arena signage, and digital branding.

It was an expected move, what with no fans allowed at Little Caesars Arena this season because of the COVID-19 pandemic. The Wings open a 56-game season Jan. 14 when they host the Carolina Hurricanes.

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Steve Yzerman wearing the white Red Wings helmet during his playing days.
Steve Yzerman wearing the white Red Wings helmet during his playing days.

General manager Steve Yzerman said in December he understood it was a likely development considering the circumstances in which teams operate now.

“We have to be creative,” he said. “Our revenues have taken a significant hit and you’re always, regardless, looking at ways to grow revenue.

“You see it in Europe, you see it at international events. I don’t really have too big of an issue with it. I think it’s a good opportunity to see if we can’t generate revenue from it. It’s the norm outside of North America.”

Contact Helene St. James at hstjames@freepress.com. Follow her on Twitter @helenestjames. Read more on the Detroit Red Wings and sign up for our Red Wings newsletter. Her book, The Big 50: The Detroit Red Wings is available from Amazon, Barnes & Noble and Triumph Books. Personalized copies available via her e-mail.

This article originally appeared on Detroit Free Press: Why Detroit Red Wings will advertise on their helmets during 2021

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