Taylor Hall’s power-play goal late in the third period went on to become the game-winning goal after Charlie McAvoy added a shorthanded empty net insurance goal in a, 4-2, victory for the Boston Bruins over the Winnipeg Jets Friday night at Canada Life Centre.
Linus Ullmark (19-9-2, 2.72 goals-against average, .909 save percentage in 31 games played) made 27 saves on 29 shots against in the win for Boston.
Winnipeg goaltender, Connor Hellebuyck (21-22-9, 2.99 goals-against average, .907 save percentage in 52 games played), turned aside 41 out of 44 shots against in the loss.
The Bruins improved to 38-19-5 (81 points) overall and remained in command of 4th place in the Atlantic Division standings, as well as the first wild card spot in the Eastern Conference.
The Jets, meanwhile, fell to 28-24-10 (66 points) on the season and stuck in 6th place in the Central Division.
With the win on Friday, the B’s swept their regular season series against Winnipeg 2-0-0– just as they had done in 2019-20, when the two clubs last met in the regular season prior to the ongoing COVID-19 pandemic.
Boston was without the services of Jakub Zboril (right ACL), Urho Vaakanainen (undisclosed) and Patrice Bergeron (upper body) on Friday, while head coach, Bruce Cassidy, made a couple minor changes to his lineup prior to puck drop.
Jack Studnicka centered the first line with Brad Marchand and Jake DeBrusk on his wings, while Tomáš Nosek was returned to his usual role as the fourth line center with Curtis Lazar returning to Nosek’s right side and Anton Blidh joining Jack Ahcan in the press box as a healthy scratch.
During the game, however, Cassidy swapped Nosek with Erik Haula– promoting the former to the second line between Hall and David Pastrnak, while relegating Haula to the fourth line with Nick Foligno and Lazar.
Pastrnak, meanwhile, suited up for his 500th career National Hockey League game on Friday.
The 25-year-old failed to record a point against the Jets, but has 233-255–488 totals in 500 career games nevertheless and was Boston’s first round pick (25th overall) in 2014.
Prior to Friday night’s, 4-2, win, the Bruins’ last seven games against Winnipeg were all decided by one goal– with the B’s going 4-2-1 in that span.
Nikolaj Ehlers had a breakaway early in the action that came to an abrupt end thanks to a stick in the way from Mike Reilly, yielding a penalty shot for Ehlers after he was tripped by Reilly at 4:44 of the first period.
The Winnipeg sniper strolled into the attacking zone down the left-center before firing a shot into Ullmark’s pads.
Midway through the period, Matt Grzelcyk caught Paul Stastny with a high stick and presented the Jets with the night’s first power play at 10:13.
Winnipeg failed to convert on the ensuing skater advantage and subsequently presented Boston with their first power play of the night at 14:59 of the first period after Blake Wheeler slashed DeBrusk.
The Bruins did not convert on their first chance on the power play.
Pastrnak shortly made an early exit for the first intermission after appearing to step on the puck while retrieving it in his own zone and awkwardly falling while clutching at his core.
No. 88 in black and gold would return for the middle frame, however.
Entering the first intermission, the Bruins and Jets remained tied, 0-0, despite Boston attainting a, 14-11, advantage in shots on goal.
The B’s also led in blocked shots (8-6), while Winnipeg led in takeaways (6-2), giveaways (2-1), hits (17-6) and faceoff win percentage (58-42).
Both teams were 0/1 on the power play heading into the middle frame.
Marchand and DeBrusk entered the attacking zone early in the second period and played a little pitch and catch on a give-and-go back to Marchand (25) for a layup goal to give Boston a, 1-0, lead at 4:42.
DeBrusk (11) and Studnicka (3) tallied the assists on Marchand’s 344th career goal– tying Cam Neely for the sixth-most goals in Bruins franchise history (Bergeron is fifth with 392 goals and counting thus far).
Marchand also joined Rick Middleton and Johnny Bucyk as the only Bruins in franchise history to record nine 25-goal seasons on the effort.
Less than a few minutes later, Boston’s third line mustered their way to the net as Charlie Coyle drove the puck to the slot before slipping the rubber biscuit over to Trent Frederic for a two-goal lead as Frederic (5) worked the puck around Hellebuyck.
Coyle (20) and Craig Smith (15) had the assists on Frederic’s goal and the B’s took a, 2-0, lead at 7:12 of the second period.
Moments later, Haula didn’t make an effort to stop before colliding with Hellebuyck and cutting a rut to the penalty box with a goaltender interference infraction as a result at 9:37.
Winnipeg failed to convert on the ensuing power play and had another chance on the skater advantage at 13:36 when McAvoy tripped Neal Pionk.
This time, however, the Jets wouldn’t last long on the power play before Pierre-Luc Dubois cross checked Derek Forbort and took a trip to the sin bin at 14:05– resulting in 4-on-4 action for a span of 1:31 before the Bruins had an abbreviated power play that ultimately went by the wayside.
Through 40 minutes of action, however, Boston led, 2-0, on the scoreboard and dominated shots on goal, 36-15, including a, 22-4, advantage for the B’s in the second period alone– their most shots on goal in any second period this season.
Winnipeg led in giveaways (6-4), hits (26-14) and faceoff win% (52-49), while both teams had 11 blocked shots and eight takeaways each.
The Jets were 0/3 on the power play, while the Bruins were 0/2 on the skater advantage heading into the final frame.
Ullmark was no match for Adam Lowry’s (10) deflection on Evgeny Svechnikov’s toe-drag snap shot that cut Boston’s lead in half, 2-1, at 2:29 of the third period and Winnipeg surged with momentum as the Jets came to life to begin the final frame.
Not even two minutes later, Ehlers (17) received a give-and-go from Kyle Connor and blew past Grzelcyk before beating Ullmark and hitting the twine while Brandon Carlo was left helpless as the only defender back.
Connor (35) had the only assist on Ehlers’ goal and the Jets tied the game, 2-2, at 3:54 of the third period as a result.
About a few minutes later, Pastrnak hooked Dubois and was assessed a minor infraction at 6:59, but the Bruins managed to make the kill.
Logan Stanley made a brief appearance in the penalty box for interference at 11:57, but Boston wasn’t able to convert on the resulting power play.
Finally, Brenden Dillon sent the puck over the glass and out of play in his own zone for an automatic delay of game minor at 14:31.
This time the Bruins made quick and easy work of the ensuing skater advantage as Hall (13) followed up on a rebound with a backhand shot past Hellebuyck to give Boston a, 3-2, lead at 15:13 of the third period.
Coyle (21) and McAvoy (32) had the assists on Hall’s power-play goal.
With 1:37 remaining in the action, Jets interim head coach, Dave Lowry, pulled his goaltender for an extra attacker.
What’s more, Haula tripped Andrew Copp at 18:34 of the third period and gave Winnipeg a de facto 6-on-4 advantage once Hellebuyck made another trip out of the crease after the Jets ensured themselves of not losing a faceoff and giving up an easy goal to the Bruins who could not ice the puck given their shorthanded status.
Winnipeg used their timeout to make sure their skaters were all on the same page in their last-ditch effort.
About 30 seconds after Hellebuyck raced to the bench for the second time, McAvoy (8) sealed the deal on a shorthanded empty net goal to give the Bruins a, 4-2, victory at 19:29 of the third period.
Nosek (11) and Coyle (22) had the assists on the goal as all three Boston skaters selflessly tried to do everything they could to let one of their teammates score the insurance goal.
Josh Morrissey had been tripped at the other end of the rink prior to McAvoy’s goal, but there was no penalty called– drawing the ire of both Morrissey and Dubois and resulting in ten-minute misconducts for the two players as something they had said or done in protest crossed the lines for the on-ice officials at 19:29.
At the final horn, Boston had won, 4-2, and finished the night leading in shots on goal, 45-29, despite trailing Winnipeg, 14-9, in shots on net in the third period alone.
The Bruins left Canada Life Centre leading in blocked shots (17-15), giveaways (11-10) and faceoff win% (53-47), while the Jets led in hits (33-19).
Winnipeg finished 0/5 on the power play, while Boston went 1/4 on the skater advantage Friday night.
The B’s improved to 11-5-2 (7-2-1 on the road) when tied after one period, 28-7-2 (16-3-1 on the road) when scoring first and 26-1-3 (16-0-2 on the road) when leading after two periods this season.
The Jets, meanwhile, fell to 13-9-4 (8-6-0 at home) when tied after the first period, 10-18-4 (5-11-2 at home) when allowing the game’s first goal and 4-18-2 (1-11-1 at home) when trailing after the second period in 2021-22.
The Bruins wrap up their four-game road trip (2-1-0) Monday night in Montréal, which also happens to be the same day as the 2022 NHL Trade Deadline (March 21st).
Boston returns home to host the Tampa Bay Lightning on March 24th and begin a five-game homestand to conclude March and start the month of April.
The New York Islanders, Toronto Maple Leafs, New Jersey Devils and Columbus Blue Jackets will visit TD Garden on March 26th, 28th, 31st and April 2nd, respectively.
The last time the Boston Bruins and Winnipeg Jets faced each other, Canada Life Centre was still known as Bell MTS Place and the World Health Organization (WHO) was still a little over a month away from declaring the outbreak of the SARS-CoV-2 virus (also known as COVID-19) a global pandemic.
Seriously, it’s been that long.
722 days since they last played each other to be exact.
Saturday afternoon at TD Garden in Boston, the Bruins beat the Jets, 3-2, courtesy of a game-winning power-play goal for David Pastrnak in a game that had a little bit of everything.
Tuukka Rask (2-1-0, 3.86 goals-against average, .857 save percentage in three games played) made 22 saves on 24 shots against for a .917 SV% in the win for Boston.
Winnipeg goaltender, Connor Hellebuyck (14-12-5, 2.83 goals-against average, .912 save percentage in 31 games played), stopped 29 out of 32 shots faced for a .906 SV% in the loss.
The Bruins improved to 24-12-2 (50 points) overall and– prior to Toronto’s win later Saturday evening– were temporarily one point behind the Toronto Maple Leafs for 3rd place in the Atlantic Division.
Instead, the B’s remain 4th in the division, but in command of the second wild card spot in the Eastern Conference.
Meanwhile, the Jets fell to 17-14-6 (40 points) this season and remain in 6th place in the Central Division. Winnipeg is four points behind the San Jose Sharks for the second wild card spot in the Western Conference.
Though he missed most of Thursday night’s, 4-3, win against the Washington Capitals after sustaining an upper body injury, Brad Marchand took part in warmup and did not skip a beat as Bruce Cassidy made a few minor changes to his lineup.
With Anton Blidh (upper body) fresh out of the action due to an injury against the Capitals, Oskar Steen went back in on the third line with Jake DeBrusk on the opposite wing and Charlie Coyle centering the two.
Meanwhile, Nick Foligno slotted in on the fourth line in Blidh’s usual role at left wing with Tomáš Nosek at center and Curtis Lazar at right wing.
Boston was without the services of Jakub Zboril (right ACL), Trent Frederic (upper body), John Moore (upper body), Mike Reilly (COVID-19 protocol) and Blidh (upper body) on Saturday.
Moore practiced with the team on Friday and is close to returning to the action if Cassidy is to make any changes to his defensive pairings between now and then.
Steven Fogarty and Jesper Frödén were recalled from the Providence Bruins (AHL) ahead of Saturday’s matinée and assigned to the taxi squad with the expectation that Fogarty would make his Boston debut if Marchand wasn’t ready to go.
Looks like Fogarty is waiting to don the Spoked-B in a National Hockey League game another day.
Fogarty and Frödén were joined by Tyler Lewington in the press box on Saturday.
Dominic Toninato dropped a pass back to Jansen Harkins (4), who snuck a shot off of Rask’s arm and under the glove side to give Winnipeg a, 1-0, lead at 2:46 of the first period.
Toninato (3) had the only assist on the goal as the Bruins gave up a goal on their opponents’ first shot of the game for the second consecutive game.
About a few minutes later, Connor Clifton dropped the gloves with Harkins and exchanged fisticuffs in what was Clifton’s second fight of the season and Harkins’ first.
Both players received five-minute fighting majors at 5:19 of the opening frame.
Shortly thereafter, Pierre-Luc Dubois sent Matt Grzelcyk awkwardly into the boards from behind, leaving the Bruins defender struggling to make his way down the tunnel.
Grzelcyk would return for the second period, however.
Midway through the first period, DeBrusk worked the puck deep in the attacking zone and sent a pass to Coyle, who one-touch redirected it over to Steen (2) for a spin, sweep and throw goal.
Coyle (9) and DeBrusk (7) tallied the assists on Steen’s goal as the Bruins tied the game, 1-1, at 11:37.
Almost two minutes later, Brandon Carlo and Austin Poganski exchanged pleasantries behind the Boston net yielding fighting majors in the process at 13:07.
Six seconds after the ensuing faceoff, Derek Forbort caught Dubois with a high stick and cut a rut to the penalty box at 13:13.
Winnipeg wasn’t able to convert on the ensuing skater advantage, however.
Instead, the Jets sustained the pressure as they had been doing virtually the entire period.
Mark Scheifele sent a shot towards the slot that caught a double deflection– first off of his own teammate, Andrew Copp’s, skate and then again off of the skate of Boston defender, Urho Vaakanainen before making its way to the back of the twine.
Copp (11) gave Winnipeg a, 2-1, lead courtesy of being in the right place a the right time and with a little more luck than just that at 19:34 of the first period.
Scheifele (17) had the only assist on the goal as the Jets took a, 2-1, lead on the scoreboard, as well as an, 11-4, advantage in shots on net into the first intermission.
It was the worst offensive output for the Bruins so far this season as they only managed four shots on net in the first period.
That said, the B’s led in blocked shots (4-3), takeaways (5-3) and hits (13-11), while the Jets led in giveaways (4-1).
Both teams split faceoff win percentage, 50-50, while only Winnipeg had witnessed any action on the power play– going 0/1 in the process– entering the middle frame.
Forbort blasted a shot from the point that likely was going for Hellebuyck’s five-hole early in the second period had it not been for Coyle’s (9) excellent hand-eye coordination to tip the puck past the Winnipeg goaltender’s right pad instead.
Forbort (4) had the only assist on Coyle’s goal as the Bruins tied things up, 2-2, at 2:31 of the second period.
A few minutes later, Boston got their first chance on the power play courtesy of an interference minor against Toninato at 5:15, but the B’s were powerless on their first skater advantage of the night.
Nobody else scored and nobody else took a trip to the penalty box for the rest of the second period as the two teams were tied, 2-2, after 40 minutes of action with the Bruins leading in shots on goal, 20-17– rallying for a, 16-6, advantage in shots in the second period alone.
Boston also held the lead in blocked shots (13-9), hits (21-20) and faceoff win% (55-45), while Winnipeg led in takeaways (9-6) and giveaways (8-2).
Both teams were 0/1 on the power play heading into the final frame.
Dubois checked Coyle early in the final frame and popped a pane of glass out behind the Winnipeg net.
The TD Garden “Bull Gang” (rink crew) quickly put it back in place and made the necessary repairs in about 90 seconds before play resumed.
Adam Lowry tripped up Coyle at 2:27 of the third period to the dismay of his father and Jets interim head coach, Dave Lowry– presenting another power play to Boston in the process.
A blocked shot found its way back to the point as Grzelcyk corralled the loose puck as the Bruins established an umbrella setup in the attacking zone.
Grzelcyk worked the puck over to Pastrnak (19) for a one-timer blast from his usual spot at the faceoff circle to give the B’s their first lead of the afternoon, 3-2, at 3:59 of the third period.
Grzelcyk (14) and Marchand (24) had the assists on Pastrnak’s power-play goal that became the game-winning goal on account of the fact that no one else scored afterwards.
Steen cut a rut to the sin bin for catching Dubois with a high stick at 5:19 of the third period, but the Bruins killed off the minor infraction.
Boston stood tall once again on the penalty kill when Rask sent an errant puck over the glass and out of play, yielding an automatic delay of game penalty that was served by Taylor Hall at 8:15.
With 1:49 remaining in regulation and down by a goal, Winnipeg used their timeout to draw up a plan to try to tie the game at the very least and force overtime.
Hellebuyck vacated the crease with 1:34 remaining for an extra attacker, which quickly became a de facto two skater advantage for the Jets as Nosek caught Copp with a high stick and was sent to the box at 18:33.
Winnipeg had a 6-on-4 opportunity, but Boston kept blocking shots mixed in with a few more clutch saves from Rask as time winded down and the final horn sounded.
The Bruins had won, 3-2, and finished the afternoon leading in shots on goal, 32-24– including a, 12-7, advantage in the third period alone.
The B’s left their own building with the advantage in blocked shots (17-13), hits (28-25) and faceoff win% (52-48), while the Jets left Boston holding the advantage in giveaways (9-8).
Winnipeg went 0/4 on the power play, while the Bruins went 1/2 on the skater advantage Saturday afternoon.
Boston improved to 9-7-2 (6-4-1 at home) when allowing the game’s first goal, 4-7-1 (4-4-1 at home) when trailing after one period and 5-2-0 (5-1-0 at home) when tied after two periods this season.
The Jets fell to 12-4-3 (5-3-3 on the road) when scoring first, 6-3-1 (3-2-1 on the road) when leading after the first period and 3-3-5 (3-2-4 on the road) when tied after the second period in 2021-22.
The Bruins (5-1-0) conclude their seven-game homestand against the Anaheim Ducks next Monday before hitting the road for a few games in Colorado next Wednesday (Jan. 26th), Arizona next Friday (Jan. 28th) and Dallas next Sunday (Jan. 30th) to close out the month of January.
Apparently the National Hockey League’s Board of Governors were up to something this month as it was reported by Sportico on Tuesday that the Board unanimously approved ads on the front of NHL jerseys beginning with the 2022-23 season.
The ads will be no bigger than a 3-inch-by-3.5-inch rectangle, which is slightly larger than the ads featured on the front of National Basketball Association (NBA) jerseys.
It was only a matter of time before the NHL followed the NBA in generating additional revenue by doing what professional hockey leagues outside of North America have been doing for many years, as well as what’s been done for at least a few seasons now in the American Hockey League (AHL) and ECHL minor league levels on this side of the pond.
As always, hockey Twitter is taking the news well.
Let’s embrace the chaos for a moment and pick some sponsors for all 32 NHL teams that would make so much sense they’ll obviously be overlooked for, well, actual revenue generating streams instead.
Anaheim Ducks
What we want: Disney+ or TCL
What we’ll get: Honda
The Ducks play at Honda Center and, yeah, there’s really nothing besides Disney swooping in and sponsoring the team that they used to own as a means of cross promoting both the Ducks and The Mighty Ducks: Game Changers on Disney+, so we’re stuck with a Honda logo at center ice and on the front of Anaheim’s jerseys.
In any case, Honda’s red logo works pretty well with the Orange County orange featured as an accent color on Anaheim’s home and road jerseys.
NHL teams have a tendency to go back to the well with their partners– think of how many teams have either the same helmet sponsor as another team or just slapped on the same brand as their venue’s naming rights deal– but if we want to expand the playground a little bit perhaps TCL could be of interest for the Ducks.
Come to think of it, that’s probably a better option.
*Opens up Photoshop*
Arizona Coyotes
What we want: P.F. Chang’s or Cold Stone Creamery
What we’ll get: Fry’s or something, probably
Believe it or not the Los Angeles Chargers won’t be the only team tweeting about P.F. Chang’s for long as the restaurant chain was founded in 1993, and opened their first location in Scottsdale, Arizona, so it only makes sense to go back to their roots and toss an ad on the Coyotes’ jersey.
Also founded in Arizona– Cold Stone Creamery.
We figured that’d probably make sense on an AHL team’s jersey, though, despite the obvious cold ice, cold ice cream connection.
The Coyotes had Mountain America on their helmets at home and Dignity Health on their road helmets in 2020-21, so in reality we’ll probably get one of those two on the front of their jerseys in 2022-23.
Boston Bruins
What we want: Dunkin’ or bust
What we’ll get: TD Bank or O.R.G. Packaging, probably
What could possibly be more Boston than a Bruins jersey with a Dunkin’ logo on it?
Their AHL affiliate– the Providence Bruins– already play in the Dunkin’ Donuts Center in Rhode Island and have a Dunkin’ ad patch on their jerseys. Why not call it up to the major league?
That said, with some NBA teams earning up to about $20 million in jersey ad space revenue, the B’s likely will reach for a brand with deeper pockets than doughnuts and coffee.
Delaware North likes their relationship with a certain bank from Toronto (TD Bank) and has had one of the league’s longest relationships with a Chinese company (O.R.G. Packaging) as part of the NHL’s intended growth beyond the continents of North America and Europe, so one of the two brands is more likely to appear on a Bruins jersey.
Buffalo Sabres
What we want: Super Chexx
What we’ll get: KeyBank
The Sabres could use some fun in their lives these days and you know what really helps put the mind at ease? Bubble hockey.
That’s right, Innovative Concepts in Entertainment, Inc. (ICE)– the manufacturers of the popular bar and arcade classic, Super Chexx, that your rich friend down the street growing up also had in the comforts of their home– is based outside Buffalo and would be a match made in heaven right about now.
Especially as Sabres fans are looking for something to do while the game’s on TV.
So yeah, we’re definitely going to get KeyBank, Tim Horton’s or something else entirely instead.
Calgary Flames
What we want: WestJet or Duraflame
What we’ll get: Scotiabank
If you, as an American, can name any other Canadian airline other than Air Canada, then congratulations. If you can’t, then may I introduce you to WestJet?
WestJet’s headquarters are next to Calgary International Airport and it’d be nice to prove to the world that Canada is more than just a land of Tim Horton’s, Roots, Canadian Tire, Rogers, Scotiabank and Mr. Sub.
If Duraflame isn’t available, then you might as well dip into the low-cost airline industry as a means of attracting tourists to Banff National Park, Calgary Stampede or whatever it is that sets Calgary apart from the rest of Alberta (so… not being Edmonton).
Carolina Hurricanes
What we want: Surge
What we’ll get: PNC, Diehard, maybe Cheerwine or something else
This should be obvious, but if you haven’t paid attention to the Hurricanes for at least the last few seasons now they do a “Storm Surge” celebration after every win on home ice in the regular season (and sometimes playoffs).
Surge (the soda) is one of those drinks that makes headlines every few years for being pulled straight out of the vault and placed back on grocery store shelves– speaking of which, does anyone know if it’s currently available?
If not, it’ll definitely be back by the 2022-23 season.
Yes, it’s hard to envision where an ad will be placed on the road jersey as the prime real estate is used up by the diagonal “CANES” letters and– for a few players– the captain’s “C” or alternate captain’s “A”.
Chicago
What we want: Portillo’s
What we’ll get: United
Look, between Walgreens, Sears and Portillo’s there’s a few legendary brands that Chicago could partner with as their first jersey ad in franchise history (not including practice jerseys).
Obviously only one of the three mentioned above is the right choice and its the one that might lead you to Walgreens later if you have a weak stomach. Besides, Sears is fading from our collective memory whether it is out of business already or not.
Clark Griswold would be proud of Portillo’s proudly being displayed on a, well, if a WHL team can rebrand, so can you, Chicago.
Colorado Avalanche
What we want: Chipotle or Coors
What we’ll get: Ball
Look, whether or not Nathan MacKinnon eats Chipotle is a debate for another day, but one thing’s for sure– both Chipotle and MacKinnon started their careers in Colorado.
Though Coors or Coors Light would make more sense, we have to consider the fact that kids might be wearing these jerseys to the game and we haven’t heard whether or not the jerseys that are sold in the proshops in 2022-23 and beyond will include the front jersey ad or not.
If they do, then we probably can’t market beer to children.
I’m pretty sure there’s a law about that and it’s also the reason why all my 1:64 scale diecast Rusty Wallace and Dale Earnhardt, Jr. cars from when I was a kid said “Team Rusty” and “Dale Jr.” on them, respectively, instead of Miller Lite and Budweiser.
Columbus Blue Jackets
What we want: Wendy’s
What we’ll get: Nationwide
Coinciding with the uptick in Columbus born and raised players on the Blue Jackets roster, it would be a great idea to add Wendy’s– which was founded in Columbus in 1969– to the team in such a way that perhaps Jack Roslovic and Sean Kuraly star in local commercials to the Blue Jackets viewing area during the 2022-23 season.
I know that’s assuming Roslovic signs an extension, but the pending-restricted free agent at the end of the 2021-22 season helped facilitate the Pierre-Luc Dubois for Patrik Laine trade with the Winnipeg Jets by forcing Winnipeg into trading him to his hometown team.
Unlike several recent stars that left the city via free agency, Roslovic will stick around for the long term.
Especially if there’s some goods in kind involved with a Wendy’s sponsorship. I mean, I would at least.
Dallas Stars
What we want: Whataburger
What we’ll get: AT&T
Though Whataburger would be a welcome party in the burger wars when Columbus and Dallas would “meat” up, there’s no beef to be found in this hypothetical because AT&T has already made that decision for us.
Sometimes you just can’t think too hyperlocal and AT&T fetches a more national audience than a regional chain that primarily serves Texas.
Besides, if you go to Dallas for a Stars game, you can always just get Whataburger then. It’s not like they’re going to send you a meal with a jersey if ads are on the jerseys sold to fans in 2022-23.
Detroit Red Wings
What we want: Little Caesars
What we’ll get: Little Caesars
The last few teams have all involved food and we’re going to be stuck on this theme for at least one more team after this.
Both the Red Wings and Little Caesars are owned by the Ilitch family and if you think adding one more connection between Detroit and pizza is a bad thing then you clearly don’t understand the marketing behind this.
Kids love pizza. Adults love pizza. There’s a lot of good memories involving pizza.
Plus, with General Manager, Steve Yzerman, in charge, the Red Wings are on the rise, which will only further tap into the nostalgia from when Detroit was doing what the Tampa Bay Lightning are currently doing to the rest of the league.
Edmonton Oilers
What we want: Boston Pizza
What we’ll get: Rogers
Edmonton thought they could replicate the success Ken Holland had in Detroit by hiring Holland as their General Manager and when they see that we’ve got a pizza establishment heading for the front of the Red Wings’ jersey, then the Oilers will think it’s also a good idea to snag a slice.
That’s where Boston Pizza comes in.
Whether or not they’ll get Connor McDavid to do an ad read or be left with whatever scraps surround him on the Oilers roster remains to be seen.
In all likelihood, Rogers Communications will probably just get to slap their logo on another element of Edmonton’s brand.
Florida Panthers
What we want: Royal Caribbean International
What we’ll get: Baptist Health or something
The Blockbuster guy (the late Wayne Huizenga) founded the team and almost named them the “Florida Block Busters”, so it’d be neat to incorporate an homage to the days of Blockbuster (rest in peace) with the almost Blockbuster-like colors of Royal Caribbean International on the jersey.
Plus, who among us hasn’t uttered the words “I need a vacation from my vacation” before?
If you’re an out of town fan visiting the Panthers in Florida or watching the Panthers come to your town— there’s a cruise line for you even if you wouldn’t go remotely near a cruise before the ongoing pandemic began.
Los Angeles Kings
What we want: Dollar Shave Club
What we’ll get: Anschutz Entertainment Group
Never doubt for a second that a team owner wouldn’t give up the chance to toot their own horn, which is why it’s quite possible that one of the world’s biggest entertainment entities would slap their own logo on the front of a Kings jersey.
If you’re not able to finagle a way to write things off as a deduction, then Dollar Shave Club presents a unique opportunity despite the fact that shaving isn’t something that’s in Drew Doughty’s vernacular (or any hockey player, for that matter, when the Stanley Cup Playoffs roll around).
Manscaped could also make a run here and in any case, fine.
Minnesota Wild
What we want: Target or General Mills
What we’ll get: Xcel Energy
When you think of Minnesota what’s the first thing you think about?
That’s right, the very place where you could be standing right now reading this while you’re waiting for a cash register to open up or aimlessly perusing the aisles for those impulse purchases you somehow always make at Target.
It fits the Wild color scheme well and if we’re not going to get General Mills involved then at least getting more than the standard 5% discount for having a Target RedCard via goods in kind might be enough to convince Kirill Kaprizov to stay in Minnesota long-term.
Montréal Canadiens
What we want: CCM and/or Molson
What we’ll get: Bell
CCM makes more than just jerseys, but it’s not like adidas would be just fine with a CCM logo appearing on the front of an adidas ADIZERO jersey.
So, we’re left with two obvious choices– Molson or Bell.
If there’s nothing against a Canadian team bearing an alcoholic beverage on the front of their jersey with the potential for that brand to be marketed towards kids, then perhaps Molson– whose family ties own the Habs– might make an appearance near the crest.
That or we’ll just get more airtime for Bell. Either way, Montréal would be attractive enough as a franchise to bring in more than one jersey ad sponsor if the league doesn’t have any specific rules outside of the size of the ad.
Nashville Predators
What we want: Curb Records or CMT
What we’ll get: Fifth Third Bank
The music city could attract a music label if they wanted to, but Fifth Third Bank loves investing in Nashville for some reason– like, a lot, despite being headquartered in Cincinnati, Ohio and primarily serving Ohio, Kentucky, Indiana, Illinois, Michigan, West Virginia, North Carolina, Georgia and Florida more than all of Tennessee.
In any case, good for the Predators. They’ll have some deep pockets to reach into while other teams surely will have to squabble for seven figures related to the going rate for the prime ad space.
Still feels like we’d be missing out on a sweet Curb Records patch close enough to the guitar pick on the right shoulder though.
New Jersey Devils
What we want: Honestly, just Prudential is fine
What we’ll get: Prudential
The Devils are overlooked and let’s admit it, you couldn’t think of something distinctly New Jersey either– besides not being allowed to fill your own gas tank.
Bruce Springsteen is not sponsoring the Devils alone.
Whether it’s settling on an old reliable or simply making use of what’s trustworthy and already available, Prudential and New Jersey just seem like a good fit.
New York Islanders
What we want: Gorton’s
What we’ll get: Not Gorton’s
“We want fishsticks!”
O.K., you got them. Take that, Rangers fans. The Islanders are cool now because they’re steering into the skid.
They just won’t go as far as bringing back the fisherman jersey from the dead, but alas, they’ll show a spark of creativity and even crack a smile on Lou Lamoriello’s face with the real Gorton’s fisherman making an appearance on the jersey.
Obviously this will never happen.
New York Rangers
What we want: Liberty Mutual if they’re bringing back the “Lady Liberty” jerseys as an alternate
What we’ll get: Chase for sure, maybe New York Life too
Liberty Mutual (a Boston company) on the “Lady Liberty” jersey would be a sight to see, but New York will never let it happen.
Instead, Chase, which already has quite a great partnership with the team, Madison Square Garden, Manhattan, etc. will likely just step up and foot the bill for one– if not all– of the jerseys in full.
That’s fine. The Rangers will suffer the same consequences of having a diagonal wordmark on their jersey like Carolina’s road jersey, but at least New York’s pretty much always been this way so they should have some ideas of how to work around that.
Ottawa Senators
What we want: Canada Post
What we’ll get: Bell, Scotiabank or Canadian Tire
Canada’s capital city gets the honor of having Canada Post on their jerseys because it breaks up the trend of having the same three or four companies sponsoring all seven Canadian teams (like how their helmets were for 2020-21).
In reality, we’ll probably get more of the same from the Sens and either Bell, Canadian Tire or Scotiabank will make an appearance on Ottawa’s jersey.
At the very least, Canada’s postal service sponsoring a team is more economically viable than the United States Postal Service sponsoring a team.
Philadelphia Flyers
What we want: Wawa or Audacy
What we’ll get: Comcast or GlaxoSmithKline
Remember how I said you don’t want to go too local for a jersey ad? Well, Wawa on a Flyers jersey is an exception.
That said, it probably wouldn’t have the staying power to work on a road jersey too, so Philadelphia could tap into the artist formerly known as Entercom, since rebanded as Audacy, for more.
Audacy maintained their Philadelphia headquarters and covers a broad range of Internet radio, digital content, regular radio and podcasting platforms, plus their logo is orange which fits the Flyers brand.
It’s either that or Comcast will slap their own logo on the jersey or something.
Pittsburgh Penguins
What we want: Duolingo
What we’ll get: PPG Industries
Duolingo is headquartered in Pittsburgh and as a website and mobile app, every sports league with ads on jerseys needs at least one that makes you scratch your head at first before realizing the connection between the company and the city.
The dating app, Bumble, once was featured on the NBA’s Los Angeles Clippers jerseys prior to the Clippers replacing Bumble with their more jersey ad with the online browser extension coupon company, Honey.
Dating and living expenses in Los Angeles are probably harder than learning a few new languages through Duolingo, so combining Duolingo with the Penguins makes perfect sense since hockey players can come from all over and speak many languages.
Besides, it might give your team an advantage if they can communicate with one another in a setting that is more comfortable for them.
St. Louis Blues
What we want: Busch
What we’ll get: Enterprise
I know we’ve been over the whole “can they market beer to kids with these jerseys” thing, but St. Louis is the city of Anheuser-Busch, so it’s only fitting that the Blues get a jersey ad that 1) is Anheuser-Busch related and 2) works with their color palette.
If Major League Baseball’s St. Louis Cardinals play in Busch Stadium and get Budweiser by default with red as a primary color for the ball club, then the Blues naturally get Busch blue and Busch beer. I don’t make the rules.
Plus Midwesterners really like the stuff.
San Jose Sharks
What we want: Adobe
What we’ll get: SAP or Zoom
Look, we weren’t going to get away with making these in Photoshop and not having to give Adobe something— and with headquarters in San Jose it only made sense.
The Sharks have a deep relationship with SAP, though, so it’s more likely than not that the team will just go further with the brand that also is featured on their helmets at home and holds the current naming rights for SAP Center.
Plus with the uptick in the use of Zoom, San Jose could double-dip and match SAP on the home jersey with SAP stickers on their helmets with Zoom covering the road set (jersey ad and helmet ads).
Seattle Kraken
What we want: Boeing
What we’ll get: Alaska Airlines
The Kraken already have a deal with Alaska Airlines as the official airline of the franchise, but what’s bigger than an airline itself?
That’s right, Boeing, the company that makes a lot of planes and other aerospace stuff, was founded in Seattle and still has a major presence in Washington as the largest private employer in the state.
Want to see your newest expansion team take flight? Just add some Boeing engineering to the jerseys.
You might have thought Microsoft would make sense for a Seattle-based team, but the league’s agreement with Apple probably puts a quick end to that.
Tampa Bay Lightning
What we want: Accusoft
What we’ll get: DEX Imaging
Every sport with ads on jerseys has that one company that nobody’s really sure what they do, but they appreciate that they’re spending their money on their favorite team.
That just might be Accusoft’s relationship with the Lightning come time for ads on jerseys in 2022-23.
The private computer software company is headquartered in Tampa and was founded back in 1991, as Pegasus Imaging– one year prior to the Lightning’s debut season as an NHL team in 1992-93.
Toronto Maple Leafs
What we want: Swiss Chalet, Sun Life Financial
What we’ll get: Scotiabank, Sun Life Financial
Scotiabank already has a stronghold on Toronto both financially and in the sense that the Maple Leafs play inside Scotiabank Arena and proudly display Scotiabank’s logo on their helmets, so it seems inevitable that Scotiabank would also make an appearance on the Leafs jersey.
But Toronto is strong enough to maximize the value of a 3-by-3.5-inch ad and capitalize on the Maple Leaf Sports and Entertainment (MLSE) brand.
MLSE already has an agreement with Sun Life Financial on their NBA team’s jerseys and the Toronto Raptors were able to go on to win their first championship in 2019.
Perhaps the key to ending the Maple Leafs’ Stanley Cup drought lies within attracting Sun Life Financial to an NHL jersey ad.
Vancouver Canucks
What we want: Hootsuite
What we’ll get: Rogers
Remember when you’d see Hootsuite on just about every tweet with a photo? Am I the only one imagining that?
In any case, Hootsuite was founded and is based in Vancouver and still plays a major role in social media management for brands.
Whereas Rogers is accessible to most every day Canadians, Hootsuite would be more of a “corporate” target audience and you need sponsors at all levels to attract a wide base of potential clients, fans, etc.
That said, the Canucks have had a long relationship with Rogers in that they play in Rogers Arena, so it’s probably going to be Rogers.
Vegas Golden Knights
What we want: Zappos.com
What we’ll get: MGM Resorts International or Allegiant Air
Want to have fun with a local Nevada brand? Zappos is the way to go!
Want to be realistic and attract out of town fans to a destination like Las Vegas? MGM Resorts International is your sponsor and with Allegiant Air as an ultra-low cost airline that’ll gladly bring you to Vegas for a Golden Knights game…
Yeah, it’s inevitable that between MGM and Vegas’ current road helmet sponsor (Allegiant) that there’d quickly be no room for a company like Zappos.
Credit One Bank is on the home helmets for the Golden Knights, so don’t be surprised if they’re a wild card for a jersey ad too.
Washington Capitals
What we want: Marriott International
What we’ll get: Capital One, Custom Ink
Sportswriters rejoice! Your Marriott points may soon reward you with a Capitals jersey or something like that.
Headquartered in Bethesda, Maryland, Marriott International would make sense from a local and international brand recognition stance.
But you know what we’re probably going to get instead? Sheer confusion as Capital One places an ad on front of a jersey that already says “Washington Capitals”. The Capital One Washington Capitals– live at Capital One Arena!
Either that or Caps owner, Ted Leonsis, might like to make a connection between making custom jerseys for local adult league co-ed softball teams or something and, well, Custom Ink’s logo appearing on Capitals jerseys.
Winnipeg Jets
What we want: A&W or SkipTheDishes
What we’ll get: Canada Life or Bell
A&W was founded in Winnipeg, while SkipTheDishes is headquartered in Winnipeg.
Since it’s 2021, and not 1956, we’re more than likely to see SkipTheDishes on a Jets jersey, but if their helmet ads from 2020-21 are any indication for 2022-23 and beyond, then Bell is probably going to land a spot near Winnipeg’s crest.
Canada Life is taking over as the new naming rights holder for Canada Life Centre where the Jets play, so there’s always a chance they’ll end up with their logo on the front of the jersey too.
Down the Frozen River 
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