With the value of NHL franchises falling on average for the first time in 19 years, the league is seriously investigating new revenue sources.

And, according to Sportsnet’s Elliotte Friedman, we could see advertisements on players’ helmets sometime soon.

The NHL is investigating selling ads on players' helmets, according to @FriedgeHNIC.

Details ⬇️https://t.co/t0JWWWMawl

— Sportsnet (@Sportsnet) December 10, 2020

Friedman reported that helmet advertisments were brought up during Wedesnday’s Board of Governors call and team presidents will be briefed on the idea, Monday. Then, Friedman says, we may get comment on the idea.

“Across the league, there’s an understanding of the need for more creativity in revenue development,” Friedman wrote on Sportsnet. “Ads on jerseys will come eventually, but there is a desire to be careful with it. The other reason the league may “test drive” with helmets is to get an idea of where the market stands during COVID. You don’t want to rush into a below-market deal.”

Unlike most other major sports leagues, the NHL has been slow to introduce advertisements to its equipment and jerseys in respect of fans. The most radical change the NHL has made recently was to introduce sponsors to teams’ practice jerseys. The Capitals added a MedStar Health patch to its practice sweaters in September 2016.

New look on the #Caps practice jerseys this year debuting at #CapsCamp! @MedStarHealth patches! #RockTheRed pic.twitter.com/WqmaBZjr4R

— Washington Capitals (@Capitals) September 23, 2016

Meanwhile, other leagues have been more aggressive about ad revenue on its equipment. According to Sports Illustrated, the NBA begain a jersey patch program in 2017 “that allowed teams to negotiate individual deals with their own sponsors” and that has now become the law of the land. Advertsiements dominate jereys in the WNBA, MLS, and international soccer.