The NHL is addng more brand opportunities, with the ability to have advertising on the front of team jerseys for the first time, starting in the 2022-23 season.

The new ad space was recently approved by team owners and the NHL’s board of governors. Though the league has yet to comment publicly about the decision, memos to teams first obtained by Sportico and corroborated by ESPN stated that each club will be responsible for negotiating their ads, which will be placed in a 3-inch-by-3.5-inch rectangle on the jersey, with the exact location up to the team.

In January of this year, on-helmet advertising was launched and since 2010, ads have been allowed on practice jerseys. Mark Lemmon, chief commercial officer at Elevent.co, believes the new addition will be of “tremendous interest.”

“They have been proven very effective with the NBA and the CFL, to name a few,” he says. “Like the helmet advertising initiative, these sponsorship assets will be coveted and likely only be sold to the largest partners of each respective team.”

Michael Lang of the Lang Partnerships Network thinks the jersey ads will appeal to the current partners and sponsors of the various teams. “In essence, these ads will become moving rink boards.”

The NBA was the first of the four major men’s sports leagues to have ads on their jerseys. The WNBA, CFL and MLS also have spots on their uniforms for ads.