The National Hockey League, which took a revenue hit last year due to the COVID-19 outbreak, said on Tuesday it has sold the naming rights to its divisions for the first time.
The move to sell naming rights to divisions that were once named after some of the founding fathers of the league before taking on geographical designations, follows a recent decision by the NHL to allow small advertisements on player helmets.
For the new season, which begins on Jan. 13, teams will play in the Scotia NHL North Division, Honda NHL West Division, Discover NHL Central Division and the MassMutual NHL East Division, the league said in a news release.