What’s in a name? Big bucks for the heavily gate-dependent NHL, which is seeking new revenue sources to replace the ticket revenues that historically provided a significant chunk of income for its teams.
Health regulations relating to the COVID-19 pandemic will keep fans out of the stands and out of pricey luxury suites in most arenas when the season opens Jan. 13, leading the NHL to become creative in finding alternative income sources. On Tuesday, the league announced it had partnered with four major sponsors to rename the four divisions it has created for this season.