The NHL confirmed that it will allow helmet ads this season. It’s a pretty clear way to get back some revenue, as there is no clear date when fans will be allowed back in the stands. Even if the country vaccinates 1 million people a day, it’s 231 days until we reach heard immunity of approximately 75% of the population. The owners need revenue in the interim, and this was the most obvious way.
Currently three teams have released their helmet ads. The ad will replace the team logo on the helmet, and not be an addition.