Hockey fans talked about ads a lot this summer, primarily focused on whether or not the NHL’s new partnership with Adidas means that jersey ads are on their way.
The NHL won’t be getting jersey ads this season, but the ECHL has found a way to sell ads in a way you may not have seen coming. They’re putting ads on the goal posts.
In what the ECHL calls a “game-changing” partnership, Geico will advertise on the goal posts for all 27 US-based ECHL teams this season. (The Brampton Beast in Canada will not be participating.) In addition to put their Geico logo on the posts, they’re also painting the posts blue, which is, at least initially, jarring.
I imagine ECHL-watching fans will adapt, but that familiar red opening will be noticeable absent.
Take a look at the net below.
— ECHL (@ECHL) October 8, 2015
The league, in a statement at the ECHL site, said:
“The ECHL is very pleased to enter into the multi-year partnership with GEICO, one of the country’s largest insurance companies and most recognized and admired brands,” said ECHL Commissioner, Brian McKenna. “The ECHL will bring direct exposure to over 4.5 million fans in some of the best markets and venues in the country, and millions more through our television and digital platforms.”
The ECHL is North American hockey’s tier three league, feeding players into the AHL, which, in turn, acts as the feeder system for the NHL.