The Bruins have announced that Cross Insurance will be the team's first practice jersey sponsor. The insurance company also will have a visible presence at the Bruins' primary practice facility at Ristuccia Arena in Wilmington.
Will we ever see ads on game jerseys? In all likelihood that day is coming. Leagues are leaving too much money on the table by not doing it. The big issue has less to do with the sanctity of jerseys and more to do with balancing out the rights of stakeholders, including the league, teams, networks and sponsors. It can be tough to decide on a sponsor for a jersey given all the potential conflicts.
In our interview with Deputy Commissioner of the NHL Bill Daly, he confirmed that such a move would be a league wide decision.