As I sit and watch any hockey game, I notice that my eyes will travel to the side of the rink. This is where they search and find the advertising word.
On side boards everywhere are painted the advertising words of today. Printed in bold and coloured letters, they surround the rink like a mother boa protecting her baby. The advertising giants use these boards to announce new products, reinstate old ones and to make you aware of their image.
This kind of advertising was not always done. Back in the 70’s the boards were bare and mostly white. Imagine an ice rink with no printed words on or around it?
That changed in the late 70’s when companies realized the white boards could produce some income. Ads started to appear as early as the 80’s. Writing company’s logos and names right on the ice started later in the 1990’s.
Lets not forget the most major advertising of them all. The re-naming of an arena. While there have been many, two major name changes initially come to mind, the first in Canada- G.M. Place to Rogers Arena in Vancouver, BC. While the other one in the U.S, around 2011 the Buffalo Sabres moved from the HSBC arena to the First Niagara Centre.
I know that it’s all about the mighty dollar. I have realized that hockey is not just a team sport anymore and it hasn’t been for years. It is a sport where millions are spent and lost. Where advertising deals with big bucks and even a name can be changed for a price.
All I am asking for is advertising that fits my I.Q. level, that makes me think and even entertains me! Advertising should enhance the sport and be part of it. Having an ad just on a blank board is not always great, the advertising product or service should be connected to the sport in some way, otherwise the ad is kind of dumb.