Arizona Coyotes
Arizona Coyotes Sign Multi-Year Deal w/ Ironic Helmet Ad Sponsor
The Arizona Coyotes have signed a multi-year helmet sponsorship agreement and fans are having a lot of fun with their choice.
Considering the state of the NHL franchise and the fact they’re playing in a tiny little arena (Mullett Arena) and struggling to get by financially, the choice of new ad sponsorship for the Arizona Coyotes’ helmets this season is only going to open up the door to further jokes and ridicule. The Coyotes have selected discount clothing and household items store Goodwill as their ad partner.
As Greg Wyshynski of ESPN points out, “The @ArizonaCoyotes have announced that their helmet sponsor for home games is Goodwill, news that I’m sure the Internet will treat just like any other mundane sponsorship news, without jokes or memes.” Goodwill is registered as a nonprofit in both Canada and the United States, using the revenue generated through our social enterprise model to fund job training programs, employment placement services, and other community-based programs by selling donated clothing and household items. In many ways, it sounds a little like the Coyotes, who are being funded in a major way by other NHL franchises in the league’s revenue-sharing model.
Jokes immediately flooded social media with comments like, “They’re going to be wearing hand-me-down jerseys aren’t they?” and “They literally had to go to Goodwill to find a sponsor…” It’s a fitting and ironic sponsor that many are saying is right on brand for the NHL team.
Even more ironic, the logo will be on the Coyotes’ helmets for all home games under the multi-year deal described in a statement as “one of the biggest helmet sponsorship deals in the entire NHL.” The painfully obvious association is just low-hanging fruit for fans who want to take another shot at an NHL club that is clearly struggling.
Craig Morgan — a reporter who closely covers the Coyotes– writes, “Jokes aside, Goodwill brings affordable goods to disadvantaged families all over N. America. Aligns w/Coyotes’ stated goal: Leverage power of sports to be leader in community impact (first Native American gaming enterprise as jersey sponsor). Per source, deal’s worth nearly $1M.”
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